DoubleClick Bid Manager Acquisition reports
This feature is only available in Google Analytics 360, part of the Google Analytics 360 Suite.
Learn more about the Google Analytics 360 Suite.
When the DoubleClick Bid Manager Reporting Integration is complete, you'll see a new set of DoubleClick Bid Manager reports in the Acquisition section of all views in your linked Google Analytics 360 property. Additionally, you:
- Will see DBM activity broken out in a new row in the Source/Medium report.
- Can create Segments based on DBM dimensions.
If you also participate in the DoubleClick Campaign Manager Integration, you'll see Floodlight conversion data in the Floodlight metric group on the Explorer tab of each report in the Acquisition > DoubleClick Bid Manager section.
Note: Currency conversion in DoubleClick-Analytics integrations
If your Analytics view uses a different currency than your DoubleClick Bid Manager or DoubleClick Search account, Analytics automatically converts the DBM or DS 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.
DBM cost data is used in the Analytics metrics DBM Cost, DBM eCPC, DBM eCPM, DBM eCPA, and DBM ROAS.
DS cost data is used in the Analytics metrics DS Cost, DS CPC, DS RPC, and DS ROAS.
In this article:
The Acquisition > DoubleClick Bid Manager reports
This integration provides you with the following new reports, available in Acquisition > DoubleClick Bid Manager:
- Advertisers: See Analytics metrics for each Advertiser in your DBM account.
- Insertion Orders: See Analytics metrics for each Insertion Order in your DBM account.
- Line Items: See Analytics metrics for each Line Item in your DBM account.
- Creatives: See Analytics metrics for each Creative in your DBM account. Creatives correspond to Placements in DoubleClick Campaign Manager and are the actual tags assigned to DBM 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 DBM ads are shown.
- Exchanges: See Analytics metrics for each ad exchange from which you bought DBM impressions.
Click-through and View-through sessions
The DoubleClick Bid Manager reports show Analytics metrics (such as Sessions and Bounce Rate) for both Click-through and View-through sessions attributed to your DBM campaigns. Click-through sessions are those in which users clicked on your DBM ad at some point before reaching your site, and View-through sessions are those in which users viewed your DBM ads before going to your site.
A different attribution model
The DoubleClick Bid Manager reports use an attribution model called the DCM 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 DoubleClick integration reports and dimensions.
The DCM Model attributes Analytics sessions to DBM campaigns by considering DBM only and ignoring all other channels driving traffic to your site. This means that an Analytics session will be mapped to a DBM campaign if the user ever viewed (View-through) or clicked on (Click-through) your DBM ad at any time within the lookback window before visiting your site.
If a user views your DBM ad, then clicks on your Search ad and visits your site, then the DBM reports will attribute the session to the DBM 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 DBM ad and then visits your site, the DBM reports attribute the session to the DBM campaign as a Click-through. If the next day, the same user clicks on an Organic Search result and visits your site, the DBM reports will still attribute the new session to the DBM 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).
If a user clicks on your DBM 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 DoubleClick Bid Manager reports to change your metric group to Clicks, which shows metrics like DBM Impressions, DBM Clicks, and DBM Conversions. These metrics are directly fetched from DBM, so they will exactly match with your reports in DBM.
If you enabled Cost Data sharing during setup, you'll also see DBM Cost and related calculated metrics (DBM eCPC, DBM eCPM, DBM eCPA) on the Explorer > Clicks tab.
DBM Cost is aggregate cost data, known as Revenue in DBM. 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 DBM 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 DBM Reporting Integration, traffic coming from DBM campaigns as attributed by the GA Model will be marked with Source=dbm and Medium=cpm.
Note that if you've previously used the DoubleClick Campaign Manager Integration, this traffic was marked with Source=dfa and Medium=cpm. If you now use both the DBM and DCM integrations concurrently, then DBM traffic in this report:
- appears its own separate row (dbm / cpm).
- is deduped from the general DCM traffic row (dfa / cpm).
DBM native dimensions (Advertiser, Insertion Order, Line Item, Creative, Exchange, Site) are available as Secondary dimensions to further segment DBM data in this report.
DBM dimensions in Segments
With this integration, you can also create Segments based on DBM 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 DBM "T-Shirts" campaign.
Learn more about the DBM Reporting Integration in the following articles:
- About the DoubleClick Bid Manager Reporting Integration
- Select views for the DoubleClick Bid Manager Reporting Integration
- DoubleClick Bid Manager use cases and analysis
Learn more about other Analytics features mentioned in this article: