December 9, 2019
DV360/GA360 Remarketing and Setup

DV360/GA360 Remarketing and Setup


Getting Started With Google Analytics 360 DBM/GA360 Remarketing and Setup One of the most powerful benefits of the integration is the ability to remarket in Bid Manager with audience lists based on Analytics data. To do this, you or your marketing team would use the “Audiences” feature in Analytics. From the admin interface, under Property, click Audience Definitions and then Audiences. Your organization may already be using the Audiences feature to create remarketing lists for AdWords or for personalization in Optimize 360. From here, you can edit an existing Audience
or create a new one. A quick way to get started is to select from
the list of recommended Audiences. The final step in creating an Audience is
to select destinations where you’d like to publish your audience, for example: AdWords,
DoubleClick Bid Manager, or Optimize 360. Clicking Publish makes the Audience available
to use in the accounts you’ve selected. There are several other ways to create an
Audience in Analytics. Creating an Audience is similar to creating
a custom segment. Clicking “Create New” brings you to the
Audience Builder which looks just like the segment builder. Another option is to import a custom segment
you’ve already created in Analytics. You can also define a segment directly from
an Enhanced Ecommerce funnel report. Let’s walk through an example. Reaching people who placed items in their cart but did not complete their purchase is a great remarketing opportunity. If you have Enhanced Ecommerce implemented, you can use the Shopping Behavior report to create a segment based on this behavior and then target those users in an Audience. In the Shopping Behavior report, click on the step you want to base your Audience on to create a segment. In this case, we want to create a segment where products have been added to the cart, but then the cart was abandoned, so we’ll click Cart Abandonment. When you click, Google Analytics opens a segment creation input box. Once the segment is saved it can be used to
create an Audience for targeting in Bid Manager. Additionally, you can make modifications to
the Audience such as excluding users who have already made a purchase. You can also create an Audience in the same
way from a custom funnel. We recommend using “GA” in the Audience name. This helps distinguish it from non-GA Audiences
in Bid Manager. As you can see, not only does the Bid Manager integration allow for increased insight into Display traffic, it also enables users to
create behavior-based audiences for sharing with Bid Manager. Anyone with full administrative permissions to both your Analytics and DoubleClick Bid Manager accounts can complete the self-serve integration. Full administrative permissions means that
one person has both “Edit” permission for the Google Analytics 360 Property you wish to link and “Read & write” permission for the DBM Partner Account that contains
the Advertiser ID you want to link. If you have “Edit” permission for your
Analytics 360 property but you don’t have “Read & write” permission for Bid Manager, you can send an automated link approval request to a “Read & write” admin on the Bid Manager
Partner Account. Review the respective online help article included at the end of this lesson for instructions and other important details. When you create the links, you will encounter a few options; we’ll use the remainder of this lesson to share recommendations on these options. When you link an Analytics 360 property with a Bid Manager advertiser, destination URL auto-tagging is automatically implemented. We also highly encourage auto-tagging as it offers more dimensions than manual tagging and requires less maintenance. However, if you strongly prefer manual tags so that you can customize Campaign, Source, and Medium values for sessions attributed to Bid Manager, don’t let this requirement deter you from taking advantage of the integration. You can use the DCM/DBM auto-tagging override
feature. To minimize disruption to your data, enable the override immediately after enabling the integration. Also, if you choose to use manual tagging, be sure to check your channel definitions in Analytics to make sure that the Display
channel is defined the way you want it. Find out more in the “Read further” section. You will see a checkbox for the “Export Remarketing lists” option. We highly recommend enabling this option to get the full power of integration as we’ve covered in this lesson. Lastly, keep in mind that we highly encourage
you to import Bid Manager cost data – known as “Revenue” in Bid Manager – into Analytics
360. Only aggregate cost data will be shared with Analytics; no breakdown of this aggregate data will be available in your Analytics account. If you don’t share cost data, you won’t
receive click data either and will miss out on this powerful benefit of integration. You should now understand the benefits of the Bid Manager integration and be familiar with where to find your DBM data within Analytics 360. You’ve also seen how you might leverage
this data to create audience lists for remarketing and to gain more visibility into your customer’s
journey.

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