Prerequisites and Key Information for Implementing Analytics for Advertising Cloud

Advertisers with Advertising Cloud DSP and Advertising Cloud Search

Review the following information before you integrate Advertising Cloud with Adobe Analytics.

Requirements for Reporting Advertising Cloud Data in Analytics

• Experience Cloud Identity Service: visitorAPI.js version 2.0 or higher
• Any version of Adobe Analytics (including Prime, Premium, or Ultimate)
• Adobe Analytics: appMeasurement.js version 2.1 or higher

Requirements for Sharing Analytics Segments with Advertising Cloud

• Experience Cloud Identity Service: visitorAPI.js version 2.1 or higher
• Adobe Analytics: appMeasurement.js version 1.8 or higher

Requirements for Reporting Analytics Data in Advertising Cloud

Provide the Advertising Cloud implementation team with the following:

• The Analytics report suite ID that will be used for reporting on paid media activity and for feeding site activity for optimization and reporting in Advertising Cloud
• The company’s Experience Cloud Organization ID (Org ID).

You can find both of these IDs on the Summary screen of the Adobe Experience Cloud Debugger.

Analytics Data in Advertising Cloud

Because Analytics data is sent to Advertising Cloud for reporting and optimization, the data is subject to the attribution rules, including the impression and click lookback windows, that are configured for the advertiser in Advertising Cloud.

• Advertising Cloud attribution click lookback window: The number of days after the first click occurs in which the click can be attributed to a conversion. By default, this value is 60 days; the maximum is 90 days

• Advertising Cloud attribution impression lookback window: The number of days after an ad impression occurs in which the impression can be attributed to a conversion. By default, this value is 14 days; the maximum is 30 days

  NOTE

  The impression lookback window is specific to Advertising Cloud, not Analytics for Advertising Cloud, reporting.

The Analytics for Advertising Cloud Java Script uses these settings to determine how far back to consider a view-through entry or click-through entry to the site as valid. For more information about how view-throughs and click-throughs are determined, see “Advertising Cloud IDs Used by Analytics.”

Advertising Cloud Data in Analytics

Analytics sets Advertising Cloud IDs (AMO IDs) within the Analytics hit, subject to the advertiser’s eVar persistence setting, which applies to both click-throughs and view-throughs. The persistence setting is configured on the Advertising Cloud back end, and your Adobe account manager can change it.

• Analytics for Advertising Cloud eVar expiration: 60 days by default for AMO IDs

Supported Ad Environments

• Search
• Display
• Video
• Online Video
• Native

Contact your Adobe account manager for the latest supported ad environments in each channel.

Things to Know Before You Implement

• No additional costs are billed for this integration, nor do server calls result in additional Analytics or Advertising Cloud fees.

• Analytics for Advertising Cloud is ad server-agnostic: a view-through or click-through may occur from any ad server, and the proper IDs are generated upon site entry.

• The integration passes only Analytics standard and custom events to Advertising Cloud for bid optimization of subsequent paid media and advertising efforts. It doesn’t pass Analytics segments, calculated metrics, and eVars to Advertising Cloud for bid optimization.

• Advertising Cloud creates persistent IDs within Analytics based on the last advertisement clicked or viewed before the user enters the site, based on the click and view-through lookback windows configured in Advertising Cloud. If a site visitor were to have both types of site entry interactions within their profile, and the click is within the lookback period, then the visitor’s click-through ID would override the view-through ID for site reporting.

• Analytics for Advertising Cloud conversion tracking in Adobe Analytics uses a configurable tracking lookback window (60 days by default). Advertising Cloud reports reflect site conversions and engagement through the end of this tracking lookback window.

• All ad types are supported. However, not all ad environments are supported.

  For example, connected TV (CTV) ads aren’t tracked because no clicks occur in CTV and no conversions can occur on the same device. However, if the ad is viewed within a desktop environment, then some view-through site entry data may be tracked.

• Analytics conversions are currently tracked and attributed only to a visitor on the same device.

• Analytics for Advertising Cloud doesn’t support in-app view-through conversions.

• View-through tracking isn’t supported for advertisers using a server-side forwarding implementation of Analytics.

Supplemental ID

Once the Experience Cloud Identity Service is implemented for a site, hits that contain data from Analytics or Advertising Cloud contain a supplemental ID.

Example: sdid=2F3C18E511F618CC-45F83E994AEE93A0

For accurate data integration, all Advertising Cloud calls used by an Analytics for Advertising Cloud activity to deliver content or record the goal metric must have a corresponding Analytics hit that shares the same supplemental ID.

When you’re troubleshooting in Analytics, be sure to confirm that the supplemental ID is present for Analytics hits. In the Adobe Experience Cloud Debugger, you can see this ID in the Advertising Cloud tab as the sdid parameter.