Why don't Floodlight conversions in DoubleClick Search match DCM?
DoubleClick Search (DS) and DoubleClick Campaign Manager (DCM) may report different data for Floodlight conversions (such as Actions, Transactions, and Revenue) because of the way DS handles conversion counts, Floodlight instructions, and uploaded conversions.
DS reports a conversion each time a Floodlight tag fires. In some cases, DoubleClick Search uses scaling to account for the conversion data that can't be directly measured. This is true for both Actions and Transactions.
- Counter activities (called Action activities in DS) report a conversion each time a counter Floodlight tag fires. This is how DS reports actions, though DS also uses scaling to account for conversions that can't be directly measured.
- Sales activities (called Transaction activites in DS) can be set up to do one of the following:
- Report a conversion each time a sales Floodlight tag fires. This is how DS reports actions, though DS also uses scaling to account for conversions that can't be directly measured.
- Report a separate conversion for each item sold during a single transaction, as defined in the tag's
If any of your sales tags report separate conversions for each item sold, you may see more conversions in your DCM reports than in your DS reports.
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.