Automated click and view trackingWe’ve partnered with social marketing platforms, including 4C Insights and Smartly.io, to make integration simple. Once you connect your account, the view and click trackers from DoubleClick are automatically applied. You’ll be able to see your Floodlight-based conversion metrics, including visits, actions, transactions and revenue in your social reports. In the coming weeks, we’ll be expanding support to include Brand Networks and Sprinklr.
Connect to top paid social marketing platforms
If you’re not using a social marketing platform, you can use tracking sheets to see your social ads activity directly in DoubleClick Search.
“DoubleClick Search streamlined the process of connecting our DoubleClick click and view trackers to our social campaigns. We’ve saved upwards of 6+ hours a month in trafficking, while still being able to leverage attribution insights in DoubleClick Campaign Manager.”
— Andi Brosseuk, Team Lead, iProspect Canada
Unified reporting across channelsSee your search, social and display data all in one place. With a connected social account, your clicks, conversions, impressions and cross-channel remarketing metrics are captured together with your other channels.
Using different tracking tags across channels often results in splintered and duplicated data. To ensure you don’t overvalue clicks or channels, DoubleClick Floodlight tags deduplicate conversions across search, display and social. You can also report on assisted conversions, which tells you the number of conversions that were assisted by a particular keyword or ad.
See your search, display and social data together
Unified cross-channel attributionAssign credit to the right customer interactions across channels by using a single attribution model. Then use Smart Bidding to automatically set bids informed by your cross-channel attribution model for even better performance.
You can also include social data in your DoubleClick Campaign Manager path-to-conversion reports to understand the role your social ads play in your customers’ path to purchase. For example, if you see that most of your sales happen after multiple clicks on your social ads, there might be an opportunity to refine your social ad content.
Cross-channel remarketingDrive more conversions by creating an audience in one channel, and reaching them on another. For example, reach qualified shoppers on Google.com with an engaging search ad after they’ve clicked on an awareness-building social ad. You can re-engage these social audiences on both search and display.
—Beth Williwams, Search Platforms Lead, Merkle Periscopix