Display & Video 360 use cases and analysis

Get the most out of the Display & Video 360 Reporting Integration.
This feature is only available in Google Analytics 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

Learn how you can use the Display & Video 360 Reporting Integration with Analytics 360 to understand and improve your Display & Video 360 campaigns.

In this article:

Use Analytics engagement metrics to optimize Display & Video 360 campaigns

In the Acquisition > Google Marketing Platform > Display & Video 360 reports, use the default Site Usage metric group on the Explorer tab to see Analytics engagement metrics (e.g., Pages/Session and Avg. Session Duration) along Display & Video 360 dimensions.

Optimize Display & Video 360 bids and budgets

To see which of your Display & Video 360 line items or insertion orders are driving more engagement (e.g., lower Bounce Rate, higher Avg. Session Duration, or more Pages/Session), go to the Line Items and Insertion Orders reports.

Consider bidding higher or adding more budget in Display & Video 360 for campaigns that drive higher engagement. This is especially effective when you can't rely on conversions for optimization—either because you're looking at a new campaign that doesn’t have conversions or because you're analyzing a brand campaign.

Optimize Display & Video 360 site and exchange targeting

Compare site engagement driven by all exchanges or sites by using the Exchange and Sites reports. Identify any sites and exchanges that are driving a large number of Click-through or View-through sessions but very low engagement on site. Exclude or reduce budget/bids in Display & Video 360 for low performing sites and exchanges.

Optimize Display & Video 360 creatives

Use the Creatives report to compare site engagement driven by all of your creatives. Optimize Display & Video 360 creatives by increasing usage or creating new variations of those creatives that drive higher site engagement.

Understand the impact of Display & Video 360 View-through traffic

Remember, View-through sessions are sessions in which the visitor saw an impression from a Display & Video 360 campaign before going to your site.

See if ad impressions influence users’ site behavior

Use the Acquisition > Google Marketing Platform > Display & Video 360 reports to compare the site engagement of View-through sessions against Click-through sessions or against overall traffic to see if your ad impressions influence the behavior of users coming to your site after seeing a Display & Video 360 ad. 

For example, in the following screenshot of the Advertisers report, you can see that View-through sessions have an Avg. Session Duration of 6:08 minutes. Compare this metric for View-through sessions against the Avg. Session Duration for all traffic (found in the top row of the data table in the Acquisition > All Traffic > Source/Medium report) to see if Display & Video 360 impressions result in more engaged visitors.

Similarly, you can compare other metrics, such as Bounce Rate, and also dig deeper by drilling into specific campaigns.

Avg. Session Duration for view through and click through

 

Segment Display & Video 360 View-through traffic for further analysis

This integration allows you to use Display & Video 360 dimensions to create custom Segments. You can create segments to isolate specific Display & Video 360 traffic for further analysis. 

For example, you can use the Segment builder to create a new segment for all Display & Video 360 View-through sessions from a specific advertiser, such as GStore. Go to Advanced > Conditions, and create the following two conditions, joined by an AND operator:

  • DV360 Advertiser (CM Model) contains GStore
  • CM Attribution Type (CM Model) contains View-through

Refer to the following screenshot for help in creating this segment.

Create a view through segment

Once you have segmented the View-through sessions, you can compare them against the default All Users segment to gain insight into your audience and better understand the difference in site engagement.

Example: Compare Display & Video 360 View-through sessions against All Users by Age

Use the Age section of the Audience > Demographics > Overview report to compare the Display & Video 360 View-through sessions segment against the default All Users segment. 

In this example account, you can see that there's a greater percentage of older audiences in Display & Video 360 View-through sessions. The 45-54 age range is ~15% of overall site sessions, but it's closer to 30% for Display & Video 360 View-through sessions. 

 Comparing DBM View-through Sessions against All Sessions by Age

Example: Compare Display & Video 360 View-through sessions against All Users by Gender

Use the Gender section of the Audience > Demographics > Overview report to compare the DV360 View-through sessions segment against the default All Users segment.

In this example account, a comparison by Gender shows that Display & Video 360 View-through sessions have a higher percentage of females (~71%) as compared to All Users (~62%).

Comparing DBM View-through Sessions against All Sessions by Gender

These types of analysis might help you unlock new customer segments or better understand the audiences that are responding to your ad campaigns. Insights like the above can also help inform your creative strategies to attract the right type of audiences.

Use Analytics Audience insights to optimize Display & Video 360 campaigns

The reports in the Audience section allow you to analyze your traffic by categories such as:

  • Demographics (Age, Gender)
  • Interests (Affinity Categories, In-Market Segments)
  • Geography (Language, Location)
  • Behavior (New vs. Returning, Frequency & Recency, Engagement)
  • Technology (Browser & OS)
  • Mobile Devices

By creating a Segment for all of your Display & Video 360 traffic, you can see how users acquired from Display & Video 360 campaigns behave across all of these dimensions.

For example, if you have two Display & Video 360 advertisers (GStore US and GStore EU), you can create the following custom Segment in the Segment builder. Go to Advanced > Conditions, and create these two conditions, joined by the OR operator:

  • DV360 Advertiser (CM Model) contains GStore US
  • DV360 Advertiser (CM Model) contains GStore EU

Refer to the following screenshot for help in creating this segment.

Once you've created this Segment, apply it in any of the Audience reports to find ways to optimize your Display & Video 360 account.

Example: Segment Display & Video 360 Traffic by Mobile Device and Age

Go to the Audience > Mobile > Devices report, and add Age as a Secondary dimension. 

In this example account, users coming from Apple iPhones in the 25-34 age group are lot more engaged (lower Bounce Rate, more Pages/Session, and longer Avg. Session Duration) than the average user driven by Display & Video 360.

You can use this insight to create a new Line Item with this targeting setting in Display & Video 360 and bid higher to acquire more users similar to this.

Example: Segment Display & Video 360 Traffic by New Users

Go to the Audience > Behavior > New vs Returning report, and add DV360 Line Item Name (GA Model) as a Secondary dimension. 

In this example account, the DBM_Video_US Line Item is driving a significant part of New Visitors (Users) with a relatively high engagement. You can use this insight to optimize your Display & Video 360 campaigns by continuing to invest in this video campaign if your objective is to drive more users.

For additional insights, you can also compare your Display & Video 360 custom Segment against the default All Users segment in the Audience reports.

Create granular Remarketing Audiences in Analytics

Use this integration to create more granular Remarketing Audiences in Analytics by creating Segments based on Display & Video 360 dimensions, and then importing those Segments during the Remarketing Audience creation flow.

You can then share these lists with either GDN or Display & Video 360 for remarketing through our existing Google Ads and Display & Video 360 Remarketing integrations.

Example: Create new Remarketing Audience

Use the Segment builder to create a custom Segment that contains all users who have:

  • Clicked on your Display & Video 360 T-Shirts ad.
  • Spent > 1 min on the site.
  • Not converted yet.

Go to Advanced > Conditions, and create these four conditions, joined by the AND operator:

  • CM Attribution Type (CM Model) exactly matches Click-through
  • DV360 Line Item (CM Model) exactly matches T-Shirts
  • Time on Page per user ≥ 60.
  • Transactions per user = 0.

Refer to the following screenshot for help in creating this segment.

You can also create a list of users who clicked on a specific Display & Video 360 creative and interacted with a specific page on site.

Related resources

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

Learn more about the other features mentioned in this article:

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