Using The Doubleclick Digital Marketing Stack to Achieve Marketing Greatness

Google Analytics 360 suite (GA) is a powerful digital analytics solution that integrates seamlessly with Google’s Doubleclick Digital Marketing stack. The Doubleclick product stack is Google’s most advanced advertising technology stack for managing all aspects of digital marketing across any/all channels.

The Doubleclick stack includes the platforms Doubleclick Campaign Manager (DCM), Doubleclick Bid Manager (DBM), and Doubleclick Search (DS). By integrating GA 360 + Doubleclick you can see the full consumer journey and how to optimize consumer experiences along the way.

With this powerful combination of analytics and digital marketing management, you are sure to achieve greater success with your marketing efforts.

This integration of GA 360 with Doubleclick Campaign Manager provides a number of capabilities including a new set of DoubleClick Campaign Manager reports in the Acquisition section of Analytics. These reports are similar to the AdWords reports but include impressions, clicks, and both view- and click-through sessions for any campaign trafficked/managed in DCM.

In addition, there are updated Acquisition reports that include traffic from DCM-trafficked display advertising plus the Integration of display clicks and impressions in the Multi-Channel Funnels and Attribution reports.

With this integration you have the capability to use new reporting features in Doubleclick Search to see keywords, dynamic targets, and other biddable items as they lead to GA transactions and goals, including session goals (such as club member registrations). More details here for DS report enhancements (must have access to a Doubleclick Search account).

There is also the ability to use Google Analytics data in a Doubleclick Search bid strategy. You can create a bid strategy that maximizes transaction and action-based conversions reported by GA. In addition, GA provides powerful session-level engagement goals that a bid strategy can work to maximize.

You can use the Google Analytics data in Doubleclick Campaign Manager reports, formula columns, automate rules to automate your workflow, and apply GA attribution models for insight into the keywords that don’t directly drive performance (but are part of the funnel that leads to a purchase).

You are also able to see Doubleclick Search search metrics such as impressions, clicks, cost etc. against Google Analytics tracked data, such as revenue- unlocking new metrics automatically such as Return on Ad Spend (ROAS) or Return per click (RPC).

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With this integration you have access to a new set of DoubleClick Bid Manager reports in the Acquisition section of Analytics. These reports are similar to AdWords reports but include impressions, clicks, and both view- and click-through sessions for any campaign trafficked/managed in DBM.

There are also updated Acquisition reports that include traffic from DBM-trafficked display advertising, and an integration of display clicks and impressions in the Multi-Channel Funnels and Attribution reports.

In addition there is a remarketing audience capability, similar to Adwords, for DoubleClick Bid Manager campaigns leveraging Google Analytics 360 user behavior data and advanced segment builder.

Now that you’ve seen the value of integrating Google Analytics with the Doubleclick stack, here are some additional insights you can gain utilizing the powerhouse duo of Google Analytics and Doubleclick.

Navigate to the Explorer tab and then select the Site Usage metric to access site engagement stats, from bounce rate to view-throughs and click-throughs.

Review the conversion delivered by Doubleclick Bid Manager campaigns and review Return on Ad Spend (if you share cost data from DBM + track revenue in GA 360).

Multi-Channel Funnel reports allow you to view the conversion path and how campaign clicks or impressions impacted conversions. You can also analyze DBM campaigns across attribution models.

Create segments with DBM dimensions based on your metrics of choice (such as users who clicked on a specific advertisement), then use this for analysis and to inform remarketing. You can then use GA 360 to build combinations out of over 200 dimensions and metrics.

Are you ready to achieve marketing greatness with Google Analytics 360 and Doubleclick? For help with integration and making the most of this dynamic duo, contact your InfoTrust Consultant today.