Why don't DS conversion stats match DCM stats?

The differences in conversion stats (such as actions, transactions, and revenue) between DoubleClick Search and DoubleClick Campaign Manager (DCM) may be a result of the way DoubleClick Search handles conversion counts, Floodlight instructions, uploaded conversions, or DCM conversion updates.

 

Conversion counts

DoubleClick Search reports conversion count as the number of conversions, while DCM reports it as the sum of the quantity in all conversions. For example, if some quantities in your Floodlight transactions are greater than 1, you may see that the transaction counts in DS are smaller than the counts in DCM.

Floodlight instructions

DoubleClick Search applies Floodlight instructions to its reporting data, but DCM does not display data that has been modified by Floodlight instructions, unless you add the Paid Search Actions/Transactions metrics to the DCM report.

For example, an advertiser based in the United States might have sales for a specific campaign coming from both a US website and a Canadian website:

  • US website leads to sales of $5,000 USD.

  • Canadian website leads to sales of $5,000 CAD.

To report sales in a single currency, the advertiser sets up a Floodlight instruction that converts Canadian sales to USD. When you view your reports:

  • DS applies the Floodlight instruction and converts $5,000 CAD to $4539 USD. So the total sales for the campaign will be reported as 9,539.

  • By default, DCM reports do not display the result of Floodlight instructions. So the DCM Standard report that is scoped to the DS campaign adds $5,000 CAD and $5,000 USD for a total of 10,000.

  • If you add the Paid Search Actions/Transactions metrics to a DCM report that is scoped to the DS campaign, DCM will use the sales metrics reported by DS, 9,539, which is the value DS calculated after applying the Floodlight instruction.

Uploaded conversions

Uploaded conversions were known as Insert transactions in the previous version of DoubleClick Search (DS). Insert transaction edits in DS were only applied to the DS data that got transferred as historical data to DoubleClick Search; these edits are not in DCM. As a result, the historical stats in DoubleClick Search don't match DCM.

If neither of these reasons apply, please follow up with your Technical Account Manager or email ds-support@google.com.
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