The DCM integration with Analytics 360 enables a new DCM section of reports as well as DCM
metrics and dimensions that you can access throughout your Analytics account.
Look under Acquisition in the left-hand navigation menu to find the new DoubleClick
Campaign Manager report section.
Each of these new reports pairs a DCM dimension’s view-through and click-through sessions with
GA session metrics such as Pages per Session, Bounce Rate, Goal Completions, and Revenue.
The DCM dimensions in this section of your Analytics 360 reports are Advertisers, Campaigns,
Sites, Placements, Ads and Creatives.
In the Campaigns report, you can analyze your DCM campaign performance.
For example, you can see that for the month of April 2017, the DCM Campaign driving the
most Revenue is “Google Merchandise Store - Bags 2017”.
Select the metric group “Clicks” in the Explorer tab to view DCM metrics directly
imported from DoubleClick.
These include Impressions, Clicks, and Cost.
The Floodlight report provides a breakdown of DCM Floodlight Conversions by DCM Floodlight
Activity.
You can apply segments and secondary dimensions to further analyze the data.
In addition to enabling the DCM report section, the integration also lets you use DCM dimensions
within segments or as secondary dimensions throughout your Analytics 360 reports.
These dimensions include Advertiser, Campaign, Placement, and many more.
Note that in Analytics 360 these will be labeled with “DCM”, for example “DCM Advertiser”
and “DCM Campaign.”
You can also see Floodlight conversion data in most reports by selecting the Floodlight
metric group on the Explorer tab.
For example, you could see which In-Market Segments in your Demographics & Interests
reports drive the most DCM conversions and revenue.
You could use this information to adjust your spending toward those In-Market Segments that
drive the most DCM conversions, like “Consumer Electronics/Mobile Phones.”
You can also select DCM dimensions and metrics, including Floodlight, when creating
custom reports.
Keep in mind that it is 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 DCM metrics.
For example, you won’t be able to view DCM Clicks against Source/Medium.
Within the GA interface, you can see that the DoubleClick dimensions are labeled with
either “(DCM Model)” or “(GA Model)”.
For example, “DCM Campaign ID (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.
We’ve completed an overview of the new features you get from the DCM and Analytics 360 integration.
There are many ways to use the DCM report section in your Analytics 360 account,
as well as the DCM dimensions and metrics that are available throughout.
In the next lesson, we’ll walk you through a real-world example.