Analyze performance data in DS

To help you analyze the effectiveness of your search marketing, DoubleClick Search (DS) organizes performance metrics into different tabs and views, and makes the data available at different scopes. Once you’ve found the data you want to analyze, you can download the data in a variety of formats.

For example, to see the number of clicks and impressions for all of an advertiser’s campaigns (across all engines), you scope (navigate) to an advertiser, click the Campaigns tab, and select the Performance view.

To see just the number of clicks and impressions on a specific engine, you narrow the scope by navigating to an engine account.

Tabs

A tab provides a snapshot of performance and trends for a specific type of DS object, such as campaigns, keywords, ads, or product targets. On each tab:

  • The performance summary graph at the top illustrates how your objects are performing for up to two metrics.

  • The reporting table at the bottom breaks the data down into more detail for each object. For example, if you're on the Ads tab, you can see metrics such as clicks, total cost/action, and action conversion % for each ad in the ad group.

  • You can use the Segment option to view ad and keyword performance at the same time. This shows how each ad/keyword combination is performing.

  • You can customize the data that appears.

Keywords and Ads tabs at the advertiser level

When you scope to the advertiser level and click the Keywords or Ads tabs, the following options are not available:
  • Viewing the change history
  • Applying a bid strategy
  • Creating landing page tests
  • Applying bulk edits
  • Creating rules

All of these options are available if you scope down to a specific engine account or lower. In addition, any filters or segmentation you specify will not be applied until you scope down to an engine account or lower.

Views

A view determines which columns display in the reporting table at the bottom of the tab. DS provides a few different views for each tab. You can add or remove columns and then save your changes as a new view.