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Flashcards in Use Reporting and Verification Deck (16)
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What are some useful pre-built reports in Campaign Manager?

Standard - Provides the essentials, clicks, click rate, impressions, and conversion data for a given date range.
Floodlight - the floodlight report gives you all of the information you need to know about your conversions which you can compare against placements and publisher sites. This is also the only place you can collect your floodlight variables data, if you opted to collect this in your floodlight tag.
Reach - The reach basic report lets you check how many unique users your campaign engaged, through clicks or views


How do attribution models work in Campaign Manager?

The term attribution model refers to the rule, or set of rules that determines how credit for sales and conversions is assigned to touch points (impressions and clicks) in conversion paths.

In campaign manager the Attribution Modeling tools allows you to compare the different models for assigning credit to channels (e.g. standard display or rich media)


What are the different attribution models in campaign manager?

- Floodlight/Last Click - this model attributes 100% of the conversion to the last click made by the user before buying or converting. If no click was made the conversion is attributed to the last impression
- The First Click Model attributes 100% of the conversion value to the first channel the customer interacted with.
- The Linear Model gives equal credit to each channel interaction on the way to a conversion
- Position Based Model is a hybrid of the last-interaction and first-interaction models. Instead of giving all the credit to either the first or the last interaction, this allows you to split the credit between them.

A common scenario is to assign 40% credit each to the first and last interactions, and assign 20% balance to the remaining interactions.

- Time Decay Model - This is appropriate for a sales cycle that involves only a brief consideration phase. It gives the most credit to the touch points nearest to the time of conversion or sale. The model has a half-life of 7 days before a conversion will get half the credit of a touch point on the day of the conversion or sale.

Similarly, a touch point 14 days before the conversion will get one quarter the credit of day-of-conversion touch point. The exponential decay continues until the end of your lookback window.

- Data Driven models train an attribution model based on your own data. Because they're based on consumer behaviour, you'll benefit from attribution reporting without needing to study the default algorithms or invest in user research.

You can create only one data-driven attribution model. Your model needs to train for one to two days, and will be greyed out until usable. If you create a new model or make changes to an existing model, the model will need to retrain for another 1-2 days. Reporting is unavailable for date ranges prior to model being trained.


Is it a good idea to set up separate tags for mobile sites?

If your client has a mobile specific website, it might be a good idea to set up tags for the different versions of the site. This will make it easier to conduct selections and comparisons when reporting


How is tracking conversions in a mobile app different to tracking conversions on a website?

Websites use cookies to track conversions on-site whereas apps use resettable device IDs. Your Ad and Floodlight tags just need to pass an Identifier for Advertising (IDFA) for IOS or an advertising ID (AdID) for Android.


How can you add Floodlight Tags to your app?

You can use Tag Manager 360 to add tags to your app. You can send the Tag Manager 360 container code to your developer and they can add it to the app.

When you're trafficking placement tags to publishers who will run on mobile app inventory, you should make sure that they will pass resettable device IDs


How can we track Google Play installs?

You can just link the email address of the Google Play account owner to the Campaign Manager account and check the box to enable tracking. No code involved at all


What if you want to use third-party tracking?

You just have to make sure that a server-to-server token has been generated in your floodlight configuration, and create floodlight activities for your conversion events. You'll need to follow your third party's instructions from there


What are the mobile specific dimensions that you can add to a standard report in campaign manager?

- Platform Type - mobile or tablet or whatever
- Environment - indicates where an impression occurred for example, on the web, in browser or in app
- Refers to the browser/platform types where ads were delivered (Ipad/Ipod Touch including Safari and Chrome for IOS and Android including the default browser and Chrome for Android)
- Other Options - Connection type, Carrier, Operating System, Operating System Version


How can you measure cross-device conversions?

You can use the Cross-Device Conversions Report

Cross-Device Conversion Reports also include the following dimensions

- Attributed Event Environment
- Attributed Event Platform Type


Can you measure if the user muted a video with the Video Report?

Yes, you can. Although this is at the publishers discretion.


What are some of the common metrics in the Video Report?

Companion clicks - the number of clicks for companion creative
Companion impressions - The number of impressions for a companion creative, or times it has been seen
Video Progress Events - The number of times a user either played the video for 30 seconds or played the entire video (Whichever is shorter)
Video Skips - The number of times a user skipped a video after it started playing
Video Plays - The number of video impressions . The metric is also known as video starts
Video first quartile completions - the number of impressions where the first quarter of the video is played
Video Midpoints - The number of impressions where the video played half way through
Video third quartile impressions - three quarters of the video is played
Video Completions - number of impressions where the video played all the way through


What other video metrics can be displayed in the video report at the publisher's discretion?

Video Full Screen
Video Mutes
Video Pauses
Video Replays
Video Stops
Video Unmutes


What is active view?

Active view is a Google technology that is used to measure if an impression was viewable and for how long. Active view tags track the viewability of ads served by Google Marketing Platform, which helps you determine how likely it is that an ad was actually seen by a user


What is verification?

Verification is a feature that protects the integrity of online advertising by helping marketers serve ads that are tag compliant, display correctly in brand - safe locations, and deliver quality, targeted results.

Geo - Reports if ads were served outside the set geo target.
Viewability - Reports on the % of measurable impressions and % of of viewable impressions
Content - Flags sites where ads ran next to problematic content
Video - indicates if videos were resized or muted at the start


What are the different types of verification?

Ad blocking - Create blacklists or use classifiers to prevent ads from, in particular instances, serving a transparent pixel (default) or uploaded PSA instead. Also receive reporting data about flagged domains and content, and where ads did or did not serve.
Video Verification - Display data about the size, location, or viewability of video ads
Spam Filtering and Fraud Detection - Conduct proactive filtering in Display & Video 360, while Campaign Manager protects advertising budgets from fraudulent impressions.
Viewability Data - Report if customers viewed or did not view specific ads based on established viewability logic (for smaller ads, at least 50% of ad visible for at least one second; for larger ads, at least 30% of ad visible for at least one second).
Always on - Allows integration of Verification with Campaign Manager and for data to refresh once daily. The time of the most recent update is displayed on the upper-right-hand corner of the page.
Content Labels and Classifiers - Track when ads serve or are blocked near certain types of content using a movie-like rating system. Choose to monitor or block ads served near types of content using standard classifiers, or add your own custom classifiers.
Geographic Targeting - View where ads are served by geographic location, and also choose to serve or not serve ads to specific locations.
Customisation - Create custom alerts, reporting, content classifiers and blacklists
Mobile App View - See a breakdown specific to mobile app impressions, with information about content labels, platforms (iOS or Android), and app ratings (in the Google Play Store or Apple App Store).