Create and manage social engine accounts

How DoubleClick Search collects social reporting data

You can use DoubleClick Search (DS) to report activity that occurs before customers land on your site, such as impressions and clicks on social ads, as well as activity that occurs after clicking social ads, such as visits and Floodlight conversions.

Importing social cost and engagement metrics into DS

Because DS cannot directly connect to a social engine, reporting cost metrics (such as clicks, impressions, and cost) and engagement metrics requires you to periodically sign into your PMD or social engine, export metrics, and then import the metrics into DS. Some PMDs can schedule an export and have metrics automatically sent to DS on a regular basis.

If you don't send social 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).

The steps you take to import cost metrics depend on the social engine and PMD you use:

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

Currencies in DoubleClick Search reports

As with other types of engine accounts, when you create a social engine account, you specify the currency used by the engine. DoubleClick Search assumes the cost data you import from social engines is in the engine's currency.

For revenue values reported by Floodlight activities, DS assumes the values are in the currency of the DoubleClick Campaign Manager account that's associated with your DS advertiser. You can use DS Floodlight instructions to convert values to a different currency. Note that Floodlight instructions apply only to DS reports; they are not used by DCM.

Learn more about currencies in DoubleClick Search.

Tracking visits and Floodlight conversions

After you onboard a social engine account, DS can start attributing visits and Floodlight conversions to your social ads. You don't need to import this data since DS collects it for you.

When you use DS to report on social campaigns, you'll see the number of conversions attributed to each social campaign, ad group, and ad. You can also see this information in DoubleClick Campaign Manager Paid social reports and attribution reports. And because you're using a single system—Floodlight—to track conversions, all of the visits and conversion data is de-duplicated regardless of how many channels contributed to the conversions.

Tracking when using a PMD

Here's how DS tracks visits and conversions if you use a PMD to connect DS with a social engine:

  1. When you link a DS social engine account to a PMD, the PMD wraps the URLs in your social ads with a DS clickserver URL. Some PMDs also associate a viewtracker URL with social ads. The viewtracker URL tracks impressions for use by  DoubleClick Campaign Manager Paid social reports and attribution reports.
  2. A customer clicks a social ad and the clickserver URL redirects the click to DS.
  3. DS records a visit and forwards the customer to the landing page originally specified in the social ad.
  4. If the customer visit causes a Floodlight tag to fire, DS reports a conversion and attributes it to the social ad.

Tracking without a PMD

Here's how DS tracks visits and converisons if you don't use a PMD:

  1. After you create a social engine account, download campaigns from the social engine and upload them into DS. DS will add its clickserver URLs to the ads. DS will also add a viewtracker URL so Paid social reports and attribution reports in DCM can include impression metrics for social ads. Then you can upload the modified campaigns back into the social engine.
  2. A customer clicks a social ad and the clickserver URL redirects the click to DS.
  3. DS records a visit and forwards the customer to the landing page originally specified in the social ad.
  4. If the customer visit causes a Floodlight tag to fire, DS reports a conversion and attributes it to the social ad.

Track visits and conversions without a PMD

DS automatically creates social campaigns

Instead of requiring you to manually recreate your social campaign and ad group structure in DS, DS automatically creates campaigns, ad groups, and ads as reporting metrics become available (either through importing cost and engagement metrics or click tracking).

Note that these items in DS are for reporting purposes only. You can't view or change their settings from DS.

For example:

  1. You onboard a Facebook account with 3 social campaigns: CampaignA, CampaignB, and CampaignC.
  2. An ad in CampaignA generates a click.
    The ad appears in AdGroup1 and is named "Summer sale."
  3. DS automatically creates CampaignA, AdGroup1, and an ad named "Summer sale."
    You can navigate to AdGroup1 in DS and see the metrics attributed to the ad.
  4. Later, you import cost and engagement metrics.
    DS creates campaigns and ad groups for all of the Facebook ads that were included in the cost and engagement metrics, even if those ads recorded zero impressions or clicks.

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.

Was this article helpful?
How can we improve it?