Have you ever wondered whether your display and video ads contribute to conversions, even if the ads are not clicked? Research has shown that an ad being seen has a greater influence on conversion than an ad being clicked. So, how can you measure the effect of unclicked ads?
Google Analytics now offers a solution with Google Display Network (GDN) Impression Reporting. This enhanced integration with AdWords allows you to see and measure the full impact of unclicked display ad impressions in your Multi-Channel Funnels reports.
However, getting access to this new feature is not as simple as it may appear. But since it presents new opportunities for you to better analyze and optimize your advertising spend, it is certainly worth the effort.
To access GDN Impression Reporting, you must have all of the following:
- At least one AdWords account linked to your Google Analytics (GA) account (If your accounts are not linked, follow these instructions for linking GA and AdWords accounts).
- Edit permissions for your GA account (i.e. your GA account must be upgraded to the new Enhanced Access Controls, which have not been rolled out to everyone at this time.)
- Display Advertiser Support enabled, either by using the dc.js version of the GA Tracking Code or by selecting the “Add Display Advertiser Support” checkbox in your GA tag in Google Tag Manager.
This is perhaps the most complicated prerequisite. If you are not using Google Tag Manager, you must update your GA Tracking Code (Beware: If you have any custom GA code, before updating, ensure that it will still work with the dc.js version of the GA Tracking Code).
Once you have cleared the above hurdles and have enabled Impression Reporting, you will see impression data from non-text GDN ads—Image, Rich Media, and Video—in your Multi-Channel Funnels (MCF) reports.
The key enhancements to the Multi-Channel Funnels reports are as follows:
- Two new basic channel groupings for Display impressions in the Top Conversion Paths report:
- Static image impressions are indicated by an “eye” symbol.
- Rich Media (including Video) impressions are indicated by a “movie” symbol.
- New AdWords dimensions available in MCF reports and attribution models:
- Above the Fold: Value is “Yes” if ad appears in visible area of screen when page is loaded.
- Video Played Percent: Shows how much of a video ad was watched, either “>=25%”, “>=50%”, “>=75%”, or “100%”.
- TrueView: Value is “Yes” if a user has watched more than 30 seconds of an ad or watched the ad to completion.
- New Interaction Type selector that allows you to filter your MCF data based on how users interacted with your marketing. You can filter by Impression, Click, Direct, Rich Media, or some combination of these
- New measures for Impression Assisted Conversions and Rich Media Assisted Conversions in the Overview report.
For more details about this new feature, please refer to Google’s blog post announcing GDN Impression Reporting.
If you are not already taking advantage of Multi-Channel Funnels to help you understand channel and campaign attribution, take a look at Multi-Channel Funnel Reports Help Solve the Attribution Puzzle from our Google Analytics Resource Centre.
For more advanced information about Multi-Channel Funnels, take a look at: