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Additional capabilities of Google Campaign Manager

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The purpose of this presentation is to reveal the benefits of using Google Campaign Manager for the deep analysis of ad campaigns and to highlight new capabilities of Google Marketing Platform products that are not available in other tracking systems.

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Additional capabilities of Google Campaign Manager

  1. 1. Additional capabilities of Google Campaign Manager
  2. 2. The purpose of this presentation is to reveal the benefits of using Google Campaign Manager (CM), and to highlight new capabilities of Google Marketing Platform products that are not available in other tracking systems. How to use cross-device tracking in evaluation of the ad campaigns Analysis of shopping carts and specific orders within the ad platforms analysis 2 2 The possibilities of the utilization of different attribution models The importance of utilizing all of the CM’s features Key touchpoint:
  3. 3. CM is only a part of the Google Marketing Platform ecosystem. The combination of tools strengthens each of them.
  4. 4. CM allows you to track conversions between a user’s multiple browsers. For example, the person who saw the ad on their home device then visited the advertiser’s website on their work computer and made the conversion. In this case we will be able to track cross-device conversion and identify the effective channel. User-matching. Tracking effectiveness binding with the user (user-id)
  5. 5. CM allows you to track the conversions users make after seeing the ad in the app on their mobile phone. For example: a user sees an ad in the YouTube app, but makes the conversion from the web version of the advertised service on the desktop. We can analyze the contact in the applications that have the user-id.
  6. 6. We can analyze conversions in the advertiser's mobile applications APP APP Client’s Client’s A lot of customers make more than 50% of the conversions in the advertiser's mobile applications. It is wrong to miss this data while analyzing the effectiveness of ad campaigns. CM allows you to track user’s conversions that were completed in the client's app. Additionally, we can track the number of app installations on the Google Play Store (Android OS). For example, the user saw the ad on their desktop and than made the conversion in the advertiser’s app on their mobile device.
  7. 7. Identification of the purchases (binding with the purchase ID) 35 000 грн. 4 000 грн. CM allows you to bind to a specific shopping cart ID (or another unique identifier) ​​to track exactly what the user ordered after seeing the ad. This will provide an opportunity to estimate the real value of the conversions, and to identify how creatives affects what users are buying. We can understand whether the user ordered the advertised product, or bought goods from an adjacent category. Oftentimes the user utilizes the service of the advertised brand, but not the advertised product in particular. Such situation indicates the need to revise the messaging of the ad campaigns.
  8. 8. The standard model of attribution - when only the last action is being analyzed (click / impression) Standard attribution model Last interaction
  9. 9. Last interaction First Interaction Linear Mixed attribution model In the present context, it is not enough to use the standard attribution model alone. CM allows you to both use more complex attribution models and to build your own. We can analyze the impact of each channel or assign our coefficients to every channel, whether it is the first impression, in-between, last, or click. This will help us answer the following questions: - What is the ad platform’s contribution to the conversion in the funnel? - To see the exact funnels, which have led to the conversion. - To understand whether ad platform № 1 will work just as well if you exclude placement on the ad platform № 2, or if such conversion funnel is more effective the way it is.
  10. 10. Quality control Centralization of ad platforms / sources Insights implementationDeep dive Summary: opportunities for CM utilization • control of the amount of the impressions and clicks • control of the correct geo ad servers reach • quality control against fraud • control of ad campaign settings • unification of all the advertising sources into one tool • overlap measurement • understanding of unique indicators of reach and impacted website visits • measurement of total ad frequency • attribution between ad platforms • analysis of all sources with one tool • possibility of performing of post- click / post-view analyses • cross-platform / cross-browser analysis • verification of shopping carts and specific purchases • frequency distribution and reach accumulation by periods • testing of the hypotheses and their effectiveness • creation of separate effective audiences for use in the ongoing and future campaigns • application of the conclusions of the analysis
  11. 11. Thank you for your attention

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