Advertising Analytics

Transcription

1 Advertising Analytics

2 Contents Advertising Analytics Configuration Workflow...3 Enable Report Suite for Advertising Analytics...3 Set Up an Advertising Account...4 Locate your Account ID...6 Tracking: Manual Mode Report on Advertising Data in Analytics...11 Manage Advertising Accounts...16 Troubleshoot Advertising Analytics...17 Advertising Analytics...18 Frequently Asked Questions...21 Contact and Legal Information...24 ii Advertising Analytics

3 Advertising Analytics Configuration Workflow Step # Task Description Map any Analytics report suite where you want to view Google/Bing/Yahoo search data to your Experience Cloud organization (sometimes referred to as your IMS org.). Notes See Map report suites to an organization. Enable Report Suite for Advertising Analytics on page 3 Enables Advertising Analytics reporting for IMS-enabled report suites. Set Up an Advertising Account on page 4 Setup in Analytics Admin Tools. Report on Advertising Data in Analytics on page 11 Note: The search data is pulled from the search engines around 6AM (06:00) in the time zone of your Adobe Analytics data center. This is when the AMO data is collected and inserted into the report suite. It is then converted into the report suite time zone as part of inserting the data into Analytics. Reporting is available in Analysis Workspace "Paid Search Performance" template Reports & Analytics Report Builder Analytics Reporting API Manage Advertising Accounts on page 16 You can check the account status, and edit/pause accounts. Enable Report Suite for Advertising Analytics In order to see any Advertising Analytics search data in Analytics, you need to configure each IMS-mapped report suite for Advertising Analytics reporting. 1. Map your report suite to an organization. 2. Navigate to Admin > Report Suites. 3. Select the report suite that is mapped to your IMS organization. 4. Click Edit Settings > Advertising Analytics Configuration. 3

4 Important: AMO ID refers to the Adobe Media Optimizer variable into which the search data is going to be inserted. 5. Set the variable allocation and expiration you want the AMO ID variable to use. Conversion variables (evars) allow Adobe Analytics to attribute success events to specific variable values. Sometimes, variables encounter more than one value before hitting a success event. For these cases, allocation determines which variable value gets credit for the event. Setting Original Value (First) Definition The first value seen gets full allocation credit, no matter what subsequent values for that variable are. Most Recent (Last) The last value seen gets full allocation credit for the success event, no matter what variables were fired before it. Expire After Lets you specify a time period, or event, after which the evar value expires (i.e., no longer receives credit for success events). If a success event occurs after evar expiration, the None value receives credit for the event (no evar was active). 6. Click Enable Advertising Analytics Reporting (first time), or Update Advertising Analytics Reporting (subsequent times). Your report suite is now ready to receive Advertising Analytics Search data. You are no ready to Set Up an Advertising Account on page 4. Set Up an Advertising Account Adobe Analytics Administrators can create new advertising accounts and map multiple accounts to multiple report suites (1:1, 1:Many, Many:Many). Administrators can also Advertising Analytics Permissions on page 19 for setting up advertising accounts. 4 Advertising Analytics

5 1. In Adobe Analytics, navigate to Admin > Advertising Accounts. 2. (First-time use only) Accept the terms of the End User License Agreement. 3. Click + Add. 4. The New Search Engine Account dialog displays: 5. Fill in the Search Engine Settings following these guidelines: Setting Type Description You have 3 options: Google AdWords, Microsoft Bing, and Yahoo Gemini. Note: The Yahoo Gemini search engine is not available to customers who are assigned to the Adobe Media Optimizer (AMO) Europe Data Center. As a result, Analytics customers in the Singapore and London Analytics Data Centers are impacted and will not see Yahoo Gemini as one of the options under Type. Account name You can choose to set this account name to any name that suits you. This is the friendly name of the account that will appear in the UI. OAuth Token Note: OAuth is an open standard for access delegation, commonly used as a way to grant web sites or applications access to their information on other web sites but without giving them the passwords. Note: You will notice that you will get routed to a third-party URL (efrontier.com). Adobe uses efrontier to power the OAuth authentication process for all three search engines. Note: If you use Internet Explorer 11 (or earlier), you will not be able to successfully retrieve the Oauth token for any of the three search engines. Use other web browsers instead. Clicking Retrieve Token launches the OAuth2 authentication process. This means that you will be asked to sign in to your Yahoo/Google/Bing search account using your credentials. Depending on which search engine you chose, the process is slightly different: 5

6 Setting Description Yahoo Gemini: Provide Yahoo Account ID. Google Adwords: Provide Google Account ID. Microsoft Bing: Provide Bing Account ID and Bing Customer ID. Refer to Locate your Account ID on page 6 for information on these IDs. Once you have successfully logged in, the OAuth Token field will display Retrieved. 6. In the Tracking section, you provide information on how the Search Engine data is tracked by your Adobe Analytics implementation. This is a required step to properly augment the Adobe Analytics data with the Search Engine data. Fill in the Tracking Settings following these guidelines: Setting Type Description Currently, the Manual tracking type is supported. Manual: Lets you manage how the tracking parameters are added to the Search Engine s tracking templates/destination URLs. page In the Mapping section, you choose which report suite(s) to link to this search engine account. You need to provide at least one report suite before you can save the Advertising Account. You can map multiple accounts to multiple report suites (1:1, 1:Many, Many:Many). Note that the data that AMO pulls from the search engine is simply copied to any mapped report suite, so there is no splitting of data. Important: Only report suites that have been mapped to an Experience Cloud organization (sometimes called IMS org ID) will be available for selection. If you do not see your report suite listed, refer to Troubleshooting Advertising Analytics. For the Mapping Settings following these guidelines: Setting Report Suite Mapping Description The report suite mapping determines the report suite that gets linked to this search engine account. In other words, it determines into which report suite/s the search engine data gets sent. If you do not see your report suite listed, you can map your report suite to an IMS org ID using this tool. 8. Click Save. 9. After you save, a disclaimer displays a list of caveats. You are asked to confirm that you have read and you understand this agreement. Click the checkbox, then click OK. You are now taken to the Advertising Accounts Manage Advertising Accounts on page 16, where your newly created account should be listed. Note: You should expect to wait at least 24 hours before Search engine data starts populating into your Analytics reports. Locate your Account ID Navigation title:locate your Account ID Here are instructions on helping you to locate your Account IDs for Google, Bing and Yahoo. 6 Advertising Analytics

7 Google AdWords Important: Google AdWords uses two types of accounts: a) MCC (My Client Center) Account and b) Standard Account. For this integration with Adobe Analytics, you must use a Standard Account login, not an MCC Account login. The reason is that MCC accounts act as an "umbrella" account that can access multiple AdWords accounts with a single login, whereas the Standard account login can access only one AdWords account per login. Click the Account icon on the top right to view the AdWords account number (Customer ID). Bing The Account ID and Customer ID are both required. They are listed on the Accounts tab. Note: The Account Number is not the same as the Account ID. Yahoo Gemini Look for the Account number under the Billing Information. 7

8 Tracking: Manual Mode Tracking determines how Search Engine data is tracked by your Adobe Analytics implementation. This is a required step to properly augment the Adobe Analytics data with the Search Engine data. In Manual mode, you need to specify how the Search Engine data should be treated by the Advertising Analytics data integration process. Add Manual Tracking to Google Account on page 8 Add Manual Tracking to Bing Account on page 9 Add Manual Tracking to Yahoo Gemini Account on page 10 Add Manual Tracking to Google Account The string that needs to be added to your Google account is shown below. You need to add the string to all your tracking templates used throughout your account. Important: The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with your specific account ID string. You can get your specific account ID string from the account set up screen under the "Tracking" section. Tracking String for Campaigns: s_kwcid=al!<advertising Analytics ID>!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword} 8 Advertising Analytics

9 Examples of tracking codes in various tracking template formats: Notes {lpurl} example Tracking String {lpurl}?s_kwcid=al!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword} {lpurl} with additional URL parameter example 3rd-party (DoubleClick) {unescapedlpurl} example 3rd-party (DoubleClick) {lpurl} example {lpurl}?campaign=ppc&s_kwcid=al!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword} htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=al!9!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword} htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3dal!9!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword} If the URL goes through a redirect and is not using an unescapedlpurl value, you need to encode the string enough times so that it persists through the redirect to the final landing page URL. Add Manual Tracking to Bing Account The string that needs to be added to your Bing account is shown below. You need to add the string to all your tracking templates used throughout your account. Important: The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with your specific account ID string. You can get your specific account ID string from the account set up screen under the "Tracking" section. Tracking String for Campaigns: s_kwcid=al!<advertising Analytics ID>!10!{AdId}!{OrderItemId} Examples of tracking codes in various tracking template formats: 9

10 Notes {lpurl} example Tracking String {lpurl}?s_kwcid=al!9999!10!{adid}!{orderitemid} {lpurl} with additional URL parameter example 3rd-party (DoubleClick) {unescapedlpurl} example 3rd-party (DoubleClick) {lpurl} example {lpurl}?campaign=ppc&s_kwcid=al!9999!10!{adid}!{orderitemid} htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=al!9!10!{adid}!{orderitemid} htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3dal!9!10!{adid}!{orderitemid} If the URL goes through a redirect and is not using an unescapedlpurl value, you need to encode the string enough times so that it persists through the redirect to the final landing page URL. Add Manual Tracking to Yahoo Gemini Account The string that needs to be added to your Yahoo Gemini account is shown below. Add the string to the end of all your destination URLs. Important: The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with your specific account ID string. You can get your specific account ID string from the account set up screen under the "Tracking" section. s_kwcid=al!<advertising Analytics ID>!105!{adid}!{network}!{keywordid} Examples of tracking codes in various destination URL formats: 10 Advertising Analytics

11 Notes Landing page URL example Landing page URL with additional URL parameter example 3rd-party (DoubleClick) landing page example Tracking String htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url= If the URL goes through a redirect, you need to encode the string enough times so that it persists through the redirect to the final landing page URL. htp:/clickserve.dartsearch.net/link/click?{_dsagcrid}&{_dsftfid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_chanel={product_chanel}&ds_e_product_store_id={product_store_id}&ds_url_v=2&ds_dest_url= http%3a%2f%2fwww.website.com%3fs_kwcid%3dal!9999!105!{adid}!{network}!{keywordid} Report on Advertising Data in Analytics Navigation title:report on Advertising Data in Analytics Details on the Analysis Workspace template, and reporting in Reports & Analytics and Report Builder. Analysis Workspace: Paid Search Template on page 11 Reports & Analytics on page 15 Report Builder on page 15 Note: You should expect to wait at least 24 hours before Search engine data starts populating into your Analytics reports. Note also that Analytics reporting will not return data for hourly granularity, because the AMO data does not support hourly granularity. Analysis Workspace: Paid Search Template This template lets anyone who implements this Search Engine integration get access to copious Search engine data within Analytics. You can access it via Workspace > Templates > Marketing Performance > Paid Search Performance. Note: The Marketing Performance Template category is visible to all customers, even if you have not implemented any Advertising Accounts. However, if you try to open the Paid Search Performance template for a company that has not be provisioned, an error message will explain that you have not configured any Search Engine Accounts yet. In this case, click Configure Now, which will take you to the Set Up an Advertising Account on page 4 screen. 11

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14 Table/Visualization Description Advertising Trends Daily trended overview for AMO Impressions, AMO Clicks, and AMO Cost. Ad Platforms Donut chart for cost of top 3 platforms (Google, Microsoft, Yahoo). Ad Platform Totals Freeform table of the top platforms broken down by AMO Impressions, AMO Clicks, AMO Costs, AMO Avg. Position, AMO Avg. Quality Score. Accounts Stacked area of cost. Account Totals Freeform table of the top accounts broken down by the associated metrics. Campaigns Bar chart of campaign cost. 14 Advertising Analytics

15 Table/Visualization Campaign Totals Description Freeform table of the top campaigns broken down by the associated metrics. Groups Tree map of cost. Group Totals Freeform table of the top advertising groups broken down by the associated metrics. Ads Horizontal bar chart of impressions, clicks, and cost. Ad Totals Freeform table of the top ads broken down by the associated metrics. Keywords Scatter chart of impressions, clicks, and cost for all keyword/match type combinations. Keyword Totals Freeform table of the top keyword/match type combinations broken down by the associated metrics. Reports & Analytics As soon as you have set up an Advertising Analytics account, the Advertising Analytics report will be made available. Report Builder As soon as you have set up an Advertising Analytics account, the Advertising Analytics report will be made available. 15

16 Manage Advertising Accounts Navigation title:manage Advertising Accounts You can access the Management UI by navigating to Admin > Advertising Accounts. Element Actions Definition Actions display only if you have selected at least one advertising account. + Add Takes you to the Set Up an Advertising Account on page 4 UI. Rename Renames this account in all the report suites that it is mapped to. Map Report Suites Lets you edit the report suite mappings. Pause Deactivates the account. To activate it again, click Activate. Column Headers Name The name you have assigned to this advertising account. Report Suites The report suite/s mapped to this advertising account. Type We currently support only one type: Search. Account Lists one of the 3 supported account types: Google Adwords, Bing Ads, or Yahoo Gemini. Status There are 2 status indicators: Active: The account is actively pulling search data. Paused: The account is currently deactivated and not pulling search data. Filters (Left margin) You can filter advertising accounts by Report Suite, Type, and Status. 16 Advertising Analytics

17 Troubleshoot Advertising Analytics I don't see my Report Suite in the Mapping section on page 17 I get an error when authenticating to Google AdWords Account on page 17 I don't see my Report Suite in the Mapping section You are trying to Set Up an Advertising Account on page 4 and you do not see your report suite listed in the Select Report Suite drop-down list. There are two possible reasons for this: Reason Solution 1. The Report suite is not mapped to the IMS Org ID of the login user. Refer to Map report suites to an organization for instructions. 2. The Report Suite is not provisioned for Advertising Analytics reporting. Refer to Enable Report Suite for Advertising Analytics on page 3 for instructions. I get an error when authenticating to Google AdWords Account Reason Solution Authenticating to Google AdWords with an account that is also linked to an AdWords Manager Account will not work. Please use a different that is linked to the same AdWords account for authenticating. 17

18 Advertising Analytics Navigation title:advertising Analytics What is Advertising Analytics? on page 18 Prerequisites on page 19 Advertising Analytics Permissions on page 19 Advertising Analytics Dimensions and Metrics on page 19 Advertising Analytics Configuration Workflow on page 3 What is Advertising Analytics? Advertising Analytics lets you see all your Google, Bing, and Yahoo Gemini Paid Search data side by side, within Adobe Analytics. Previously, any Google AdWords/DFA, Microsoft Bing Ads, or Yahoo Gemini data would have to be viewed in Adobe Media Optimizer (AMO) or in Google/Bing/Yahoo. You will now get the following data within Adobe Analytics: Impressions, Clicks, Costs, Quality Score, and Average Position directly from the search engines as well as a AMO ID Instances (Click Instances). Note: The Yahoo Gemini search engine is not available to customers who are assigned to the Adobe Media Optimizer (AMO) Europe Data Center. As a result, Analytics customers in the Singapore and London Analytics Data Centers are impacted and will not see Yahoo Gemini as one of the options. By bringing the data from these search engines together in Adobe Analytics, you can analyze that same data by using the power of Analysis Workspace. A new Report on Advertising Data in Analytics on page 11 template in Workspace facilitates this analysis. This integration is aimed at the following audiences: The Analyst who needs to collect performance reports for the Paid Search Marketer. 18 Advertising Analytics

19 The Paid Search Marketer who seeks answers to these questions: How much traffic am I sending to our site and are customers converting? What are my cost effective ad campaigns? Prerequisites Advertising Analytics is available for Adobe Analytics Select, Prime, and Ultimate SKUs only. This functionality is available for non-advertising Cloud and non-amo customers. You must be an Adobe Analytics Administrator to have access to Advertising Analytics. Subsequently, you can Advertising Analytics Permissions on page 19 to non-admins. Any Analytics report suite where you want to view Google/Bing/Yahoo search data has to be mapped to your IMS organization. For any report suite where you want to view Google/Bing/Yahoo search data, you must Enable Report Suite for Advertising Analytics on page 3 (Admin > Edit Settings > Advertising Analytics Configuration). You need login credentials for a user with edit permissions to the search account/s which you want to integrate with Adobe Analytics, such as a Google Account ID and password. In the case of Bing Ads, you also need the Bing Customer ID. If you use Internet Explorer 11 (or earlier), you will not be able to successfully Set Up an Advertising Account on page 4 for any of the three search engines. Use other web browsers instead. Advertising Analytics Permissions Analytics has two permissions that are automatically granted to Analytics Admins. Admins can then choose to grant these permissions to non-admins. Permission Definition Grant permission within Adobe Analytics Grant permission if you are logged in to Adobe Experience Cloud Advertising Analytics Management Lets users set up/edit/view advertising search accounts. Admin > User Management > Groups > Edit All Report Access > Customize Analytics Tools > Advertising Analytics Management Log in to adminconsole.adobe.com > Products > Product Profile > Permissions tab > Analytics Tools > Advertising Analytics Management Advertising Analytics Configuration Lets users configure report suites to be provisioned for Advertising Analytics. Admin > User Management > Groups > Edit All Report Access > Customize Report Suite Tools > Advertising Analytics Configuration Log in to adminconsole.adobe.com > Products > Product Profile > Permissions tab > Report Suite Tools > Advertising Analytics Configuration Advertising Analytics Dimensions and Metrics Advertising Analytics adds the following dimensions and metrics to Analysis Workspace, Reports & Analytics, Report Builder, and the Analytics Reporting API. Dimensions Important: This integration creates a new set of dimensions through classifications of the AMO ID variable. These new dimensions do not impact or modify your existing marketing channels or campaign tracking variable dimensions. The AMO ID is connected to a visitor's profile when a visitor land on the site from a paid search ad. As such, the AMO dimensions can be used to break down both the AMO metrics provided by this integration as well as any data captured downstream by the visitor (visits, visitors, page views, bounce rate, orders, revenue, custom events, etc). They can also be broken down by other dimensions when reporting on other onsite metrics. 19

20 The classifications for these metrics are updated daily. As such, if you make changes to the meta data in a search engine, you may not see those changes reflect until the following day when the classifications are updated. Classification (Dimension) Name Definition Keyword MatchType (AMO ID) The keyword match type. Values typically will be either broad, phrase, exact, or no value if the Ad type does not have a match type. Ad Platform (AMO ID) The search engine name. Values can include Google AdWords, Microsoft Bing Ads, or Yahoo Gemini. Account (AMO ID) The name of the search engine account that is being tracked. Campaign (AMO ID) The name of the campaign in your search engine account. Ad Group (AMO ID) The name of the ad group in your search engine campaigns. Ad (AMO ID) The ad headline that is used in your search engine ad group. Metrics Important: The metrics provided by Advertising Analytics (listed below) are summary-level data from the search engines. They are not connected to the Analytics visitor profiles. They are only connected to the AMO ID variable and its associated classification dimensions. As such, they should not be reported on by any dimensions/segments other than those based on the AMO ID dimensions. Doing so will result in Analytics displaying zeros for the data. You can include them in calculated metrics with other metrics, but these calculated metric should also be broken down only by the AMO ID dimensions. These metrics are data sourced on a daily basis so they will not have data for the current day. They also should not be reported on a granularity lower than daily. There is an AMO ID Instances metric that is set when the AMO ID is set on a landing page (i.e. a Clickthrough). This metric is captured in real time with the landing page hit and is available for breakdowns with other dimensions also set on the landing page. Metric Name Definition AMO Impressions The number of ad impressions as reported by the search engine. AMO Clicks The number of clicks on ads as reported by the search engine. AMO Cost The cost paid for each keyword/ad as reported by the search engine. Avg. Pos A calculated metric that reflects the average position of the ads as reported by the search engine. Avg. Quality Score A calculated metric that reflects the average quality score as reported by the search engine. 20 Advertising Analytics

21 Frequently Asked Questions Navigation title:frequently Asked Questions Access/Entitlements on page 21 Using Advertising Analytics on page 21 Access/Entitlements Question Answer 1 Q: Do I need to be an Adobe Advertising Cloud or Adobe Media Optimizer (AMO) customer to access this functionality? A: No, this functionality is available for non-advertising Cloud and non-amo customers. AMO customers can leverage the existing Analytics-AMO integration; they will not be able to use Ad Analytics. 2 Q: Which Adobe Analytics SKUs entitle you to the use of Advertising Analytics? A: Advertising Analytics is available for Adobe Analytics Select, Prime, and Ultimate SKUs. 3 Q: Do we have to pay extra to use Advertising Analytics? A: No, outside of proper SKU provisioning Advertising Analytics does not incur extra cost. 4 Q: Will Advertising Analytics count against my server call usage? A: No, Advertising Analytics uses a special data source type which does not incur server call costs. 5 Q: If I already use Advertising Cloud/AMO, can I still use the Advertising Analytics functionality? A: Any compatible search engine account will pass into Advertising Analytics and will be displayed as read-only. All edits or updates should be handled in Advertising Cloud/AMO. 6 Q: I own the correct SKU, but I cannot access Advertising Analytics, why is that? A: Advertising Analytics is available only for Adobe Analytics administrators; however, admins may grant access to non-admins. Please contact your administrator for access rights. Using Advertising Analytics Question Answer 1 Q: Which search engine accounts are included in Advertising Analytics? A: Search engine accounts include Google AdWords, Microsoft Bing, and Yahoo! Gemini. Note: The Yahoo Gemini search engine is not available to customers who are assigned to the Adobe Media Optimizer (AMO) Europe Data Center. As a result, Analytics customers in the Singapore and London Analytics Data Centers are impacted and will not see Yahoo Gemini as one of the options. 21

22 Question Answer 2 Q: Where do I go to access Advertising Analytics? A: After logging in to Adobe Analytics, navigate to the Admin menu. Then select the new menu option Advertising Analytics to add your search engine accounts. 3 Q: How is the data collected and passed into Analytics? A: Advertising Analytics utilizes a series of custom APIs to pass data from search engines via the Adobe Advertising Cloud into Analytics. 4 Q: What search data do I get with this integration? A: You will get 1) Impressions, 2) Clicks, 3) Costs, 4) Quality Score, and 5) Average Position directly from the search engines as well as a 6) AMO ID Instances (Click Instances). 5 Q: Can I break my Advertising Analytics data down by other Analytics data (metrics/dimensions)? A: No, the raw search data will come in as an independent data set. However, there is an Instances version of the click data that can be broken down by other Analytics data. 6 Q: What is the definition of the various status indicators for my accounts (Pending, Active, Paused, etc.)? A: Each of these status indicators identifies the lifecycle stage of each search engine account. Pending means that the account has been set up, but data is not yet getting pulled. Paused means the account was formerly set up but has been put in an inactive state. Active means the account has been fully set up and is pulling search data. 7 Q: I am trying to map my Advertising Analytics accounts to a specific report suite, but it is not available in the Report Suite modal. Why? A: Before you can assign a report suite to an Advertising Analytics account, the desired report suite needs to be Enable Report Suite for Advertising Analytics on page 3. This is done through a separate Admin page that is accessible from: Admin > Report Suites > [select IMS-enabled report suite] > Edit Settings > Advertising Analytics Configuration. 8 Q: Is it possible to assign a Virtual Report Suite to an Advertising Analytics account? A: Virtual Report Suites do not collect data, so you cannot directly map an Advertising Analytics account to a VRS. However, you can map the Advertising Analytics account to the parent Report Suite of the VRS that you want to see data in. 9 Q: Are Advertising Analytics metrics reportable in the Marketing Channels report? A: No, the they are not included in the Marketing Channels report. 10 Q: When does the search data get pulled into Analytics? A: The search data is pulled from the search engines around 6AM (06:00) in the time zone of your Analytics data center. This is when the AMO data is collected and inserted into the report suite. It is then converted into the report suite time zone as part of inserting the data into Analytics. 22 Advertising Analytics

23 Question Answer 11 Q: What can be captured before the click? Do we bring impressions, cost, average position, etc. even without the click? A: The AMO ID will capture the Search engine metrics: Impressions, Cost, Clicks, Average Position, and Average Quality Score. If there are no clicks, but there are impressions, then the impression/position/quality score data will still be sent to Analytics. Typically, if there are no clicks, then there is also no cost. 12 Q: What level is this data being captured at? Visitor? Hit? A: The Search engine metrics are captured at the hit level and connected to the AMO ID (and its classifications). It is summary level data and not connected to visits/visitors. As such, the search engine metrics can only be used in segments that are hit-level scope and are based on the AMO ID (or its classifications). The AMO ID is also captured on the landing page in the hit for that page (which connects it to the visit/visitor) and will persist downstream to get credit for other Analytics metrics (until it expires or is overwritten by a new AMO ID). It is fully incorporated into the data set like any other evar. 13 Q: Do we only capture google.com or country versions (like google.co.uk, google.it, google.fr, or google.de) as well? A: The Ad Platform classification captures the values: Google Adwords, Yahoo Gemini, and MSN adcenter (soon to be changed to Bing Ads ). A common best practice is to include the country code as part of the naming of campaigns. You can then filter down or segment (e.g. if all campaigns start with countrycode_, then creating a segment where Campaigns (AMO ID) starts with UK_ would provide you with only data for the UK). 14 Q: The metric "AMO Cost" is the cost paid for each keyword/ad as reported by the search engine. Is this Net cost or Gross cost? A: "AMO cost" is only the cost paid to the search engines. It does not include any agency or search optimization/management platform fees. 15 Q: Are there plans to include other advertising channels such as Display or Social? A: No, currently we do not have plans for these other channels on the roadmap. 23

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