Getting Started With Google Analytics 360
DoubleClick for Publishers reporting integration
Hi, I’m Ashish Vij, an Analytics Specialist at Google.
In this unit, we’ll cover how you can gain insight
into your users and content performance
with the DoubleClick for Publishers and Analytics 360 integration.
Publishers strive to produce relevant
and engaging content for their site and mobile app visitors.
Google offers several tools
for monetizing your online and mobile content
including AdSense, Ad Exchange, and DoubleClick for Publishers.
The DoubleClick for Publishers platform
enables you to centrally manage ad placements
on your site or in your mobile app.
For ad-supported sites and apps,
it's key to measure and optimize how you're monetizing your content.
Google Analytics offers publisher-specific reports
that provide content owners and editors
visibility into how their content is performing.
With standard Google Analytics, you can integrate with AdSense or Ad Exchange.
With Google Analytics 360,
you can integrate with DoubleClick for Publishers
- or DFP -
for a unified view of your ad revenue and user behavior
to help improve your monetization strategy.
You can find the Publisher reports under the Behavior section within Google Analytics.
In the Publisher Pages report, notice that Page is the primary dimension
and is paired with a list of Publisher metrics
including Publisher Impressions, Clicks,
and Click-Through Rate, or CTR.
The Publisher Referrers report is similar to the Pages report,
with Source included as the primary dimension.
For a quick reference on each of the metrics in these reports,
check out the Analytics Help article linked at the end of this lesson.
For now, we’ll highlight a couple of particularly actionable metrics.
Viewable Impressions Percentage
allows you to assess the percentage of your impressions
that were considered viewable within the user’s browser.
Impressions considered not viewable
are those that occur when the page loaded,
the ad was below the fold,
and the user did not scroll down.
This is important both to you, the publisher, and to your advertisers.
The higher the viewability,
the more attractive your inventory will be to advertisers,
and the more profitable this inventory becomes to you.
Another particularly useful publisher metric is Revenue Per 1000 Sessions,
which is the total estimated revenue from all linked publisher account ads
per 1000 Analytics sessions.
This combined calculation of publisher Revenue and Analytics sessions
allows you to easily identify
the top revenue-generating pages and sections of your site.
For example, in this Publisher Pages report,
Page 1 is showing over 864,000 impressions
and $474 in revenue,
while Page 2 has just over 411,000 impressions
and only $278 in revenue
That said, Page 2 is generating over $2 more per 1000 sessions
as compared to Page 1.
In this report, you’re viewing revenue and other metrics for each page.
This is a level of insight that is not available within your DFP account.
Let’s dig deeper into this example.
Say you want to understand the source of the traffic to Page 2.
Click on the page to drill in,
and then use a secondary dimension - Default Channel Grouping
- to further segment the data.
Now you can see the breakdown of Impressions,
Clicks, and Revenue for each of your acquisition channels.
Here you notice that Social was your top contributor of traffic to this page
and generated the most revenue.
To get more detailed acquisition data,
you could change the secondary dimension
to Source/Medium or Campaign.
A wide range of dimensions is available for you to apply to the Publisher Pages report.
From the Secondary Dimension drop-down,
select any of the Google Analytics built-in dimensions,
as well as any of the custom dimensions or content groups
that you have set up in your Google Analytics implementation.
Also notice DFP as a category in the Secondary Dimension drop-down menu.
This is another benefit of the DFP integration with Analytics 360.
You can use DFP dimensions as secondary dimensions and within segments.
These dimensions include DFP 1st through 5th Level Ad Units and DFP Ad Unit Path.
“DFP Ad Units” allow publishers to categorize their inventory of available ad slots.
Ad units can be used differently by different publishers.
Review the Analytics Help article at the end of this lesson
for more about DFP ad units in Analytics 360 reporting.
In this example, the publisher is using “1st Level Ad Unit” to describe ad slots.
With “DFP 1st Level Ad Unit” applied as a secondary dimension,
we can see the performance of different ad slots on the same page.
Let’s take this one step further and analyze the performance
of the “Leaderboard” Ad Slot by Page.
Click “ALL” to get back to the top of this report.
Apply “DFP 1st Level Ad Unit” as a secondary dimension.
Click “advanced” in the table,
and apply a table filter to include only “Leaderboard.”
Now we can see that Page 1 has the highest number of impressions for “Leaderboard”
and is outperforming the rest of the pages for this ad slot.
This is an example of how you can use the Publisher Pages report
to get URL-level data,
and apply secondary dimensions and table filters
to get even deeper insights into your content performance.
In the next lesson, we’ll see how you can further leverage Analytics 360 features
to optimize your content and monetization strategy.