DoubleClick Bid Manager Conversions reports

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

In this article:

The Conversions > Multi-Channel Funnel reports

What's in the reports

The DoubleClick Bid Manager Reporting integration lets you see source = dbm and medium = cpm for all impressions and clicks from DoubleClick Bid Manager that are part of the conversion path.

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

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

DBM filter for report data


You can also apply DBM-specific dimensions (DBM Advertiser, DBM Insertion Order, DBM Line Item, DBM Creative, DBM Site) as primary or secondary dimensions in all Multi-Channel Funnel reports.

Note that if you select DFA as the Type filter, then you see both dfa/cpm and dbm/cpm impressions and clicks since DCM reporting integration already provides access to DBM impressions and clicks. If you want to look at DFA traffic and also be able to distinguish which sessions are DBM, then use Source or any of the DBM 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 DBM 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 DBM filter at the top of the report.
  2. Change the primary dimension to Other > Acquisition > Source/Medium Path. DBM interactions are labeled dbm/cpm in the paths. You can now see the touchpoints that happened before and after users saw DBM 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 DBM 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 DBM data.

How to use the Model Comparison tool

To use a basic attribution model:

  1. Click the DBM 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 that aspect of DBM your campaigns (for example, Advertiser, Insertion Order, Line Item, Site, or Creative).

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

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 DoubleClick Campaign Manager account with your Analytics account. If available, you can simply select it by clicking the Floodlight option on the Explorer tab.

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