Reporting for social campaigns

Report on social campaigns

After you successfully onboard a social engine account into Search Ads 360, Floodlight reports will start to report conversions that are generated by ads in the social engine and recorded by Floodlight tags on your site. Reporting conversions happens automatically without additional steps on your part.

To report cost and engagement metrics, you need to sign into your PMD, export the metrics, and send them to Search Ads 360. Depending on the PMD, you may be able to schedule the export and have metrics automatically sent to Search Ads 360 on a regular basis. If you don't send these metrics to Search Ads 360, 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).

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

Search Ads 360 automatically creates social campaigns

Search Ads 360 automatically creates campaigns, ad groups, and ads as reporting metrics become available (either through importing cost and engagement metrics or click tracking).

Campaigns, ad groups, and ads that haven't been clicked or included in a metrics import during the Search Ads 360 report's time range do not appear in Search Ads 360.

Learn more

Names may be shortened in Search Ads 360 reports

To prevent its tracking URLs from becoming too long, Search Ads 360 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 Search Ads 360 reports and Campaign Manager reports.

If the shortened names aren't unique, use the engine ID or Search Ads 360 ID to distinguish campaigns, ad groups, or ads.

How soon does Search Ads 360 start reporting conversions for new social ads?

Search Ads 360 may not be able to track visits and conversions in the first hour after you add Search Ads 360 tracking URLs to a social ad in the engine. For example:

  1. You sign into the social engine and create a social ad.
  2. You add Search Ads 360 tracking URLs to the social ad.
  3. The ad is served immediately and a click on the ad is redirected through Search Ads 360.
  4. Search Ads 360 creates a copy of the ad in Search Ads 360 for reporting purposes.
  5. For the first hour after you create the ad in the social engine, Search Ads 360 cannot attribute visits or conversions to the ad, even if it appears in Search Ads 360 . Paid Social reports in Report Builder may show these conversions as unattributed.
  6. Two hours later, the ad is served again and a click on the ad is redirected through Search Ads 360.
  7. Search Ads 360 is able to report a visit and any conversions on this click, since it's been more than an hour since you created the ad.

In addition, because of factors such as Google Marketing Platform spam filtering and the time social engines need to approve new ads, you may see negative clicks or impressions during the first 24 hours after Search Ads 360 creates a copy of a social ad. 

View social cost and engagement metrics

If you have sent social cost and engagement metrics to Search Ads 360:

  1. Navigate to an advertiser or lower scope.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Click any of the following tabs:
    • Engine accounts
    • Campaigns
    • Ad groups
    • Ads
  3. Adjust the report's time range to include only a time period for which social metrics have been uploaded into Search Ads 360.
  4. Optionally apply filters to view just the data you want to see.
    For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

By default, the report shows columns with cost metrics, such as Clicks and Cost. You can add or remove columns to see other social metrics such as engagement metrics.

View Floodlight conversions

  1. Navigate to an advertiser or lower scope.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Click any of the following tabs:
    • Engine accounts
    • Campaigns
    • Ad groups
    • Ads
  3. Adjust the report's time range to include only a time period for which social metrics have been uploaded into Search Ads 360.
  4. Add Floodlight data to the report.
    For example, from the View menu above the reporting table, select Actions or Sales. Search Ads 360 now displays conversion columns, and each row reports the number of conversions it has generated.

    If you haven't sent social cost and engagement metrics to Search Ads 360, add the Visits column. The Visits column reports the number of times customers land on your site after clicking social ads. Unlike Clicks, Visits are recorded by Search Ads 360 and therefore don't require you to import engine metrics.
  5. For more detail, create custom Floodlight columns that report on one or more Floodlight activities. Then add those custom columns to the report. Learn more.
  6. Optionally apply filters to view just the data you want to see.
    For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

Other reporting features

Reports that contain conversions and metrics from social engines support the same features as reports with search engine metrics and conversions. For example, you can do the following with social data in Search Ads 360:

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