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Using Custom Reports and Audiences with Ad Manager

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► USING CUSTOM REPORTS AND AUDIENCES WITH DFP
► IN THE PREVIOUS LESSON, WE REVIEWED THE PUBLISHER REPORTS.
► WITH THE DFP AND ANALYTICS INTEGRATION,
► YOU CAN ALSO LEVERAGE POWERFUL FEATURES SUCH AS
► CUSTOM REPORTS AND AUDIENCES
► FOR ADDITIONAL INSIGHTS AND AD SELLING OPPORTUNITIES.
► LET’S DISCUSS THREE CUSTOM REPORT EXAMPLES.
► THE FIRST EXAMPLE COMBINES THE STANDARD SOURCE/MEDIUM DIMENSION
► WITH KEY PUBLISHER METRICS.
► YOU CAN USE THIS REPORT TO UNDERSTAND
► HOW DIFFERENT TRAFFIC SOURCES PERFORM OVER TIME,
► AND WHICH ARE MONETIZING THE MOST EFFECTIVELY.
► LET’S TAKE A LOOK AT ANOTHER EXAMPLE.
► IF YOU’VE CONFIGURED CONTENT GROUPS TO CAPTURE SUBJECT OR AUTHOR FOR EACH ARTICLE PAGE,
► YOU COULD QUICKLY SET UP A CUSTOM REPORT
► WITH THE CONTENT GROUPING AS YOUR PRIMARY DIMENSION.
► YOU CAN PAIR YOUR CONTENT GROUPS
► WITH YOUR CHOICE OF PUBLISHER METRICS.
► YOU CAN EVEN INCLUDE A COMBINATION
► OF SITE ENGAGEMENT METRICS AND PUBLISHER METRICS.
► OUR LAST EXAMPLE SHOWS HOW YOU COULD USE CUSTOM DIMENSIONS
► AND CUSTOM REPORTS TO GAIN INSIGHT INTO YOUR USERS.
► LET’S SAY YOU’VE CONFIGURED A USER SCOPED
► CUSTOM DIMENSION
► TO CAPTURE “SUBSCRIPTION LEVEL” FOR YOUR LOGGED IN USERS.
► YOU CAN SET UP A CUSTOM REPORT AND COMPARE KEY METRICS,
► INCLUDING PUBLISHER METRICS, BY USERS’ SUBSCRIPTION LEVEL.
► SO FAR, YOU’VE SEEN HOW YOU CAN TAKE ADVANTAGE OF DFP DATA
► WITHIN THE GOOGLE ANALYTICS REPORTING INTERFACE.
► YOU CAN ALSO DEFINE AUDIENCES IN ANALYTICS
► AND SHARE THEM WITH DFP IN ORDER TO ATTRACT ADVERTISERS
► IN A MORE TARGETED WAY.
► YOU CAN CREATE UNIQUE LIST COMBINATIONS
► THAT ARE IMPORTANT TO YOUR BUSINESS OR YOUR ADVERTISERS.
► CREATING AUDIENCES IS VERY STRAIGHTFORWARD IN GOOGLE ANALYTICS.
► YOU DEFINE THEM JUST LIKE CUSTOM SEGMENTS
► BUT USE THEM OUTSIDE OF GOOGLE ANALYTICS
► FOR ADVERTISING AND TESTING PURPOSES.
► FOR A QUICK REFERENCE ON HOW TO CREATE AN
► AUDIENCE,
► REVIEW THE HELP CENTER ARTICLE LINKED AT THE END OF THIS LESSON.
► CONSIDER THE TYPES OF AD CAMPAIGNS YOU WANT TO RUN ON YOUR SITE,
► AND THEN CONSIDER OPTIMAL AUDIENCE CHARACTERISTICS.
► HERE ARE SOME EXAMPLES.
► YOU CAN DEFINE AUDIENCES BASED ON USERS
► WHO VIEW SPECIFIC PAGES OR CATEGORIES OF CONTENT
► THAT YOU HAVE CAPTURED USING CONTENT GROUPINGS OR AS A CUSTOM DIMENSION.
► FOR EXAMPLE, YOU CAN CREATE AN AUDIENCE FOR USERS WHO READ TRAVEL ARTICLES.
► THEN SHARE IT TO DFP FOR DIRECT CAMPAIGNS
► RELATED TO TRAVEL.
► YOU CAN ALSO DEFINE AUDIENCES BASED ON OVERALL ENGAGEMENT.
► FOR EXAMPLE, YOU CAN CREATE AN AUDIENCE FOR USERS
► WHO HAVE GENERATED MORE THAN PAGEVIEWS,
► HAD A SESSION DURATION GREATER THAN MINUTES,
► AND HAD AT LEAST ONE VIDEO PLAY INTERACTION.
► YOU CAN THEN SHARE THIS AUDIENCE TO DFP FOR BRANDED AD CAMPAIGNS.
► AND YOU CAN DEFINE AUDIENCES BASED ON OTHER SITE BEHAVIOR.
► FOR EXAMPLE, YOU CAN CREATE AN AUDIENCE FOR
► RETURNING USERS WITH TRANSACTIONS.
► YOU CAN THEN SHARE THIS AUDIENCE TO DFP FOR
► HOUSE CAMPAIGNS.
► EXPORTED SEGMENTS WILL IMMEDIATELY BE VISIBLE
► IN YOUR DFP ACCOUNT
► AS FIRST PARTY AUDIENCE SEGMENTS.
► THE DEFINITIONS USED WHILE CREATING THE AUDIENCE
► WILL AUTOMATICALLY BE EXPORTED INTO THE SEGMENT DESCRIPTION FIELD.
► TO LEARN MORE ABOUT USING FIRST PARTY SEGMENTS IN DFP,
► CHECK OUT THE DFP HELP ARTICLE AT THE END OF THIS LESSON.
► PLEASE NOTE THAT DIMENSIONS SUCH AS AGE, GENDER,
► AND INTEREST CATEGORIES
► THAT APPEAR IN GOOGLE ANALYTICS
► CANNOT BE USED IN AUDIENCE LISTS SHARED WITH DFP.
► WE’VE COVERED SEVERAL EXAMPLES OF CUSTOM
► REPORTS AND AUDIENCES YOU CAN USE
► TO GAIN DEEPER INSIGHT INTO YOUR USERS AND TO OPTIMIZE
► MONETIZATION.
► IN THE NEXT LESSON, WE’LL COVER A FEW ADDITIONAL
► INTEGRATION DETAILS
► AND NEXT STEPS TO GET STARTED.

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