Campaign Manager dv360: How To Evaluate Advertising

Campaign Manager dv360

In the last few years, there have been more situations where advertising operations need new measures. For example, retargeting accuracy has decreased because of 3rd party cookie regulations. Video advertisements are also a challenge. 

The key to this is how to evaluate the newly implemented measures.

This time, we'll discuss the ad delivery evaluation approach. We will also give an overview of Campaign Manager 360 (CM360), one of the Google Marketing Platforms. It tracks conversions in ad delivery across numerous media. 

A text explaining about campaign manager dv360

1 Why do we need advertising effectiveness measurement tools?

• • 1.1 Representative tools
  • 1.2 Differences between access analysis tools and advertising effect measurement tools
  • 1.3 What is Attribution Analysis?
• 2  Campaign Manager 360 (What is CM360?)
  • 2.1 Purpose of introducing CM360
  • 2.2 Strengths of CM360
  • 2.3 Media that can be measured by CM360
• 3  Notes on CM360 and what is required in the future

Why do you need an advertising effectiveness measurement tool?

Each advertising medium is operated by a different company. They have independent management screens and medium tags. 

 If the user who did the CV comes into contact with multiple advertising media, duplicate measurement will occur. To avoid this, we use an advertising measurement tool to count the number of CVs uniquely. 

The number of measures among the media CV and the analyzed CV differed when the user who was CVed on May 1st interacted with the commercial on April 28th, April 29th, and April 30th.

In addition, there is a difference in the time when the CV is recorded

Typical tool

We will introduce tools that are often used as advertising effect measurement tools.

The five representative tools can be classified into access analysis tools and advertising effect measurement tools.

Differences between access analysis tools and advertising effect measurement tools

Access analysis tools, such as Google Analytics (GA), record the number of accesses and CV of the entire site. Then, analyze the behavior of users within the site. Based on the analysis results, we will change the flow of traffic within the site and change the content of each page. 

Access analysis tools often classify inflows via advertisements by assigning parameters and use them to judge results.

What are parameters? A detailed explanation of the meaning, types, and how to use it!

CM360 and other advertising effectiveness measurement tools, discussed in this article, are specialized for advertising effectiveness measurement. They do not record the number of accesses to the entire site. 

However, there are many tools that have strengths in ad evaluation efforts such as attribution analysis.

What is attribution analysis?

Attribution analysis is an initiative to measure the degree of contribution to results by analyzing not only inflow routes and advertisements that directly lead to results, but also all contact histories leading up to the results.

If you want to know the basics of attribution analysis, please see the article below.

There are two things I want you to keep in mind about attribution analysis as you read through this article.

The advertising effect measurement tool does not analyze the user's on-site behavior

Attribution analysis tracks clicks that lead to results

Campaign Manager 360 (What is CM360?)

Google's third-party distribution tool (3PAS) makes it possible to manage and analyze advertisements across multiple media and DSPs.

Purpose of introducing CM360

There are two main purposes for introducing this, but this time we will focus on the purpose of measuring advertising effectiveness.

Rich creative

Delivery of creatives that cannot be achieved with standard ad formats and  delivery of dynamic creatives using data becomes possible.

Integrated management of campaigns and attribution analysis

Achieve centralized management of reports with unified indicators across media.

Even in attribution analysis, by measuring from the impression of the advertisement, it is possible to visualize the effectiveness of the advertisement, which cannot be evaluated on a click basis.

Strengths of CM360

The biggest feature of CM360 is that other media can also be evaluated with the evaluation index of Google's products by linking products belonging to the Google marketing platform provided by Google.

1. Linking with the paid version of Google Analytics GA360

GA360 is a premium version of Google Analytics that includes an access analysis tool.

By linking CM360 and GA360, it is possible to analyze attribution including the status of content browsing on the site in addition to the attribution analysis of the contact status of the advertising area.

2. Realization of attribution analysis including impressions.

 The advertising effect measurement tool analyzes the clicks that went through, but in the case of CM360, it is possible to analyze the impressions that went through as well.

With other access analysis tools, there is no choice but to arbitrarily select a fixed attribution analysis model, but CM360 analyzes the impact of each touchpoint on the CV rate and allocates the degree of contribution Google's unique analysis model DDA can be used.

DDA is an attribution model that already exists in Google Ads, but it is possible to evaluate with DDA across all media via CM360.

3. Ad impression effect measurement across multiple channels

With CM360 centrally managing across media, it is possible to measure overlapping reach when a single user contacts multiple channels.

When distributing on multiple media, check for cannibalism or bias in distribution. It's also possible to evaluate media with little cannibalism and reach users who existing media hasn't reached. Is possible.

Media that can be measured by CM360

Some media support CM360, while others support only some functions.

For example, tiktok can measure IMP and click by CM360, but not CV.

These are associated with three tags of CM360.

1. Ad tags: Installed for the purpose of ad distribution and ad effectiveness measurement. Install when you want to add video indicators.

2. Tracking tag: Installed for the purpose of measuring advertising effectiveness. There are two types: IMP measurement and click measurement.

3. Floodlight tag (=CV tag): Same as the CV tag of each media company.

Notes on CM360 and what is required in the future

CM360 is a tool that is mainly used for attribution analysis, but it is less used than other access analysis tools, and there are few articles that specialize in it.

As a background, products on Google's marketing platform can only be purchased through specific agencies for each product.

Media representative Digital Advertising Consortium (also known as DAC) and Irep have merged their businesses. As a result, there are many patterns in which each agency purchases CM360 via DAC.

This solution is not well-known because of commercial distribution. However, I believe it is in demand now. This is due to lower retargeting accuracy and 3rd party cookie regulation. Also, video advertisement use contributes to the demand. 

We analyze all aspects of digital marketing that attract customers, like contacting them through ads and seeing which content they browse on the site. However, it's hard to apply each measure based on the analysis results.