Create and manage social engine accounts

About social campaigns in DoubleClick Search

Report and remarket across social, search, and display channels

If you're engaging audiences through social, search, and display ads, it's possible that all three channels contribute to conversions on your site. But if you use different conversion-tracking systems for different channels, you may be over-reporting the number of conversions. To prevent duplicate conversion counting, add your social accounts to DS and use Floodlight as the single solution for tracking and reporting across social, search, and display channels.

For insight into the complete cross-channel conversion funnel, starting with impressions and clicks and ending with conversions on your site import social cost and engagement metrics into DS.

See an example

For example:
  1. A customer clicks a search ad but doesn't immediately convert.
  2. Later, the customer clicks a social ad and converts.
  3. If you've added your social accounts to DS, the last-click attribution model in DS attributes the conversion to the social ad. You can use other attribution models in DS to distribute credit to both the search and social ads.

    If you don't add your social accounts to DS, DS may give full credit to the paid search ad while the system you use to track social conversions gives full credit to the social ad. In this case, you're overcounting the number of conversions on your site, and you're missing insight into how your social and search ads work together to drive conversions.
  4. If you import social cost and engagement metrics, you can compare impressions, clicks, and cost per action (CPA) or ROAS across your search and social campaigns.

Supported social engines

See the list of social engines and features supported by DoubleClick Search.

Supported DS reporting features

DS supports the following reporting features for social engines:

DS does not support:

  • Hourly data for social engines
  • Executive reports
  • DS macros. That is, DS does not provide values for DS macros in landing page URLs within a social engine account

DS can't create, edit, or pause campaigns, change bids or make other types of changes. However, some PMDs can send Floodlight conversion data to the social engine, which can then be used for bidding decisions. Contact your PMD for more information.

Cross-channel remarketing

In addition to reporting on social campaigns, DS can work with social and search engines to build lists of customers who click your social ads and search ads. Once the lists contain enough users to satisfy engine requirements, you can use the engines or DoubleClick Bid Manager to re-engage your customers on search, social, or display channels. Learn more about cross-channel remarketing in DS.

Placeholder keywords in "Other engines" compared to social engines

To report on unsupported engines before DS introduced support for reporting on social engines, you needed to create an engine account of type "Other engine", and then create placeholder keywords in the engine account. While placeholder keywords are still supported, it's recommended that you use a social engine account instead. 

With social engine accounts, DS automatically creates a campaign hierarchy that matches the campaign in the engine, instead of requiring you to recreate the hierarchy and populate it with placeholder keywords. Social engine accounts can import cost metrics, and they support cross-channel remarketing, which is not supported for "Other engines."

DCM clicktrackers compared to DS social engines

Another option some advertisers use to report on social ads is manually applying DoubleClick Campaign Manager (DCM) clicktracker URLs to social ads. With this option, you can use DCM Report Builder to run reports and use display metrics and attributes to report on performance.

This DCM option is incompatible with DS social engines. If you applied DCM clicktracker URLs to your social ads, remove the clicktrackers before you add DoubleClick Search tracking URLs to your social ads. After you finish setting up your social engines in DS, use Paid Social metrics and attributes in your DCM Report Builder and Attribution reports instead of the display metrics and attributes that you used before.

Next steps

If you haven't already created social engine accounts in DoubleClick Search, take a look at the getting started guide.

For more information, learn how to report on social campaigns in DoubleClick Search and in DoubleClick Campaign Manager.

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