About Advertising Insights

Insight

Description

AMO-AA Tracking Discrepancy

(Advertisers with an Adobe Advertising-Adobe Analytics integration only) Identifies tracking issues, which are characterized by days with a click-to-instances ratio outside of the normal variance or with a 20% or higher variance. The report includes:

• A Microsoft PowerPoint file with a summary of the data variance; a table and trend charts showing variance by campaign for the campaigns with the most tracking issues; troubleshooting suggestions; and an explanation of the report methodology.
• A Microsoft Excel file with summary data for each campaign in the portfolio and daily data from the past month for each campaign.

Attribution Analysis

(PowerPoint presentation format) Indicates when a different attribution model can improve revenue models and optimization for a single portfolio.

Campaign Caps

(PowerPoint presentation format) Indicates if a single portfolio’s spend over the last 30 days was limited by the campaign budget caps, and recommends adjustments to portfolio settings to achieve optimal return on investment.

Day of Week

(PowerPoint presentation format) Indicates a single portfolio’s performance by day of the week (DOW) over the last 30 days, and recommends DOW spend targets to increase your return on investment.

NOTE: Portfolios without enough spend, or that were unable to spend to target in the last two days, aren’t available for the insight.

Delayed Revenue

Measures the conversion lag (the time elapsed between an ad click and a subsequent conversion) of a portfolio and shows any differences in weighted revenue (now called “objective value”), ROI, and model accuracy because of the lag. This analysis allows you to detect recent changes in click-date-attributed performance metrics and to see the impact of reporting by click date versus transaction date.

The insight includes an Excel workbook with individual sheets for weighted revenue (now called “objective value”), revenue accuracy, and lag factors. It also includes a Powerpoint file with various charts.

Event Path

Identifies how different channels and campaigns drive conversions by analyzing event paths and multi-touch conversions. You can upload a file in XLSX and ZIP (compressed XLSX) format and either a) extract events or b) analyze classified events.

Google Account Audit

(For Google Ads accounts; most useful for pre-sales) Provides an overview of an account’s performance and highlights deficiencies to show how effectively it’s being managed. The audit includes information about bidding, match types, budget capping, day of week performance, mobile performance, and more. To generate the insight, you must upload 1) Google Ads campaign, keyword, and change history reports for the account from the Google Ads web user interface and b) a bulksheet file for the account from the Google Ads Editor application. All files must be in CSV, TSV, TXT, or ZIP (compressed CSV, TSV, or TXT) format.

This insight can be used to help potential customers understand how Search, Social, & Commerce can boost performance and address deficiencies highlighted by the analysis. The Adobe Account Team may also use the insight to evaluate accounts before formally on-boarding a customer.

Impression Share Lost

(PowerPoint presentation format) Indicates when a portfolio’s budget has limited the impression share for Google Ads campaigns, and recommends changes to the budget and the campaign “Multiple” setting accordingly.

Location Target Performance

(For Google Ads campaigns; Excel spreadsheet format) The bid adjustment, clicks, cost, and weighted revenue (now called “objective value”) for each location target in a single portfolio. Data is available for any date range within the last 90 days, and you can view daily results or a summary for each campaign.

Match Type

On-screen charts of the cost and weighted revenue (now called “objective value”) across match types in a single portfolio for up to the last 90 days.

Mobile Optimization

(PowerPoint presentation format) Shows a single portfolio’s performance by device type during the last 30 days, evaluates the current settings for mobile-specific optimization features, and recommends adjustments to the settings.

Model Accuracy

Identifies how well Search, Social, & Commerce predicts spend and revenue for a single active or optimized portfolio and identifies the sources of model inaccuracies. The report includes:

• A PowerPoint file with a summary of the predicted and actual cost, clicks, cost per click (CPC), revenue, revenue per click (RPC), and return on investment (ROI) in the previous seven days; aggregate data on overspending and underspending bid units in the previous month; trend charts showing cost model accuracy, revenue model accuracy, and the predicted cost, clicks, CPC, revenue, RPC, and ROI in the previous month versus the actual values; model accuracy by click level; the top underspending or overspending bid units; and recommendations to improve model accuracy.
• An Excel file with the model accuracy for each keyword and the model accuracy by day.

This insight provides more details than the portfolio-level model accuracy reports, which are available from the Portfolios view.

Normalized Sim (Combined)

Returns the optimal spend allocation for a specified number of target spend levels (steps) for multiple portfolios. This insight uses the normalized weighted revenue (now called “objective value”) based on the weekly simulations during a specified time period. You can generate either a) an individual simulation for each portfolio selected or b) a single simulation across multiple portfolios with the same objective and currency. The simulations are presented in spreadsheets.

For single, multi-portfolio simulations, the spreadsheet includes two sheets: 1) a trend chart showing the normalized weighted revenue (now called “objective value”) for each target spend level (step) and 2) a table showing one row for each applicable spend level (step). For individual portfolio simulations, the spreadsheet includes 1) a Summary sheet listing all applicable portfolios and the time period and 2) two sheets for each portfolio: a) a trend chart showing the normalized weighted revenue (now called “objective value”) for each target spend level (step) and b) a table showing one row for each applicable spend level (step).

Portfolio Launch

(PowerPoint presentation format) Identifies if a portfolio is ready to be launched (changed to “optimized” status). The report includes a comparison of predicted performance and actual performance; the recommended portfolio start date and a list of dates that should be excluded from cost and revenue forecasts; the cost, revenue, revenue per cost, and converting keywords over time; information about any campaigns whose spend was capped in the last two weeks; and a recommendation to either launch or not launch.

Quality Score

Shows quality score trends for keywords with impressions in either Google Ads or Microsoft Advertising over the last 90 days. It includes a) a PowerPoint file and b) Excel files that include the 100 keywords with the highest spend and (when applicable) the top 100 keywords with poor quality scores.

Notes:

• When the portfolio has more than 20,000 bid units, only keywords with more than one click in the last 30 days (instead of 90 days) are included.
• Insights with data for many keywords take longer to generate.

Query Cross Matching

(Google Ads accounts) Identifies instances of search queries that Google Ads matched to more than one keyword and provides suggestions for where to direct traffic. Use the suggestions to improve keyword performance and, as a result, improve model accuracy.

The insight includes a spreadsheet of the cross matching queries, matched keywords, and performance data; network diagrams to help you visualize the relationships between cross-matching queries and keywords; the underlying search query report; and information about how to interpret the data.

Settings Audit

Indicates whether your portfolios are configured per best practices. It includes:

• A PowerPoint file that shows whether key settings for all of your portfolios and their component campaigns are configured per best practices, whether any campaigns aren’t assigned to portfolios, and the consequences of deviations from best practices.
• An Excel file with a separate tab for each key portfolio setting and key campaign setting. The data includes the portfolio settings for each of your portfolios and the campaign settings for each campaign that doesn’t meet best practices.

Time-of-day Analysis

(Applicable to portfolios with Google Ads search, display, or shopping campaigns only) Suggests Google Ads campaign-level bid modifiers for different times of the day (ad scheduling bid modifiers) based on hourly performance for a single portfolio.

The insight includes an Excel workbook with individual sheets for Detailed Performance (performance by time interval by campaign) and Recommended TBAs (recommended ad schedules for each campaign). You can export the Recommended TBAs sheet directly to the Google Ads editor. The insight also includes a Powerpoint file with supporting data and explanations.