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Display & Video 360 reporting integration

December 2, 2019


Getting Started With Google Analytics 360 DoubleClick Bid Manager reporting integration DoubleClick Bid Manager, or DBM, is a demand-side
platform that allows your organization to use programmatic buying, including real-time
bidding, for its display advertising campaigns. Like the DoubleClick Campaign Manager integration, the Bid Manager integration with Analytics 360 lets you combine DBM dimensions and metrics with your Analytics 360 dimensions and metrics for even more visibility into your customer’s
journey. In addition, this integration lets you create
Audiences based on your Analytics 360 data and then target Bid Manager ads to the customers
in your Audience. Let’s take a look at the Google Merchandise
Store’s landing pages for the month of April 2017. The top converting landing page for ecommerce transactions is the Nest product category page. Your marketing team can leverage this insight by targeting users who have shown interest in Nest products. You would start by creating an Audience for
Bid Manager consisting of users who either visited a Nest product category page or searched
for “Nest.” Then in Bid Manager, you could set up a “Similar
Audience”. This lets your organization advertise to user lists who share characteristics similar to the Audience you created in Analytics 360. For a “Similar Audience”, Bid Manager
would find people similar to your Nest customers based on other characteristics and target
your ads to them. You can also learn more about people who see
or click on your Bid Manager display ads. For example, let’s view the DBM Sites report. This report displays metrics for publisher
sites where your Bid Manager ads are shown. Imagine you want to compare the performance of various online media outlets, such as cnn.com, forbes.com, or nytimes.com. Select the metrics group “Clicks” in the
Explorer tab and notice that Media Site 1 generates many Store ad impressions. In other words, people visiting Media Site 1 are seeing the Google Merchandise Store’s ads. Some of these people may later visit the Store. But how many? And of those who visit, what is their behavior? You can find out more by clicking back to
Site Usage. Here you can see that Media Site 1 is associated
with 70 view-through sessions. This means that 70 sessions resulted from users who saw the Store’s ad on Media Site 1 and later visited the Store. Let’s review their behavior on the site by comparing with users from Media Site 2. You find that people who see the Store’s
ads on Media Site 1 and later visit the Store have fewer pages per session, a shorter average session duration, and generate less revenue compared with people who see the Store’s
ads on Media Site 2. Based on this information, you may conclude that although Media Site 1 generates many ad impressions, this segment is actually less engaged and generates less revenue than Media Site 2. These are just two examples of how the powerful
combination of Bid Manager and Analytics 360 data can be used to improve outcomes for your business. We’ll explore these reports later in more detail.

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