DCM: Verification

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VerificationPurpose: Check the overall behavior of your ad impressions

Benefits: Verification allows you too:• Follow entire publication process of your ad to ensuring

no discrepancies with its display• Utilize DCM’s recorded data to target your audiences and

how they react to your ads

How it’s used: Verification encompasses 5 main tools1. Discover Tagging Issues2. Geographic Targeting3. Digital Content Labeling4. Content

1. Ad Blocking5. Video

1. Active View

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Purpose: Detects tag implementation errors such as incorrect formatting, and raises alerts

Discover Tagging Issues

Benefits: Detect the following problems1) Serving Problems

• Tags with serving problems may not serve the intended creative or render correctly Ex: missing size, invalid tag type, unresolvable inventory, no creatives to serve, missing required parameters

2) Reporting Problems• Tags with reporting problems may not be counted correctly,

causing many issues Ex: Missing and/or Invalid “ord” key-value pair

3) Publisher Problems• Tags with publisher problems may not be clickable, or not

trackable by the publisher Ex: Empty and/or Invalid third-party click string

4) Warnings• Tags with warnings have unclear instructions for the ad server,

but may render correctly Ex: Duplicate, Invalid, or Empty key-value

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Serving Problems Publishing ProblemsReporting Problems

Warnings

Under Verification Tab Click “Tags” on tool bar

How it’s used:

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Click on a cell to view the data as a pie chart, broken

down by geographic location

Geographic Targeting verificationPurpose: Allows you to view # of impressions in your campaign fell outside of your desired geographic targeting range (either by percentage or by total number)Benefits: Gain more insight into your target audience

How it’s used: Choose domain (e.g. site/campaign level) click the labeled icon

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Digital content label verificationPurpose: To monitor the brand safety of your content by classifying where it appears according to a standardized system of labelsBenefits: Provides a consistent definition for brand safety across all ad servicesHow it’s used: Target inventory in the DoubleClick Bid Manager

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Content verificationPurpose: Monitors the websites your ads are delivered to ensure the ads aren't displayed on pages with inappropriate content (Control the content types that get reported in Verification by going the settings for your account)Benefits: Provides a consistent definition for brand safety across all ad servicesHow it’s used: Use Google’s Standard Classifiers, or create Custom Classifiers (Classifiers are tags (e.g. adult, profanity, alcohol) you place on content to ensure it does not show up on websites that feature that tag)

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This value is (High, Medium, or Low)

based on the other metrics computed

(video size, location on page, audio volume, and optionally, the

presence of other videos on the page)

Defined as volume at less

than 1%

Small (less than 400x300 pixels), Large (400x300 to

1280×720), or HD (1280×720 — commonly

referred to as "720p" — or larger)

Used to compute average player size (000) or % of total

campaign impressions where player size was

measurable (%)

Video verificationPurpose: Identifies how large your ad was, where on page it appeared, its prominence, # of impressions, etc.

Benefits: Provides a consistent definition for brand safety across all ad servicesHow it’s used: Click the “Video” button The data will appear here (shown below)

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3 Criteria for Ad Blocking• List of

flagged domains

• Content classifiers

• Geographic targets

Ad BlockingPurpose: Ad blocking prevents your ads from serving to inventory where you do not want them to appear. Ensuring that your advertiser's brand does not appear in the wrong context

Benefits: A tool in content verification, ensures safety of ad placementsHow it’s used: Under the “Campaign” tab Click the “Settings” button

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Active View is especially helpful

when building Reach Reports. Visit the

“Report Builder” tab to start

Available at the:• Advertiser•Campaign•Placement •Site (publisher)•Domain level

Active View

How it’s used: Under “Campaign” tab Click the “Active View” button

Purpose: Track viewability of all ads, including video ads, served by DCM. Benefits: A tool in Video verification, allows for easy interpretation of data

DCM: Attribution

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AttributionPurpose: Process of determining which clicks and impressions led to conversions. In DCM, Floodlight is the tool you use to set up attribution tracking

Benefits: Attribution allows you too:• Take the data you have received from Verification, and

analyze it further to uncover which ads are the most efficient

How it’s used: Attribution encompasses the following tools1. Floodlight Reports2. Path to Conversion Reports3. Multi-Channel Funnels Report4. Attribution Modeling

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Floodlight Variables & ReportsPurpose: Floodlight tags are “key-values” used to track any type of data collected about your users (e.g. genre of movie a user purchases, country to which item is shipped, etc.)Benefits: Attribution allows you too:• Take the data received from Verification, and analyze it further to

uncover which ads are the most efficient

How it’s used: 2 types of Floodlight activities:• Counter Activities

• Count # of times that users visit a webpage after seeing, or clicking on your ad

• Sales Activities• Track the # of sales made, or # of items purchased• Capture total value of each sale(If you track # of items

purchased, DCM might count more than one conversion per user event)

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Standard VariablesStandard variables are enabled by default for all Floodlight configurations

and are available in all reports

2 Types of Standard Variables:• ord=: Order ID, added automatically to your Floodlight tags. How it’s

used:o In sales tags, advertiser populates the “ord=“ variable with a

unique ID to identify a particular order, receipt, transaction, or other event

o In counter tags of the Standard and Per Session types, the “ord=“ variable is populated with a random number to prevent browser caching. For Unique User counter tags, the value is always 1

• num=: Random number, added automatically to your counter Floodlight tags of Unique User type. The random number is added dynamically and used to prevent browser caching

Tracking Variables used to measure Floodlight Activities (2 types)

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Custom VariablesEnable you to capture information beyond the basics (visits and revenue)

that you can collect with standard variables

Custom Variables are:• Use the keys u1=, u2=, and so on, and can take any values that you

choose to pass to themo Can create up to 20 custom variables per Floodlight

configuration

Examples of Custom Variables:• Location: Pass the area code, the shipping or billing postal code, the

region, etc.• Travel and vacation: Pass the number of nights booked for hotels,

participation in a rewards program, route or fare details for travel, etc.• Products: Pass the SKU, product name, sales tax amount, shipping

amount, etc.• Loyalty: Pass an indicator that shows whether the user is a new or a

returning customer

Tracking Variables used to measure Floodlight Activities (2 types)

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Example Floodlight Reports:

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Click the New Report tab

Choose Path to Conversion

Select the Floodlight

configuration ID you want to show

in report

Select Floodlight activities to

include in your report

Set “lookback window” of up to 90 days for

clicks and impressions

Set a value for max gap between

interactions

Set a value for max number

of interactions for clicks & impressions

Choose whether to include the

following conversion

types Select:

conversion dimensions, per

interaction dimensions,

metrics, or custom variables

Schedule your report to run at

certain time (Optional)

Unattributed cookie

conversionsUnattributed cookieless

conversions

Path to Conversion (P2C)Purpose: You can create P2C reports in Report Builder, enabling you to understand how users were exposed to your ads in the lead-up to conversionBenefits: P2C reports help you understand which of your ads, and which types of media, are best at driving conversions

How it’s used:

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Conversion dimensions and metricsPurpose: This table (below) lists some of the values for conversion dimensions and metrics you typically include in your report

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Pivot on interaction

dataCan easily pivot reports based on

interaction information

To pivot a report:Create P2C report in Report Builder

select the option Pivot On

Interaction Path

Interaction dimensions and metricsPurpose: This table (below) lists some the values for interaction dimensions and metrics you typically include in your report

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7 forms of Multi-Channel Reports:1) Conversion

Reports2) Assisted

Conversion Reports

3) First Interaction Reports

4) Top Conversion Path Reports

5) Time Lag Reports

6) Path Length Reports

7) Attribution Reports

Multi-Channel Funnels ReportsPurpose: Give insight into how users follow paths that leads to conversion

Benefits: Give insight into the role your DDM channels — or specific ads, site placements, creatives, and click trackers – played in earning conversions Conversions reports- Use this

report as a baseline to compare other conversion data and report types Metrics on this report:• Click-through conversions• Click-through revenue• View-through conversions• View-through revenue• Total conversions• Total revenue

Assisted Conversions Reports- Shows number sales and conversions attributed to each channel (display ads, mobile ads, DoubleClick Search ads, etc.)Metrics on this report:• Click-through assisted

conversions• Rich Media assisted

conversions• Total conversions• Unassisted conversions

• View-through assisted conversions

• Click-through assisted revenue

• Total assisted revenue• Total revenue• Unassisted revenue

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•Attribution Model: is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points (impressions and clicks) in conversion paths

•First Interaction Report: The first interaction is the oldest interaction of the path that still falls within the lookback windows (whether click or impression)

• Metrics on this report:• First Click Conversions• First Impression

Conversions• First Click Revenue• First Impression Revenue• Total Revenue•Top Conversion Paths: Report

shows the conversion paths that your customers took on their way to purchase, as opposed to the contribution of each individual channel

•Time Lag: Reports show how much time (in days) elapsed between a user's first exposure (click or impression) and their subsequent conversion•To run, Click Time Lag in the left-hand navigation panel, then select a Floodlight configuration

•Path Length: Reports show you how many conversions and how much revenue were generated by users who saw or clicked on your ads a given number of times•To run, Click Path Length in the left-hand navigation panel, then select a Floodlight configuration

Multi-Channel Funnels Reports (Cont’d)

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Floodlight model attributes 100% of the conversion value to the last click made by the user before buying or convertingUse case: The baseline model shown in standard reports in DDM

The Last Interaction model attributes 100% of the conversion to the last channel with which the customer interacted before buying or convertingUse case: This model emphasizes the role of a channel in closing sales or conversions. It's relevant for campaigns that are designed to attract people at the moment of purchase or conversion. It's also useful if your business is mainly transactional, with a sales cycle that doesn't involve a long consideration phase. The First Interaction model attributes 100% of the conversion value to the first channel with which the customer interacted.Use case: If you're running campaigns to create awareness. For example, when marketing a brand that's not well known, use this model to emphasize the role of display advertising in initiating conversion funnels. The Linear model gives equal credit for conversions to each channelUse case: For campaigns that are designed to maintain customer contact and awareness The Time Decay model is for a cycle that involves only a brief consideration phase. Model is based on the concept of exponential decay. It gives the most credit to the touch points that are nearest to the time of conversion or sale. Use case: For short-lived promotional campaigns. If you run one-day or two-day promotions, you might want to give more credit to interactions during those promotions. Older touch points have value compared to those that occurred right before conversion.  The Position Based model is a hybrid of the Last Interaction and First Interaction models. Instead of giving all the credit to either the first or the last interaction, you can split the credit between them. Common scenario is to assign 40% credit each to the first and last interaction, and 20% to the remaining interactions. Use case: When you value the touch points that both introduce and convert a customer conversion

Attribution Modeling Cont’d