Display & Video 360 Acquisition reports

Analyze your Display & Video 360 data using new and updated Analytics 360 Acquisition reports.
This feature is only available in Google Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

When the Display & Video 360 Reporting Integration is complete, you'll see a new set of Display & Video 360 reports in the Acquisition > Google Marketing Platform section of all views in your linked Analytics 360 property. Additionally, you:

  • Will see Display & Video 360 activity broken out in a new row in the Source/Medium report.
  • Can create Segments based on Display & Video 360 dimensions.

If you also participate in the Campaign Manager Integration, you'll see Floodlight conversion data in the Floodlight metric group on the Explorer tab of each report in the Acquisition > Google Marketing Platform > Display & Video 360 section.

Note: Currency conversion in Google Marketing Platform advertising products-Analytics integrations

If your Analytics view uses a different currency than your Display & Video 360 or Search Ads 360 account, Analytics automatically converts the Display & Video 360 or Search Ads 360 cost data to the Analytics currency, using the exchange rate at the midpoint of the reporting time range. For example, if you've selected January 5th to 19th, Analytics uses the exchange rate from January 12th.

Display & Video 360 cost data is used in the Analytics metrics DV360 Cost, DV360 eCPC, DV360 eCPM, DV360 eCPA, and DV360 ROAS.

Search Ads 360 cost data is used in the Analytics metrics SA360 Cost, SA360 CPC, SA360 RPC, and SA360 ROAS.

 

In this article:

The Display & Video 360 reports

This integration provides you with the following new reports, available in Acquisition > Google Marketing Platform > Display & Video 360:

  • Advertisers: See Analytics metrics for each Advertiser in your Display & Video 360 account.
  • Insertion Orders: See Analytics metrics for each Insertion Order in your Display & Video 360 account.
  • Line Items: See Analytics metrics for each Line Item in your Display & Video 360 account.
  • Creatives: See Analytics metrics for each Creative in your Display & Video 360 account. Creatives correspond to Placements in Campaign Manager and are the actual tags assigned to Display & Video 360 Line Items. More than one Creative may be assigned to a Line Item, and a single Creative may be mapped to multiple Line Items.
  • Sites: See Analytics metrics for each publisher site where your Display & Video 360 ads are shown.
  • Exchanges: See Analytics metrics for each ad exchange from which you bought Display & Video 360 impressions.

Click-through and View-through sessions

The Display & Video 360 reports show Analytics metrics (such as Sessions and Bounce Rate) for both Click-through and View-through sessions attributed to your Display & Video 360 campaigns. Click-through sessions are those in which users clicked on your Display & Video 360 ad at some point before reaching your site, and View-through sessions are those in which users viewed your Display & Video 360 ads before going to your site. 

A different attribution model

The Display & Video 360 reports use an attribution model called the CM Model (i.e., the Campaign Manager Model). Most other Analytics reports (such as the Source/Medium report) use a different attribution model; this model is called the GA Model in all Google Marketing Platform advertising product integration reports and dimensions.

CM Model

The CM Model attributes Analytics sessions to campaigns by considering Display & Video 360 only and ignoring all other channels driving traffic to your site. This means that an Analytics session will be mapped to a Display & Video 360 campaign if the user ever viewed (View-through) or clicked on (Click-through) your Display & Video 360 ad at any time within the lookback window before visiting your site.

Example

If a user views your Display & Video 360 ad, then clicks on your Search ad and visits your site, then the Display & Video 360 reports will attribute the session to the Display & Video 360 campaign as a View-through session. However, all other Analytics reports (including Source/Medium) would attribute this session to Search.

Similarly, if a user clicks on your Display & Video 360 ad and then visits your site, the Display & Video 360 reports attribute the session to the Display & Video 360 campaign as a Click-through. If the next day, the same user clicks on an Organic Search result and visits your site, the Display & Video 360 reports will still attribute the new session to the Display & Video 360 campaign as a Click-through.

GA Model ("Last Non-Direct Click")

Most other Analytics reports attribute a Source/Medium to each session based on the Last Non-Direct Click model, wherein direct visits from returning visitors are ignored and are attributed to a preceding campaign (if it exists).

Example

If a user clicks on your Display & Video 360 ad and visits your site, the Source/Medium of the session will be dbm/cpm.

However, if the next day, the same user clicks on an Organic Search result and visits your site, the GA Model will label the Source/Medium of the new session as google/organic.

The Clicks metric group

Use the Explorer tab in any of the Display & Video 360 reports to change your metric group to Clicks, which shows metrics like DV360 ImpressionsDV360 Clicks, and DV360 Conversions. These metrics are directly fetched from Display & Video 360, so they will exactly match with your reports in Display & Video 360.

If you enabled Cost Data sharing during setup, you'll also see DV360 Cost and related calculated metrics (DV360 eCPC, DV360 eCPM, DV360 eCPA) on the Explorer > Clicks tab.

DV360 Cost is aggregate cost data, known as Revenue in Display & Video 360. If you choose to import cost data, only aggregate cost will be shared with Analytics; no breakdown of this aggregate cost will be available in your Analytics account.

The DV360 ROAS metric is calculated based on Analytics Revenue, which is tracked using Analytics tracking code; this is NOT Floodlight Revenue.

The Acquisition > All Traffic > Source/Medium report

With the Display & Video 360 Reporting Integration, traffic coming from Display & Video 360 campaigns as attributed by the GA Model will be marked with Source=dbm and Medium=cpm.

Note that if you've previously used the Campaign Manager Integration, this traffic was marked with Source=dfa and Medium=cpm. If you now use both the Display & Video 360 and Campaign Manager integrations concurrently, then Display & Video 360 traffic in this report:

  • appears its own separate row (dbm / cpm).
  • is deduped from the general Campaign Manager traffic row (dfa / cpm).

Display & Video 360 native dimensions (Advertiser, Insertion Order, Line Item, Creative, Exchange, Site) are available as Secondary dimensions to further segment Display & Video 360 data in this report.

Display & Video 360 dimensions in Segments

With this integration, you can also create Segments based on Display & Video 360 dimensions, allowing you to compare and analyze subsets of data in most Analytics reports.

For example, you could create a segment of all users coming to your site after seeing an ad from your Display & Video 360 "T-Shirts" campaign. 

Learn more about how to use the Segment builder.

Related resources

Learn more about the Display & Video 360 Reporting Integration in the following articles:

Learn more about other Analytics features mentioned in this article:

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