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How to analyze ad campaigns using Google Campaign Manager

The founder of the agency Alexey Lyah spoke about the peculiarities of working with this system and its non-obvious tricks.

August 27, 2021 | Article by: Aleksey Lyah

Analysis of display advertising campaigns can be carried out using tracking systems (auditors). The digital agency newage. emphasizes that in addition to auditing the quality of impressions, these systems allow you to deepen and analyze the effectiveness of advertising campaigns, in particular, conduct post-click / post-view analysis. The company uses Google Campaign Manager for auditing. The founder of the agency Alexey Lyah spoke about the peculiarities of working with this system and its non-obvious tricks.

The purpose of this article is to talk about the benefits of using Google Campaign Manager (CM) that are already applicable and, in general, the possibilities of new Google Marketing Platform products that are not available in other tracking systems.

In this article, we will consider the following issues:

  1. How to use cross-device when evaluating campaigns?
  2. Analysis of baskets and specific orders in the analysis of sites.
  3. Possibilities of using attribution models.
  4. Using all the features of Campaign Manager (next CM.)

It’s worth noting that CM is only part of the Google Marketing Platform ecosystem. Combining all the tools greatly enhances each of them.

Google Campaign Manager

User-matching is an important tool for our analysis. This means that we are tracking performance in relation to the user with user-id.

Using CM, you can track conversions between different browsers of a user. For example, a person who came into contact with advertising on a home device, and who later, on a work computer, used this service. In this case, we can track cross-device conversion and identify a truly effective channel.

We can also analyze contact in applications with user-id. CM allows you to track conversions of a user who has been in contact with in-app ads on their mobile phone. For example, a user saw an advertisement in the YouTube application, but the conversion is already done from the web version on the desktop.

analysis of cross-platforms and cross-browser conversions

Moreover, we can analyze conversions in advertiser’s apps. For many customers, more than 50% of conversions occur in the advertiser’s app. When analyzing the effectiveness of advertising campaigns, this data must not be overlooked.

CM allows you to track user conversions that are completed in the client’s app. In addition, we can track the number of application installations in the Google Play Market (Android OS). For instance, a user saw an advertisement on a desktop, and the conversion is already done in the client’s mobile application.

analysis of cross-platforms and cross-browser conversions

It is convenient to carry out identification of purchases (linking to the purchase ID). CM allows you to link to a specific cart ID (or other unique identifiers) ​​and track what exactly the user ordered after viewing an advertisement. This will provide an opportunity to find out the real value of conversions, to determine how the creative affects what users buy.

We will be able to find out if the user ordered the advertised product, or bought a product from a related category. Quite often, there are situations when a user has used a brand’s service, but not an advertising product, which makes it necessary to reconsider the message of advertising campaigns.

The market uses a standard attribution model (when only the last contact (click/impression) is analyzed.

But in the current realities of the analysis of the standard attribution model is not enough. CM allows you to use more complete attribution models or build your own. We can analyze the weight of each channel or set our own coefficients for the channel, be it the first view, intermediate, last, or click.

This will help us answer the following questions:

  • what is the contribution of the site to the conversion;
  • see what exactly led to the conversion;
  • understand whether site #1 will work just as well if you exclude placement on site #2, or whether such a conversion sequence chain is, on the contrary, more effective.
attribution models

In conclusion, let’s summarize the global possibilities of using the auditor.

The first advantage is, of course, quality control:

  • monitoring the number of views and clicks;
  • control of getting into geography adservers;
  • audit of the quality of view on fraud;
  • control over the correctness of the advertising campaign settings.

Next, the auditor makes it possible to centralize platforms/sources:

  • unification of all advertising sources into one tool;
  • intersection measurement;
  • understanding the unique indicators of reach and transitions;
  • measurement of the total contact frequency;
  • attribution between sites.

In our opinion, the main advantage is the ability to conduct in-depth analysis:

  • analysis of all sources “in one line”;
  • the ability to conduct post-click and post-view analysis;
  • analysis of cross-platforms and cross-browser conversions;
  • verification of baskets and specific purchases;
  • distribution of frequency and a set of coverage by periods.

And of course, the direct application of insights:

  • testing hypotheses and their effectiveness;
  • creating separate effective audiences and working with them in subsequent campaigns;
  • applying analysis findings;
  • testing hypotheses and their effectiveness.

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