Report on IBM Digital Analytics data

About IBM Digital Analytics data in Search Ads 360

IBM Digital Analytics can send data about conversion events that it collects on an advertiser’s site—including revenue and item counts—to Search Ads 360. Once Search Ads 360 receives this data you can:

Receiving data from Digital Analytics

To receive data from Digital Analytics in Search Ads 360, you’ll need to link your Search Ads 360 account a client ID in your IBM Digital Analytics account. The link between Search Ads 360 and Digital Analytics connects a Search Ads 360 advertiser to one Digital Analytics Client ID.

Anyone with access to your Search Ads 360 advertiser will be able to see data from the Digital Analytics Client ID in Search Ads 360.

How does the link work?

Once the link is complete, Search Ads 360 ensures that a URL parameter named gclid is included in the landing page URLs for all ads managed in your Search Ads 360 advertiser. The parameter contains the Google click ID that is generated when an ad is served or clicked.

When a customer lands on the advertiser’s site, IBM Digital Analytics scans the URL parameters. If it sees the gclid parameter, it sends information about that visit, such as revenue and item counts, to Search Ads 360. Digital Analytics uses its own logic to determine how long the user session lasts, and therefore how many events to associate with the Google click ID.

Search Ads 360 uses the data collected from Digital Analytics to attribute clicks and conversions to keywords or other objects, and to populate the Digital Analytics reporting columns. 

How far back does the data go?

Digital Analytics data is available in Search Ads 360 starting from the day that the link is complete. Search Ads 360 does not have access to events that occurred before you set up the link.

How often does Search Ads 360 update its reporting data for Digital Analytics?

See How fresh is the reporting data in Search Ads 360?

Search Ads 360 columns and Digital Analytics tags

To collect information about a visit, Digital Analytics relies on the presence of a few different custom HTML tags on your site. When a customer completes an action, such as adding an item to a shopping cart, the tags record the event.

Each Search Ads 360 column displays data that was gathered from specific Digital Analytics tags. If you haven't added the tags to your site, Search Ads 360 cannot populate the corresponding column.

Search Ads 360 Column Name Digital Analytics tag
IBM abandoned item revenue


Shop action 5


IBM abandoned items


Shop action 5


IBM abandonments


Shop action 5


IBM bounces


Page view


IBM cart additions


Shop action 5


IBM cart revenue


Shop action 5


IBM conversions


Conversion event


IBM


Shop action 5


IBM order revenue




IBM orders




IBM page views


Page view


IBM product views


Product view


IBM purchased items


Shop action 9


IBM purchased revenue


Shop action 9


IBM purchases


Shop action 9


IBM time spent


Page view


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