Display & Video 360 Conversions reports

Analyze your Display & Video 360 data using new and updated Analytics Conversions 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 enabled, you'll see Display & Video 360 specific dimensions in the Conversions reports for views that are enabled in your linked Analytics 360 property.

In this article:

The Conversions > Multi-Channel Funnels reports

What's in the reports

The Display & Video 360 Reporting integration lets you see source = dbm and medium = cpm for all impressions and clicks from Display & Video 360 that are part of the conversion path.

If you currently use the Campaign Manager Reporting integration, then you already get all Display & Video 360 impressions and clicks, but they are marked as source = dfa and medium = cpm. If you also enable Display & Video 360 integration, then all Display & Video 360 impressions and clicks are marked as source = dbm and medium = cpm, making it easier to measure the impact of your Display & Video 360 campaigns.

When you apply the DV360 filter at the top of the reports, you see only those conversions where a Display & Video 360 impression or click was in the conversion path.

DV360 filter for report data


You can also apply Display & Video 360-specific dimensions (DV360 Advertiser, DV360 Insertion Order, DV360 Line Item, DV360 Creative, DV360 Site) as primary or secondary dimensions in all Multi-Channel Funnels reports.

Note that if you select Campaign Manager as the Type filter, then you see both Campaign Manager/cpm and Display & Video 360/cpm impressions and clicks since Campaign Manager reporting integration already provides access to Display & Video 360 impressions and clicks. If you want to look at Campaign Manager traffic and also be able to distinguish which sessions are Display & Video 360, then use Source or any of the DV360 dimensions as a primary or secondary dimension.

How to use the reports

The Multi-Channel Funnels reports focus exclusively on the sessions that led up to conversions, and give you insight into the role that display played—and the roles that specific ads, creatives, etc. played—in your conversions.

For example, to see where Display & Video 360 impressions and clicks appear in the Conversion Paths that customers take to your site:

  1. Navigate to Conversions > Multi-Channel Funnels > Top Conversion Paths, and click the DV360 filter at the top of the report.
  2. Change the primary dimension to Other > Acquisition > Source/Medium Path. Display & Video 360 interactions are labeled Display & Video 360/cpm in the paths. You can now see the touchpoints that happened before and after users saw Display & Video 360 ads.

The Conversions > Attribution reports

What's in the reports

The Model Comparison Tool lets you compare different models of assigning credit to display. You can choose from several basic models, or you can create your own model that assigns credit for clicks and impressions in the way that makes the most sense for your business.

By comparing attribution models, you can identify Display & Video 360 advertisements that may be over- or undervalued in your current attribution model, and then adjust your investments accordingly.

If you've enabled Data-Driven Attribution and meet the requirements, then your custom Data-Driven model includes your Display & Video 360 data.

How to use the Model Comparison tool

To use a basic attribution model:

  1. Click the DV360 filter at the top of the report.
  2. Select one or more attribution models from the menus above the table.
  3. Select a primary dimension to evaluate the desired aspect of your Display & Video 360 campaigns (for example, Advertiser, Insertion Order, Line Item, Site, or Creative).

If you enabled sharing of Display & Video 360 cost data when you linked your accounts, then you can also see the Spend and CPA values for the Display & Video 360 campaigns. (Note that Display & Video 360 cost imported via this integration is the Revenue metric from Display & Video 360.)

To create a custom attribution model:

  • From the Select model menu, select Create new custom model.
  • Name your model, and choose one of the five baseline models to determine how to distribute credit to touch points in the conversion path.
  • Use the Adjust credit for impressions section to set an overall rule for how impressions are valued.

You can use Advanced Option to specify a different level of credit for impressions that precede a session within a certain time window. For example, you could value all impressions 1/10 as much as a click, but value impressions that occur within two minutes of a session 1/5 as much.

Use the Adjust credit based on user engagement and Apply custom credit rules sections to further customize your attribution model.

Floodlight conversion data

Floodlight conversion data is available if you have also linked the corresponding Campaign Manager account with your Analytics 360 account. If available, you can simply select it by clicking the Floodlight option on the Explorer tab.

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