If you use Adobe Analytics to track activity on your site, Adobe Analytics can share some of the data it collects with Search Ads 360. When Search Ads 360 receives this data, you can do any of the following:
- Use Search Ads 360 reports to find which keywords, dynamic targets, and other biddable items lead to visits, events and revenue recorded by Adobe Analytics.
- Include Adobe Analytics data in reports pulled from Report Builder in Campaign Manager 360.
- Use Adobe Analytics data in a Search Ads 360 bid strategy that maximizes conversions.
- Use the Adobe Analytics data, create custom formula columns and automated rules to automate your workflow.
Available Adobe Analytics data
Search Ads 360 supports the following types of default and calculated metrics:
- Counter metrics (metrics that record the number of times an activity occurs or the length of time for an activity):
- Numeric
- Decimal
- Time
Search Ads 360 reports show time metrics in seconds - Counter (standard) events
- Numeric events
- Revenue metrics (metrics to record the amount of revenue from a transaction):
- Currency
- Currency events
Search Ads 360 does not support:
- Adobe Analytics formula columns or percentage columns
- Conversion variables (eVars), except for the eVar that contains the Google click ID
Each Search Ads 360 sub-manager account can only be linked to one Adobe Analytics organisation (company).
You can add multiple report suites to Search Ads 360, but all of the report suites must be from the same Adobe Analytics organisation. While a Search Ads 360 sub-manager account can only be linked to a single Adobe Analytics organisation, an Adobe Analytics organisation can be linked to multiple Search Ads 360 sub-manager account.
Important details
Data is collected going forward
When you first add an Adobe Analytics metric to Search Ads 360, Search Ads 360 requests data for one day before you added the metric and thereafter requests only the new data that Adobe Analytics collects. That is, Search Ads 360 will contain data for a metric starting from one day prior to the day you added the metric to Search Ads 360.
How fresh is the data?
Floodlight conversion actions that contain Adobe Analytics metrics are updated within 8 hours of the data being recorded by Adobe Analytics.
New metrics that you create in a report suite in Adobe Analytics will be available for adding to Search Ads 360 within 24 hours.
Timestamps, time zones and currencies
Timestamps for Adobe Analytics metrics
Search Ads 360 uses timestamps to attribute visits, events and other metrics to specific days and hours. However, Adobe Analytics only provides Search Ads 360 with the date, not the specific time that a metric was recorded. To assign a timestamp to an Adobe Analytics metric, Search Ads 360 uses the time of the click reported in the Google click ID eVar along with the date provided by Adobe Analytics to do one of the following:
- If a customer clicks an ad on the same day that Adobe Analytics records a metric, Search Ads 360 sets the metric's timestamp to a few seconds after the click's timestamp.
- If a customer clicks an ad one or more days before Adobe Analytics records a metric, Search Ads 360 sets the metric's timestamp to the beginning of the day (12:01 am) that Adobe Analytics reports.
For example, a user clicks a search ad on 19 March, adds items to a shopping basket, but doesn't purchase anything that day. Then on 21 March at 5:00 pm, the user goes back to your site and purchases items in the basket. Search Ads 360 doesn't view the 5:00 pm timestamp that Adobe Analytics recorded, so your reports in Search Ads 360 show the purchase as occurring on 21 March at 12:01 am.
Time zones
The Google click ID is reported in the engine's time zone. That is, the time at which a customer clicked an ad is reported in the time zone of the client account that served the ad.
Conversion dates may be different to what you see in Adobe Analytics because the New Search Ads 360 reports conversions in the time zone of the serving account and the time each Adobe conversion occurs might not be captured.
Currencies
Search Ads 360 automatically converts revenue metrics to the currency used by the Search Ads 360 advertiser. You can use Search Ads 360 Floodlight instructions to convert values to a different currency. Note that Floodlight conversion action instructions apply only to Search Ads 360 reports; they are not used by Campaign Manager 360.
Ready to get started?
- Link your Search Ads 360 advertiser to Adobe Analytics.
After you link to Adobe Analytics, Search Ads 360 needs time to retrieve the list of report suites and report metrics you have access to. - Add an Adobe Analytics report suite to Search Ads 360
Wait a day after adding a report suite and metrics before reporting on Adobe Analytics data. It may take a full day for Search Ads 360 to start importing reporting data from Adobe Analytics. - Use Adobe Analytics data in reports or bid strategies.