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SA360 Reports, Dimensions, and Metrics

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DS REPORTS, DIMENSIONS, AND METRICS
► THE DOUBLECLICK SEARCH INTEGRATION WITH ANALYTICS
► ENABLES A NEW DOUBLECLICK SEARCH SECTION OF REPORTS
► AS WELL AS DS METRICS AND DIMENSIONS
► THAT YOU CAN ACCESS THROUGHOUT YOUR ANALYTICS ACCOUNT.
► THE NEW DOUBLECLICK SEARCH REPORT SECTION
► APPEARS UNDER ACQUISITION IN THE NAVIGATION MENU.
► EACH OF THESE REPORTS PAIRS A DS DIMENSION’S SESSIONS
► WITH ANALYTICS SESSION METRICS SUCH AS
► NEW USERS, PAGES PER SESSION, AND GOAL
► COMPLETIONS.
► THE DS DIMENSIONS IN THIS SECTION OF YOUR
► ANALYTICS REPORTS ARE ADVERTISERS,
► ENGINE ACCOUNTS, CAMPAIGNS, AD GROUPS, AND KEYWORDS.
► IN THE PREVIOUS LESSON, YOU SAW AN EXAMPLE
► OF THE ENGINE ACCOUNTS REPORT,
► AND REVIEWED METRICS SUCH AS ECOMMERCE CONVERSION RATE AND REVENUE.
► YOU CAN ALSO ANALYZE PERFORMANCE AT THE CAMPAIGN,
► AD GROUP AND KEYWORD LEVEL.
► LET’S AGAIN IMAGINE YOU’RE USING DOUBLECLICK
► SEARCH TO RUN BOTH SEARCH ENGINE A
► AND SEARCH ENGINE B CAMPAIGNS.
► YOU’VE LABELED YOUR ENGINE A CAMPAIGNS WITH “EA,”
► AND YOUR ENGINE B CAMPAIGNS WITH “EB.”
► IN THIS EXAMPLE OF THE DOUBLECLICK SEARCH
► CAMPAIGNS REPORT,
► COMPARE THE “ENGINE A” CAMPAIGNS FOR ACCESSORIES AND FOR WEARABLES
► TO SIMILAR “ENGINE B” CAMPAIGNS.
► NOTICE THAT THE ENGINE A WEARABLES CAMPAIGN
► OUTPERFORMS THE ENGINE B WEARABLES CAMPAIGN
► IN EVERY CATEGORY.
► THE ENGINE A CAMPAIGN HAS A LOWER BOUNCE RATE,
► HIGHER NUMBER OF PAGES PER SESSION
► AND HIGHER AVERAGE SESSION DURATION,
► AND MOST IMPORTANTLY,
► IT HAS A HIGHER ECOMMERCE CONVERSION RATE
► AND MORE TRANSACTIONS AND REVENUE.
► NOTICE THE CONSISTENT AND MEANINGFUL CAMPAIGN
► NAMING CONVENTION.
► THIS IS A BEST PRACTICE TO KEEP IN MIND FOR
► EASE OF REPORTING AND ANALYSIS.
► SELECT THE METRICS GROUP “CLICKS” IN THE
► EXPLORER TAB
► TO VIEW DS METRICS THAT ARE DIRECTLY IMPORTED FROM DOUBLECLICK.
► THESE INCLUDE DS IMPRESSIONS AND CLICKS.
► IF YOU ENABLED COST DATA SHARING DURING SETUP,
► YOU’LL ALSO SEE DS COST DATA HERE.
► DS COST DATA PAIRED WITH REVENUE OR OTHER
► SUCCESS METRICS YOU TRACK IN ANALYTICS
► GIVES YOU BETTER INSIGHT INTO RETURN ON INVESTMENT
► OF YOUR AD SPEND.
► YOU CAN EASILY COMPARE THE EFFECTIVENESS OF
► YOUR DS CAMPAIGNS
► BEYOND CONVERSION AND REVENUE
► BY CONSIDERING RETURN ON ADVERTISING SPEND,
► OR ROAS.
► ROAS IS CALCULATED BY DIVIDING THE CONVERSION VALUE
► (BASED ON ECOMMERCE REVENUE AND/OR GOAL VALUE)
► BY THE DOUBLECLICK SEARCH ADVERTISING SPEND.
► POSITIVE ROAS INDICATES THAT EACH MARKETING
► DOLLAR SPENT RESULTED IN POSITIVE REVENUE.
► YOU CAN SEE THAT ROAS FOR THE ADWORDS ACCESSORIES CAMPAIGN
► SIGNIFICANTLY OUTPERFORMS THAT OF THE DYNAMIC SEARCH CAMPAIGN.
► YOU MIGHT THEN CONSIDER RE ALLOCATING BUDGET
► TO THE BETTER PERFORMING CAMPAIGN.
► KEEP IN MIND, HOWEVER, THAT ROAS IS BASED
► ON ECOMMERCE REVENUE OR GOAL VALUE
► AND NOT ON ACTUAL PROFIT MARGINS FOR A GIVEN PRODUCT.
► WHEN ADWORDS TRAFFIC IS MANAGED BY DOUBLECLICK
► SEARCH
► YOU WILL SEE ADWORDS CAMPAIGNS REPORTED
► IN BOTH ACQUISITION > ADWORDS AND ACQUISITION
► > DOUBLECLICK SEARCH REPORTS.
► ADWORDS SPECIFIC REPORTS ARE BEST FOR DEEP
► ANALYSIS OF ADWORDS REPORTING.
► THE ADWORDS REPORTS HAVE ADDITIONAL CAPABILITIES
► BEYOND DOUBLECLICK SEARCH REPORTS
► SUCH AS THE BID ADJUSTMENTS AND SITELINKS REPORTS.
► IN CONTRAST, THE ACQUISITION > DOUBLECLICK
► SEARCH REPORTS
► ARE BEST USED FOR CENTRALIZED REPORTING ACROSS PAID SEARCH TRAFFIC.
► THIS ALLOWS FOR PERFORMANCE COMPARISON ACROSS
► DIFFERENT SEARCH SOURCES.
► IT’S IMPORTANT TO NOTE THAT EVEN IF YOU
► HAVE ADWORDS CAMPAIGNS REPORTED
► IN BOTH THE ACQUISITION > ADWORDS REPORTS AND
► ACQUISITION > DOUBLECLICK SEARCH REPORTS,
► THEY WILL NOT BE DOUBLE REPORTED IN THE ACQUISITION > ALL
► TRAFFIC REPORTS.
► RATHER, THE CAMPAIGNS WILL BE DE DUPLICATED
► AND REPORTED WITH THEIR ADWORDS AUTO TAG VALUES.
► IN ADDITION TO ENABLING THE DOUBLECLICK SEARCH
► REPORT SECTION,
► THE INTEGRATION ALSO LETS YOU USE DS DIMENSIONS WITHIN SEGMENTS
► OR AS SECONDARY DIMENSIONS BOTH WITHIN YOUR DS REPORTS
► AND THROUGHOUT YOUR OTHER ANALYTICS REPORTS.
► THESE DIMENSIONS INCLUDE AD GROUP, AGENCY,
► KEYWORD AND MORE.
► NOTE THAT IN ANALYTICS THESE WILL BE LABELED WITH “DS”,
► FOR EXAMPLE “DS CAMPAIGN”AND “DS KEYWORD.”
► YOU CAN ALSO SELECT DS DIMENSIONS AND METRICS
► WHEN CREATING CUSTOM REPORTS.
► KEEP IN MIND THAT IT’S NOT POSSIBLE TO COMBINE
► GA MODEL DIMENSIONS WITH DS METRICS.
► FOR EXAMPLE, YOU WON’T BE ABLE TO VIEW DS
► CLICKS AGAINST SOURCE/MEDIUM.
► WHERE THERE IS NO LABEL SPECIFYING ATTRIBUTION
► MODEL, IT’S LIKELY USING THE GA MODEL.
► “SOURCE/MEDIUM,” FOR EXAMPLE, IS A GA
► MODEL DIMENSION,
► BUT IT DOESN’T INCLUDE THE LABEL.
► WE’VE COMPLETED AN OVERVIEW OF THE NEW FEATURES
► YOU GET
► FROM THE DOUBLECLICK SEARCH AND ANALYTICS INTEGRATION.
► THERE ARE MANY WAYS TO USE THE DS REPORT SECTION
► IN YOUR ANALYTICS ACCOUNT, AS WELL AS
► THE DS DIMENSIONS AND METRICS THAT ARE AVAILABLE THROUGHOUT.
► CONTINUE TO THE NEXT LESSON TO REVIEW A FEW
► MORE POINTS AND GET STARTED.

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