Reporting for social campaigns

Report on social campaigns

After you successfully onboard a social engine account into DoubleClick Search (DS), Floodlight reports will start to report conversions that are generated by ads in the social engine and recorded by Floodlight tags on your site. Reporting conversions happens automatically without additional steps on your part.

To report cost and engagement metrics, you need to sign into your PMD, export the metrics, and send them to DS. Depending on the PMD, you may be able to schedule the export and have metrics automatically sent to DS on a regular basis. If you don't send these metrics to DS, you won't be able to see the number of clicks, impressions, and cost associated with your social ads (but you'll still be able to see visits and Floodlight conversions).

Importing cost and engagement metrics isn't supported for Twitter.

DS automatically creates social campaigns

DS automatically creates campaigns, ad groups, and ads as reporting metrics become available (either through importing cost and engagement metrics or click tracking).

Campaigns, ad groups, and ads that haven't been clicked or included in a metrics import during the DS report's time range do not appear in DS.

Learn more

Names may be shortened in DS reports

To prevent its tracking URLs from becoming too long, DS sometimes limits campaign, ad group, and ad names to 20 characters. The names are not changed in the engine itself. The shortened names only appear in DS reports and DoubleClick Campaign Manager reports.

If the shortened names aren't unique, use the engine ID or DS ID to distinguish campaigns, ad groups, or ads.

How soon does DS start reporting conversions for new social ads?

DS may not be able to track visits and conversions in the first hour after you add DS tracking URLs to a social ad in the engine. For example:

  1. You sign into the social engine and create a social ad.
  2. You add DS tracking URLs to the social ad.
  3. The ad is served immediately and a click on the ad is redirected through DS.
  4. DS creates a copy of the ad in DS for reporting purposes.
  5. For the first hour after you create the ad in the social engine, DS cannot attribute visits or conversions to the ad, even if it appears in DS. Paid Social reports in Report Builder may show these conversions as unattributed.
  6. Two hours later, the ad is served again and a click on the ad is redirected through DS.
  7. DS is able to report a visit and any conversions on this click, since it's been more than an hour since you created the ad.

In addition, because of factors such as DoubleClick spam filtering and the time social engines need to approve new ads, you may see negative clicks or impressions during the first 24 hours after DS creates a copy of a social ad. 

View social cost and engagement metrics

If you have sent social cost and engagement metrics to DS:

  1. Navigate to an advertiser or lower scope.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    DoubleClick Search displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Click any of the following tabs:
    • Engine accounts
    • Campaigns
    • Ad groups
    • Ads
  3. Adjust the report's time range to include only a time period for which social metrics have been uploaded into DS.
  4. Optionally apply filters to view just the data you want to see.
    For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

By default, the report shows columns with cost metrics, such as Clicks and Cost. You can add or remove columns to see other social metrics such as engagement metrics.

View Floodlight conversions

  1. Navigate to an advertiser or lower scope.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    DoubleClick Search displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Click any of the following tabs:
    • Engine accounts
    • Campaigns
    • Ad groups
    • Ads
  3. Adjust the report's time range to include only a time period for which social metrics have been uploaded into DS.
  4. Add Floodlight data to the report.
    For example, from the View menu above the reporting table, select Actions or Sales. DS now displays conversion columns, and each row reports the number of conversions it has generated.

    If you haven't sent social cost and engagement metrics to DS, add the Visits column. The Visits column reports the number of times customers land on your site after clicking social ads. Unlike Clicks, Visits are recorded by DS and therefore don't require you to import engine metrics.
  5. For more detail, create custom Floodlight columns that report on one or more Floodlight activities. Then add those custom columns to the report. Learn more.
  6. Optionally apply filters to view just the data you want to see.
    For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

Other reporting features

Reports that contain conversions and metrics from social engines support the same features as reports with search engine metrics and conversions. For example, you can do the following with social data in DS:

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