1) Digital publishers can integrate Google DoubleClick for Publishers (DFP) with Google Analytics 360 to target premium audiences in DFP at higher eCPM rates, measure the impact of content and ads on key metrics like revenue and CTR, and calculate the lifetime value of readers. 2) Custom audiences from GA 360 can be exported into DFP for targeting, allowing publishers to broker higher CPM deals with advertisers for those audiences. 3) Integrating the two platforms allows publishers to drill down on DFP metrics like impressions, clicks and revenue by dimensions in GA 360 like content category, author, and source to optimize content and campaigns.

1. 3 Reasons Why Digital Publisher Need
To Integrate DoubleClick for Publishers
(DFP) with Google Analytics 360!
Developed by
Developed By
24 May,2018

2. Speakers
Aditi Buch Bismayy Mohapatra
Data Science LeadMarketing Head

4. Agenda
Theories of Integration
Export GA 360 audiences into DFP for targeting
Monetize custom audiences at a premium eCPM
Measure DFP metrics with GA 360 data and optimize content
Calculate Revenue per Page & LifeTime Value of Reader

5. Integration Overview

6. Reporting/ Analysis
Integration
Remarketing
Integration
Product Integrations - GA 360 & DFP
How ads impact user behavior?
Drill down DFP impressions/CTR/revenue
and other metrics by source of traffic/ page
content/ author, etc
How user behavior influences revenue?
Target premium readers at higher eCPMs
during direct sales deals

7. Pre-requisites
DFP Small Business / DFP Premium
DFP Setup using GPT Tags (recommended)
Google Analytics 360

8. Key Benefits
Media Sales/ DFP
Ops Team
Web Analysts/
GA Analysts
● Broker higher eCPM/ CPD deals with
advertisers and on DoubleClick AdExchange
● Show personalized and relevant ads to targeted
readers imported from GA 360
WHO HOW IMPACT
● Report which article verticals/ authors are
generating better revenue/ CTR and which
content to promote on paid channels
● Measure lifetime value of readers and revenue
per article and acquisition campaign
DFP Revenue
Optimization
Opportunities

9. Theory of Integration
Asynchronous firing of Analytics 360 tag and DFP GPT tag to different servers
Communication between two systems using shared IDs ->
1 DFP Impression of an ad unit should match with 1 GA Monetized Pageview of
the same ad unit
Integration data available for only display ads; No video and app ads support*
*Our developer team has worked out a solution in beta stage to report DFP revenue for app ad units.

10. Quick Discrepancy Checks
Separate Javascript code for GA and DFP tags
iFrames and Passback tags fire multiple DFP impressions
Ad Blockers in a browser stops ads from displaying
CPD revenue in DFP is not a part of GA reported revenue
AMP pages and Infinite Scrolling on MWeb contribute to discrepancy

11. Agenda
Theories of Integration
Export GA 360 audiences into DFP for targeting
Monetize custom audiences at a premium eCPM
Measure DFP metrics with GA 360 data and optimize content
Calculate Revenue per Page & LifeTime Value of Reader

12. Build Reader Personas in GA 360
High LTV Readers
Entertainment &
LifeStyle Readers
Premium Mobile
Readers
Health Conscious
Readers
Engaged Regular
Readers
Business News
Readers

13. Create custom audiences in GA 360
* Age, Gender, Affinity, In Market Segment, Other Category cannot be used to export audiences into DFP from GA 360 (third party cookie data)

14. Target GA 360 Audiences in DFP
● Find “Audiences”
under Inventory
● High LTV Users
audience segment
exported from GA
● Can be set as a
targeting preset for
orders/ line items

15. Agenda
Theories of Integration
Export GA 360 audiences into DFP for targeting
Monetize custom audiences at a premium eCPM
Measure DFP metrics with GA 360 data and optimize content
Calculate Revenue per Page & LifeTime Value of Reader

16. Monetize Audiences at higher eCPM
● Find “Add Targeting”
for Line Items under
Delivery
● Direct Sales Team can
broker deals at higher
eCPM rates with
Sports Brands
● CTR of Sports readers
will be higher than all
readers segment

17. Take Advantage of Audience Export
Increase Ad Revenue at
higher eCPM/ CPD
deals
Deliver personalized
ads to readers based
on reading pattern
Increase stickiness of
readers on website/app
Help advertisers get
higher CTR/ Sales from
the premium audience

18. Agenda
Theories of Integration
Export GA 360 audiences into DFP for targeting
Monetize custom audiences at a premium eCPM
Measure DFP metrics with GA 360 data and optimize content
Calculate Revenue per Page & LifeTime Value of Reader

19. DFP reports in GA 360

20. Key DFP Metrics in GA to consider
Publisher
Monetized
PageViews
Publisher
Impressions
Publisher
Revenue &
Publisher eCPM
Publisher CTR &
Publisher Clicks
Publisher
Coverage
A
B D
C
E

21. Key GA 360 Dimensions to drill down on
DFP Ad Unit Path
Line Item Name
Page path
Article Category
Article Author
Article Length/
Position
Source/ Medium
Campaign
Device Category/
Geo

22. Need to Have Reports for a Publisher
Article Author -
eCPM
(CTR) (Revenue)
Article Category -
CTR
(Monetized PVs)
(Revenue)
Campaign -
Revenue
(Impressions)
(CTR)
Article Length -
Impressions
(CTR) (Coverage)
AUTHOR
REPORT
VERTICAL
REPORT
CONTENT
REPORT
CAMPAIGN
REPORT
Reward authors
contributing to
higher eCPM &
CTR
Promote content
categories driving
higher ad revenue
& monetized PVs
Allocate campaign
spends on paid
channels with
higher ROIs
Optimize ad
placement based
on article length
performance

23. Agenda
Theories of Integration
Export GA 360 audiences into DFP for targeting
Monetize custom audiences at a premium eCPM
Measure DFP metrics with GA 360 data and optimize content
Calculate Revenue per Page & LifeTime Value of Reader

24. Calculate Page wise DFP Revenue
Data
Source
- Connect DFP to
BigQuery (using
DFP API or
BigQuery Data
Transfer)
- Access GA data
in BIgQuery tables
Data
Points
- Total Revenue
(CPM+CPC+CPD)
from DFP
- Page Path from
GA
- Ad Unit ID from
DFP & GA
Process
- Map Ad Units to
each Page Path
- Find GA
Pageviews for
each Page Path &
Ad Unit
combination
- Allocate Revenue
to Page Path
bearing multiple Ad
Units based on
weighted average
of Pageviews
Allocation
- View
Data
Studio
Report
Reporting

25. Calculate Lifetime Revenue of Reader
Sum up Page
revenue for
the reader in
the lifetime
Aggregate all
pages for a
single reader
Use Page
Wise Revenue
Report in
BigQuery
Create Page Wise revenue
tables daily in BigQuery
Storage
Implement Client ID in GA
as custom dimension and
report with page path
Calculate total revenue for the
reader based on all pages in
their lifetime
BigQuery BigQuery Data Studio

26. Calculate ROI of acquisition campaigns
Option B:
Pass campaign’s UTM
Parameters as Key-Value Pairs
in DFP code:
googletag.pubads().setTargeting(
'UTM', ['value'])
where value to be filled by
campaign ID
Option A:
Extract Ad Unit and Campaign
wise Pageviews metrics from
Google Analytics 360/ BigQuery
account and Ad Unit wise
Revenue from DFP API
Take dimension filter as UTM and
generate reports on DFP revenue metric
Join tables in BigQuery on Ad Unit as
primary key
Run daily reports on Data Studio to
calculate ROI of campaigns after inserting
ad cost values

27. How to interact today?

28. Upcoming Webinar: 5 Hypothesis to A/B test for Improving User Journeys on your
Mobile Interface
When: June 28, 2018 | Time: 5:00 PM IST
Speaker: Riddhi Mehta, UX & CRO Expert
Upcoming Webinar

29. Thank You!