Campaign Settings, Summary & Performance Reporting

This guide will help you understand campaign settings, navigate the reporting dashboard, and interpret performance reporting data within Ads Manager.

Campaign Settings

Navigate to the gear icon beside the Campaign name to access Campaign Settings, which include:

  • Campaign Name: Give your campaigns clear and descriptive names to easily identify them later.
  • Budget Settings:
    • Ad Group Budget: Allocate budgets to specific ad groups within a campaign for granular control. This can be useful for focusing resources on high-performing ad groups. However, be aware that some ad groups might not spend their full budget if there's limited inventory.
    • Campaign Budget: Set a single budget for the entire campaign. This budget will be shared proportionally across all ad groups based on available inventory. This option can potentially accelerate spending, but some ad groups with shorter durations might see slower delivery.
  • Converting Between Budgets: You can convert from Ad Group Budgets to a Campaign Budget, but this cannot be reversed.

Campaign Summary & Performance

Presented in the upper-right corner, the summary bar showcases essential performance metrics throughout the campaign.

Additionally, you can gain even more insights through a variety of reports accessible from the Summary, Location, and Audience tabs:

Summary

Reports available:

  • Daily Trend: Visualize daily performance metrics such as Impressions, Clicks, CTR, Reach, and Visits. The view can be adjusted to reflect visitation lookback window data.
  • Lookback Window: Insights into the time it takes a user to visit the store after being served an impression.
  • Day of Week: Understand which days your target audience is most likely to visit your store.
  • Time of Day: Discover peak hours for your ad performance.
  • Day of Week + Time of Day: Combine Time of Day and Day of Week for a granular view of when your ads are performing their best
  • Audience Targeted (Table Only): View which audiences are performing the best against KPI's. Note: Visits and reach are not available in the Audience Report.
  • OS (Table Only): View which OS are performing the best against KPI's.
  • Device (Table Only): View which devices are performing the best against KPI's.
  • Reporting by Product: Reporting by product provides users with the ability to view granular targeting and POI (place of interest) performance at the campaign, adgroup, and creative level.
  • Publisher Reporting (CTV/OTT only): Publisher reporting displays the App Names on which CTV and OTT creatives are served.
  • Web Conversions: Track and report on the actions of users who visit your page(s) after viewing your ad or clicking on your ad. This allows you to track pixel activity across the entire conversion path and optimize.

Location

Navigate to the reporting screen dashboard and click on the "Location" button adjacent to "Summary". The Location Reporting feature offers insights into campaign performance based on geographic parameters, including store-level visitation metrics.

What the Location Report Shows

The Location Report provides a breakdown of your campaign's performance by geographic area.

Customize your view by selecting the data you want to see (impressions, clicks, secondary actions, or store visits) for various geographic levels (State, DMA, Counties, Zip Code, Drive to Stores*).

*The Drive to Stores metric shows how many visits your campaign generated to your physical locations (if you've enabled visitation tracking for your ad group).

The Location Report can help you:

  • Optimize your campaigns: Identify areas where your campaign is underperforming and adjust your geo-targeting settings.
  • Develop future campaign strategies: Use insights from the report to target locations that have historically performed well.

Exporting Report Data

You can export the Location Report data for further analysis in other tools. Here's how:

  1. Click "Export" in the Location Report.
  2. Choose whether to export the entire report (location reports) or just the table data.

Audience

Audience Insights provides a breakdown of your campaign's performance by audience segment, regardless of who you targeted. This allows you to see which audience segments (like demographics or lifestyle categories) are most engaged with your campaigns (through impressions, clicks, visits, etc.).

Reports include:

  • GroundTruth (GT) Audiences: This feature provides insights into how GroundTruth Audiences engage with campaigns. Users can filter data by category to focus on audiences within their vertical (e.g., Quick Service Restaurant Visitors).
  • Demographics: The Demographic Distribution Chart delineates the gender and age distribution concerning impression distribution, clicks, CTR, reach, visits, and VCR.

Practical Applications of Audience Insights

  1. Campaign Optimization: Identify top-performing audience segments independently of targeting to inform strategies for reaching the right audience with tailored messages, thereby enhancing campaign performance.
  2. Building Future Campaign Strategies: Utilize historical performance data to devise targeting strategies for future campaigns, ensuring optimal performance.
  3. Visitor Composition Analysis: Assess the overlap between visits and audience segments to quantify the audience composition of visitors, aiding in understanding visitor demographics and behavior.

How to Utilize Insights from Audience Insights

  • Export 'Report Data' at the campaign or ad group level into Excel.
  • Analyze 'Matched Visits' to understand the composition of visited users.
  • Leverage insights to isolate high-performing audience segments and optimize campaign targeting.

Testing

  • Experiment with different audience segments to gauge their performance at scale and refine targeting strategies accordingly.
  • Identify and prioritize audience segments showing consistent high performance for targeted campaigns.

Functionality of Audience Insights

  • Audience Insights matches user IDs to audience segments based on campaign engagement.
  • Credits are assigned to matched audience segments based on user interactions (impressions, clicks, visits, etc.).
  • The process is independent of campaign targeting parameters and aggregates data to showcase campaign performance by audience segment.
  • All metrics are exportable for in-depth analysis of segment performance.

Examples:

  • Example 1: If 5 impressions are served to IDs belonging to the "Millennial" audience segment, the segment will receive a credit of 5 for matched impressions.
  • Example 2: If 2 IDs from the Millennial audience segment click and 3 visit the store post-impression, the Millennial Audience will receive 2 credits for matched clicks and 3 for matched visits.
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