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Google Ad Manager reporting integration

Google Ad Manager reporting integration

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.

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