Getting Started With Google Analytics 360
DoubleClick Search reporting integration
DoubleClick Search, or DS, is a unified interface
to manage your search campaigns across multiple search engines
such as Google AdWords, Microsoft Bing Ads,
Yahoo! Japan, Baidu, and more.
Without DoubleClick Search, you’d have to manage your search campaigns, ads and keywords
on each search engine separately.
You’d also have to manually manage the attribution tags
for each of these different paid search efforts.
DoubleClick Search provides a single tool that:
Streamlines search campaign management;
Provides integrated reporting;
and Automates the bidding process.
Just as DS enables users to effectively manage all Search marketing efforts
in a centralized location,
the Analytics 360 integration takes this advantage one step farther
by allowing for side-by-side analysis
of Search marketing data alongside site behavior and conversion data.
Imagine you have an ecommerce site and you use DoubleClick Search
to run both Search Engine A and Search Engine B campaigns.
You can view data from both DS engine accounts
side-by-side and evaluate the ecommerce performance
of your paid search efforts.
In this example of the Engine Accounts report,
you can see that Search Engine A drove about
2400 sessions and roughly $4400 in revenue.
Search Engine B drove less than 1500 sessions and under $2500 in revenue.
However, while Engine A drove more traffic and more total revenue,
Engine B traffic actually had a higher ecommerce conversion rate.
You can drill down into each engine account to see any individual campaigns
that may be impacting performance.
The DS / Analytics 360 integration
also improves your ability to compare Paid Search
with other channels.
The integration includes auto-tagging which automatically sends traffic attribution values
from DoubleClick Search to Google Analytics.
By removing the need for manual tagging,
auto-tagging simplifies campaign launches,
prevents tagging error,
provides additional granularity beyond standard UTM parameters,
and allows for cost data reporting.
Auto-tagging also ensures that all traffic from your DS ads
consistently falls into the default channel group “Paid Search,”
without a need to manually manage this
across your different paid search accounts.
This means that we can easily compare the performance of the Paid Search channel
to other channels such as Display, Organic Search, Email, and Affiliates.
Let’s take a look at the Channels report under Acquisition and All Traffic.
Here we’ve filtered the Channels report to display only the Affiliates
and Paid Search channels.
While Affiliates brought in more traffic (4,623 users compared to 2,082 users),
the conversion rate and revenue from Paid Search are far greater.
From there, you can further drill into the Affiliates channel
and work on optimizing Affiliate conversion rates.
If not already enabled, you can add the Users metric to reporting
by turning on the ‘Enable Users Metric in Reporting’ setting under Property Settings.
These are just two examples
of how you can combine DoubleClick Search and Analytics 360 data
to compare your Paid Search performance
across various search engines and campaigns.
This integration allows you to analyze performance indicators
beyond what is available in DS reporting
such as site behavior, ecommerce and conversion metrics.
In the next lesson, we’ll explore additional reports
and other ways to use DS data in your Analytics 360 account.