Integrating Google Analytics 360 with DoubleClick Search (DS)- Part 2

Amin Shawkianalytics, double click, google analyticsLeave a Comment

This is part 2 of a two part series on integrating Google Analytics 360 with DoubleClick Search (DS).

 In part 1 of this series, we provide an overview of the benefits and reporting capabilities of integrating Google Analytics 360 with Google DoubleClick Search.

In part 2, we provide tips and tricks for interpreting and using the DoubleClick reports in GA 360.

In Review: What is DoubleClick Search?

DoubleClick Search (DS), a search management platform, allows agencies and marketers to efficiently manage search management campaigns across multiple engines and media channels. Benefits of DS include streamlined workflow and powerful reporting features. Buyers can efficiently run campaigns while campaign performance is improved with automated bidding. DoubleClick Search native integration with DoubleClick Digital Marketing platform (DDM) means buyers can manage and track digital campaigns across a single platform, providing rich, cross-channel buying, reporting and attribution.

With DoubleClick Search:

  1. You no longer need to manage your ads and keywords on each search engine, making it easier to analyze your ad/keyword performance across engines.

  2. You have the automated bidding power of DS bid strategies.

  3. Increase your Return on Investment (ROI) for search marketing  by saving time, reducing complexity, and have the ability to make better decisions.

How to navigate to the DoubleClick Search reports in the GA 360 interface

How to Interpret and Use the DoubleClick Search Reports in Google Analytics 360: Tips and Tricks:

    1. To see both clicks/impressions/CTR and session-level engagement metrics such as bounce rate, pages/session and goals only tracked in GA 360, you can compare the key DoubleClick Search advertisers, engine accounts used, campaigns, ad groups or keywords across all paid search tools. This can allow you to optimize paid search around user engagement metrics and not just against acquisition and site visits.

    2. You can understand which campaigns drive registrations or completed purchases, and the size/impact of orders by toggling different conversions created, ecommerce or goals. This allows you to see the performance of your paid search activity against different KPIs. See below:

    3. You can see how campaigns trend over time by toggling the date range comparison. See below:

    4. You can see trends in different metrics over time beyond clicks/impressions/cost/CTR etc. by toggling the metric selector for the trend line analysis. See below: 

    5. You can investigate individual rows in the table or isolate only high performing or low performing campaigns by filtering the table report by putting thresholds for minimum conversions or engagement metrics. For example, you can add a filter to only show the campaigns or search engines that drive at least 100 transactions for a given time period to invest more into OR that drive less than 100 transactions to potentially invest less spend and/or optimize. See below:

       

Pro Tip: Using the question mark symbol over any metric (“?”) in the reports provides a definition and more information. For a complete list of metrics and dimensions from Doubleclick Search available in GA 360 after the integration, please see here

Note: DoubleClick Search can either use Google Analytics goals/ecommerce tracking or will require Floodlight conversion tags to be implemented on the site for conversion tracking to be able to see the conversion and ROAS metrics explained in this article. Want to learn more? Check out our webinar on Becoming Data-Driven with DoubleClick by Google!

How to Interpret this Report + Insights that can be Obtained

By toggling the “Clicks” tab in this report, you’ll be able to compare GA metrics side-by-side DS metrics. The definitions of these metrics are explained below:

  1. Sessions - from a DS campaign, how many browsing visits occurred on the website

  2. DS impressions - in a search engine managed by DS, how many times an ad is seen offsite

  3. DS clicks - in a search engine managed by DS, how many times an ad is clicked offsite navigating users to the site. This will never match “Sessions” because they are calculated differently. More information here (similar to Adwords clicks vs GA sessions).

  4. DS cost - per DS campaign, how much spend was used

  5. DS CTR - click through rate for campaign (average across all ads per campaign)

  6. DS CPC - cost per click of DS ad

  7. DS RPC - return-per-click. This new metric is unlocked with the integration and is calculated by taking the total ecommerce revenue from DS last-non-direct click sessions divided by total DS ad clicks. It shows how much revenue was earned from each click of a DS ad on average. This is key to determine top and worst performing keywords driving orders/performance.

  8. DS ROAS - return-per-ad-spend. This new metric is unlocked with the integration and is calculated by taking the total ecommerce revenue from DS last-non-direct click sessions divided by total DS ad spend. It shows the percentage of earned revenue as compared to cost or spend and is critical for measuring which campaigns drive the best return and most value.

According to logic you set, advanced segments allow you to use the DS dimensions and metrics to group users or sessions together and allow you to also apply GA data for more targeted insights. See advanced segments in action for more context and analysis below.

For more context in most table reports, you can apply DS dimensions/attributes as secondary dimensions. Example below as shown in the Device Category report. This shows what device types users have when engaging on a DS ad (note that “(not set)” means the session did not come from a DS ad):

Now that you know the tips and tricks for using DoubleClick Search reports in Google Analytics 360, check out the rest of our series on:


Whether you’ve been using DoubleClick to execute and manage your digital strategy for years, or are just beginning to plan a DoubleClick implementation, this Becoming Data-Driven with DoubleClick by Google webinar recap will give you all the tools you need to become a data-centric user of the DoubleClick suite.

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