Getting Started With Google Analytics 360
DS Reports, Dimensions, and Metrics
The DoubleClick Search integration with Analytics 360
enables a new DoubleClick Search section of reports
as well as DS metrics and dimensions
that you can access throughout your Analytics account.
The new DoubleClick Search report section
appears under Acquisition in the navigation menu.
Each of these reports pairs a DS dimension’s sessions
with Analytics session metrics such as
New Users, Pages per Session, and Goal Completions.
The DS dimensions in this section of your Analytics 360 reports are Advertisers,
Engine Accounts, Campaigns, Ad Groups, and Keywords.
In the previous lesson, you saw an example of the Engine Accounts report,
and reviewed metrics such as Ecommerce Conversion Rate and Revenue.
You can also analyze performance at the Campaign, Ad Group and Keyword level.
Let’s again imagine you’re using DoubleClick Search to run both Search Engine A
and Search Engine B campaigns.
You’ve labeled your Engine A campaigns with “EA,”
and your Engine B campaigns with “EB.”
In this example of the DoubleClick Search Campaigns report,
compare the “Engine A” campaigns for Accessories and for Wearables
to similar “Engine B” campaigns.
Notice that the Engine A Wearables campaign
outperforms the Engine B Wearables campaign
in every category.
The Engine A campaign has a lower Bounce Rate,
higher number of Pages per Session
and higher Average Session Duration,
and most importantly, it has a higher ecommerce conversion rate
and more transactions and revenue.
Notice the consistent and meaningful campaign naming convention.
This is a best practice to keep in mind for ease of reporting and analysis.
Select the metrics group “Clicks” in the Explorer tab
to view DS metrics that are directly imported from DoubleClick.
These include DS Impressions and Clicks.
If you enabled Cost Data sharing during setup, you’ll also see DS Cost data here.
DS Cost data paired with revenue or other success metrics you track in Analytics
gives you better insight into return on investment of your ad spend.
You can easily compare the effectiveness of your DS campaigns
beyond conversion and revenue
by considering Return on Advertising Spend, or ROAS.
ROAS is calculated by dividing the conversion value
(based on Ecommerce Revenue and/or Goal Value)
by the DoubleClick Search Advertising Spend.
Positive ROAS indicates that each marketing dollar spent resulted in positive revenue.
You can see that ROAS for the AdWords Accessories campaign
significantly outperforms that of the Dynamic Search Campaign.
You might then consider re-allocating budget to the better performing campaign.
Keep in mind, however, that ROAS is based on Ecommerce Revenue or Goal Value
and not on actual profit margins for a given product.
When AdWords traffic is managed by DoubleClick Search
you will see AdWords campaigns reported
in both Acquisition > AdWords and Acquisition > DoubleClick Search reports.
AdWords specific reports are best for deep analysis of AdWords reporting.
The AdWords reports have additional capabilities beyond DoubleClick Search reports
such as the Bid Adjustments and Sitelinks reports.
In contrast, the Acquisition > DoubleClick Search reports
are best used for centralized reporting across Paid Search traffic.
This allows for performance comparison across different Search sources.
It’s important to note that even if you have AdWords campaigns reported
in both the Acquisition > AdWords reports and
Acquisition > DoubleClick Search reports,
they will not be double-reported in the Acquisition > All Traffic reports.
Rather, the campaigns will be de-duplicated
and reported with their AdWords auto-tag values.
In addition to enabling the DoubleClick Search report section,
the integration also lets you use DS dimensions within segments
or as secondary dimensions both within your DS reports
and throughout your other Analytics 360 reports.
These dimensions include Ad Group, Agency, Keyword and more.
Note that in Analytics 360 these will be labeled with “DS”,
for example “DS Campaign”and “DS Keyword.”
You can also select DS dimensions and metrics when creating custom reports.
Keep in mind that it’s not possible to combine GA model dimensions with DS metrics.
For example, you won’t be able to view DS Clicks against Source/Medium.
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 doesn’t include the label.
We’ve completed an overview of the new features you get
from the DoubleClick Search and Analytics 360 integration.
There are many ways to use the DS report section
in your Analytics 360 account, as well as
the DS dimensions and metrics that are available throughout.
Continue to the next lesson to review a few more points and get started.