Getting Started With Google Analytics 360
DBM Reports, Dimensions, and Metrics
As with the DCM integration,
the DoubleClick Bid Manager integration with Analytics 360
enables a new Bid Manager section of reports
as well as Bid Manager metrics and dimensions
that you can access throughout your Analytics account.
Look under Acquisition in the left-hand navigation
to find the new DoubleClick Bid Manager report section.
Each of these reports
pairs a Bid Manager dimension’s view-through and click-through sessions
with Analytics session metrics such as
Pages per Session, Bounce Rate,
Goal Completions, and Revenue.
The Bid Manager dimensions in this section of your Analytics 360 reports
are Advertisers, Insertion Orders, Line Items,
Creatives, Sites, and Exchanges.
In the DBM Creatives report,
you can review session metrics by DBM Creative Name.
“Creative Name” means that each row represents an individual ad.
For example, views of the “Placement Electronics 300 x 250” ad
led to 378 sessions on the Store's site.
While viewing this particular ad
was associated with the highest number of sessions,
engagement for those sessions was lower than average
with only 6.5 pages per session
compared to 7.3 pages per session for all Bid Manager ads.
Given the difference in pages per session,
you might investigate further
by examining this ad’s landing page
or reviewing conversion rates by individual goal.
Select the metrics group “Clicks” in the Explorer tab
to view Bid Manager metrics
that are directly imported from DoubleClick.
These include DBM Impressions, Clicks, and Conversions.
If you’ve enabled Cost Data sharing during setup,
you’ll also see DBM Cost data here.
In addition to enabling the DoubleClick Bid Manager report section,
the integration also lets you use Bid Manager dimensions
within segments or as secondary dimensions
throughout your Analytics 360 reports.
These dimensions include Advertiser, Insertion Order, Site, and many more.
Note that in Analytics 360 these will be labeled with “DBM”,
for example “DBM Site”and “DBM Advertiser.”
Imagine you’re interested in the segment of users
who saw a particular line item.
You want to investigate what other pages or events
these users saw or triggered.
You can accomplish this by applying a custom segment
for users who saw that particular line item
to the Pages or Events report in Analytics 360.
You can also select DBM dimensions and metrics
when creating custom reports.
Keep in mind
that it’s not possible to combine DCM model and GA model dimensions
in any single report.
Also, it’s not possible to combine GA model dimensions with DBM metrics.
For example, you won’t be able to view DBM Clicks against Source/Medium.
Within the Analytics interface,
you can see that the DoubleClick dimensions are labeled
with either “(DCM Model)” or “(GA Model)”.
For example, “DBM Insertion Order (DCM Model).”
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 does not include the label.
There are many ways to use the DoubleClick Bid Manager report section
in your Analytics 360 account,
as well as the DBM dimensions and metrics
that are available throughout.
In the next lesson,
we’ll walk you through a real-world example
of using Audiences for remarketing in Bid Manager.