Using Analytics for Paid Media Reporting

Analytics for Advertising improves reporting and insight on how your advertising drives site behavior by allowing you to:

  • Use persistent Adobe Advertising view-through and click-through IDs within Analytics to understand site engagement.
  • Take advantage of Analysis Workspace to better understand site entry points and visit behavior. You can access paid media dimensional and event data, which include Adobe Advertising campaign entity names (down to placements and ads) and their associated metrics, such as clicks, impressions, and cost.

To use Analytics as your paid media reporting tool, your organization needs an Experience Cloud login with access to Analysis Workspace. Your Adobe Advertising team will help you to map your Adobe Advertising data to individual report suites in Analysis Workspace. You can send Adobe Advertising data to any report suite, but you should be aware of the report suites that have been mapped to Adobe Advertising and those that haven’t. Depending on the report suite, this may change the data reported.

Adobe Advertising IDs within Analytics work like other eVars, with a custom, persistent expiration. By default, the attribution lookback window is set to 60 days during the Adobe Advertising implementation. To change this setting, work with your Adobe Account Team.

Adobe Advertising dimensions are appended with the suffix “(AMO ID)” (such as “Ad Type (AMO ID)”). See “Adobe Advertising Metrics in Analysis Workspace” for a list of the available dimensions.

NOTE
When you view Adobe Advertising data (or any data set) within Analytics, be aware that metrics and reports are based on the rules that are set within Analytics. The data could be different than what you see within other reporting systems, such as ad server reports, DSP reports, or search engine reports. To understand the data differences in Analytics, you need to know when eVar data expires, what defines a visit, what is considered last touch attribution versus total persisting attribution, and other factors. For more information, see Expected Data Variances Between Analytics and Adobe Advertising.

Using Analytics to Power Adobe Advertising Campaigns and Portfolios

Without requiring any additional pixels, Analytics for Advertising enables better optimization and easier audience segmentation by sending two main signals to Adobe Advertising:

  • Conversion metrics to be used as bid signals:

    • standard metrics, such as Revenue and Cart Views.
    • site engagement metrics, such as page view and visit metrics.
    • custom revenue metrics.
    • reserved revenue metrics.
  • Segments created in Analytics and published to Experience Cloud.

    You can use Analytics segments for first-party site retargeting in DSP and paid search advertisements.

    (Search, Social, & Commerce only) Advertisers with Analytics but not Audience Manager can also create Google website tag-based audiences (remarketing lists) and customer match audiences (customer lists) from Analytics segments that are shared with Experience Cloud.

Site Conversion Metrics as Bid Signals

You can use your standard events and custom events from Analytics to build weighted objectives in Adobe Advertising. Objectives inform bidding decisions for your DSP packages and Search, Social, & Commerce portfolios.

For Google Ads and Google Microsoft Advertising campaigns in Search, Social, & Commerce hybrid portfolios, you can optionally upload the objectives — including any Analytics events in the objectives — directly to the ad networks, where they become available as conversion actions for account-level and campaign-level custom conversion goals.

NOTE
You can’t map calculated metrics from Analytics into Adobe Advertising.

Your Adobe Advertising team will help you to identify and map the events that are applicable to paid media performance into Adobe Advertising, where they are listed in Search > Admin > Conversions.

See “Analytics Metrics in Adobe Advertising” for a list of available metrics.

Analytics Segments for Site Retargeting

Adobe Advertising can ingest Analytics segments for remarketing purposes for Advertising DSP and Search, Social, & Commerce ads using the native Experience Cloud Audiences integration between Analytics and Experience Cloud.

To access the Analytics segments, an advertiser account must enable the Experience Cloud ID Service. When the ID Service is enabled, all Experience Cloud segments (including segments created in Analytics and published to Experience Cloud, segments created in Adobe Audience Manager, segments created in Experience Cloud using the People core service, and segments created in Adobe Experience Platform and sent to Adobe Advertising via Audience Manager) become available within Adobe Advertising as soon as they are processed.

Analytics segments are available within 24 hours and are updated daily.

For more information about the Experience Cloud Audiences service, see Experience Cloud Audiences.

Examples of How to Use the Integration

Using Adobe Advertising Data in Analysis Workspace

To learn how you can use your Adobe Advertising data to create visual reports in Analysis Workspace, see the video “Introduction to Workspace and Reporting.”

Using Connected TV View-Through Conversions in Reports

Advertising DSP users only

You can measure the full-funnel effectiveness of your connected TV (CTV) campaigns by linking ad exposure on CTV devices to on-site conversions. The new Landing Type filter “View-through (CTV)” splits conversions into separate rows for Click Through, View Through, and View Through (CTV) values.

To view your CTV view-through conversion metrics, use either the Placement view or the Marketing Channel view in Analysis Workspace.

Using the Placement view:

  1. Include CTV-spending placements in the reporting view.

  2. Include the desired metrics, such as “Impressions”, “Clicks”, and so on.

  3. Apply the following filters:

    Ad Platform: Advertising Cloud DSP

    Landing Page: View-Through (CTV)

Using the Marketing Channel view:

  1. Include the dimension Marketing Channel.

  2. Include the desired metrics, such as “Impressions”, “Clicks”, and so on.

  3. Apply the following filters:

    Ad Platform: Advertising Cloud DSP

    Landing Page: View-Through (CTV)