Create and manage engine track accounts

About engine track accounts

Use DoubleClick Search to report on all of your search marketing activity

For some types of search engines, DoubleClick Search (DS) supports reporting on Floodlight conversions and uploading cost metrics but doesn't support creating or managing campaigns. To report on these engines in DS, create an engine track account. Depending on the type of engine, DS can partially automate the process of setting up conversion tracking and uploading cost metrics.

Engine track accounts are for reporting only. DS does not create or manage campaigns in engine track accounts.

Supported engines

You can create engine track accounts in DS for the following engines:

  • adMarketplace
  • Naver
  • 360.cn (Qihoo)
  • Yandex

Not all of these engines support reporting for individual ads. In this case, DS reports on keywords, ad groups, campaigns, and the overall engine account, but doesn't provide an Ads tab within the account.

Background information: sources of reporting data

For all types of engines, reporting data comes from two separate sources:

  • The engine itself is the source for data about impressions, clicks, and cost.
  • Conversion tracking systems: Once a customer clicks your ad, other systems such as Floodlight can start tracking activity. To attribute this activity to campaigns in DS, clicks need to be redirected to DS using the DS tracking URL (clickserver URL). Each clickserver URL has unique IDs that DS uses to track unique visits to your site and to attribute any conversions during that visit back to the specific campaigns and keywords that led to the visit.

    After DS records the campaign and keyword IDs, it redirects the click to the original landing page you specified for your ad.

What does DS automate for engine track accounts?

For engine track accounts, DS can help automate the following processes:

  • Uploading metrics from the engine.
    In engine track accounts, DS doesn't automatically download engine metrics such as clicks, impressions, and cost. But you can download the metrics and upload them into DS. Depending on the engine, you may be able to automatically download the metrics on a schedule and then set up software on your computer to automatically upload them to an sFTP endpoint that you create in DS.
     
  • Adding the DS clickserver URL to the landing page URLs in engine track accounts. Clickserver URLs enable DS to record visits and attribute Floodlight conversions to your campaigns, keywords, and ads (if the engine supports reporting at the ad level).

    If you sign into any search engine listed above except adMarketplace and download a bulksheet that contains your campaigns, you can upload the bulksheet into your DS engine track account. DS will automatically add its clickserver URLs to the landing page URLs in your campaigns, and you can upload the modified campaigns back into the engine.

    For adMarketplace, contact the adMarketplace support team and let them know you want to use DoubleClick Search for reporting. They can help you add the DS clickserver URL to your adMarketplace keywords.

  • Creating campaigns for reporting in DS.
    When a customer clicks an ad and is redirected to DS, DS creates its own campaign, ad group, keyword, and ad (if the engine supports ad-level reporting) to represent the keyword that was matched and the ad that was clicked. These items DS creates are for reporting purposes only. The ad copy itself doesn't appear in DS, nor do any of the normal campaign or ad group settings appear. While you can't create new ad groups, ads, or keywords from DS, you can apply labels and business data to enhance reporting. As with other types of engines, the labels and business data are not sent to the engine.

    Any conversions occurring during the visit will be attributed to the keyword that matched the customer search. If the engine supports reporting at the ad level, conversions will also be attributed to the ad that the customer clicked.

    If a customer subsequently clicks an ad from the same campaign and ad group, DS creates an ad and keyword in the existing ad group. Soon after clicks start redirecting through DS, the campaign in DS will closely mirror the campaign in the engine itself.

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.

Supported reporting features

DS does not support reporting on:

  • Sitelinks or other extensions that might be supported by the engine
  • Product groups or other similar targets for shopping ads
  • Hourly data
  • DS macros. That is, DS does not provide values for DS macros in landing page URLs within an engine track account

DS can't create, edit, or pause campaigns, change bids or make other types of changes.

Placeholder keywords in "Other engines" compared to engine track accounts

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

Engine track accounts significantly reduce the time needed to report on unsupported engines because they enable DS to create a campaign that matches the campaign in the engine, instead of requiring you to recreate the campaign and populate it with placeholder keywords. Engine track accounts also enable you to import cost metrics, which is not supported for "Other engines."

Ready to get started?

  1. In DS, create an engine track account.
  2. Add DS clickserver URLs to your engine track accounts.
  3. Wait for clicks on your ads to redirect through DS.
  4. Once you see that traffic is successfully redirecting through DS, optionally download cost metrics from the engine, and upload them into DS.

Now you can view and customize reports for engine track accounts.

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