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  • Adobe® Marketing Cloud

    Importing Paid Search Metrics

  • Contents

    Importing Paid Search Metrics........................................................................................3

    Configure Success Events.................................................................................................4

    Set up Data Sources..........................................................................................................5

    Export PPC Data and Upload it to Analytics...................................................................7

    Create Calculated Metrics................................................................................................8

    Configure and Run Reports..............................................................................................9

    Importing Paid Search MetricsLast updated 12/8/2016

  • Importing Paid Search Metrics Steps to configure Reports & Analytics to track your paid search metrics (e.g., Google AdWords, MSN, Yahoo, etc.) using Data Sources.

    Overview

    For many marketing organizations, paid search is one of the most valuable and reliable ways both to reach new customers and to retain existing ones. The Data Sources capability in Adobe Analytics makes it easy to import advanced paid search data from digital advertising platforms like Google AdWords and integrate it with the rest of your marketing data alongside on-site behavioral and customer attribute data to allow you better insights into your organization's paid search efforts.

    The steps in this document will show you how to configure an integration with AdWords to import keyword data as well as metrics such as impressions, clicks, cost per click, and more.

    The steps explain how to set up a one-time import of Pay-Per-Click data. However, Data Sources allows for the ongoing import of data using the file format described here. Depending on your paid search platform, you may be able to schedule periodic exports (daily, monthly, etc.), set up automated processes for transforming those exports into the file format that Adobe Analytics requires, and upload these files into Adobe Analytics for going paid search integration reporting.

    Prerequisites

    • You have implemented paid search detection. • You are capturing tracking code data. • You have unique tracking codes for each Ad Group.

    Process

    DescriptionTaskStep

    Creating success events will enable Analytics to receive the 3-rd party metrics.Configure success events.

    Adobe Analytics Data Sources lets you manually import additional online or offline data for reporting.

    Set up a new data source.

    Export the data into a .csv file and upload it via FTP.Export data from your pay-per-click account.

    Adding calculated metrics enables you to combine metrics to create mathematical operations that are used as new metrics - for example, revenue per visit.

    Create calculated metrics.

    Drill down into a campaign to view performance and get a detailed view of how each Ad Group is performing.

    Configure and run reports.

    3Importing Paid Search Metrics

  • Configure Success Events Our first step is to prepare Reports & Analytics to receive the metrics. To do this, we will need to set up some success events.

    Success events are actions that can be tracked. You determine what a success event is. For our purposes of tracking paid search metrics, we want to set up success events around clicks, impressions, and total cost and enable tracking codes.

    1. Go to Analytics > Admin > Report Suites. 2. Select a report suite. 3. Click Edit Settings > Conversion > Success Events.

    4. Under Custom Success Events, use Add New to create 3 custom success events: Clicks (Counter), Impressions (Counter) and Total Cost (Currency).

    5. Click Save. You should receive a message that your saves were approved.

    6. Navigate to Admin > Report Suites > Edit Settings > Conversion > Conversion Variables. 7. Enable tracking codes by selecting the checkbox next to Tracking Code under Campaign > Campaign Variable

    4Configure Success Events

  • Set up Data Sources Data Sources allow you to share non click stream data with Adobe Analytics. In this case we will use Adobe Analytics to track paid search metrics. We will use the tracking code as our key to tie the two pieces of data - paid search metrics and Adobe Analytics metrics - together.

    1. Navigate to Admin > Data Sources. 2. Select the Create tab to start activating new data sources. 3. Under Select Category, select Ad Campaign.

    4. Under Select Type, select Generic Pay-Per-Click Service. 5. Click Activate.

    The Data Source Activation Wizard displays:

    6. Click Next and name your data source. This name will appear in the Data Source Manager. 7. Accept the service agreement and click Next. 8. Select the three standard metrics: Impressions, Clicks and Total Cost and click Next. 9. Now “map” this new data source to the custom events we created in Configure Success Events.

    5Set up Data Sources

  • 10. Choose data dimensions Check the box next to Tracking Codes and click Next.

    11. Map data Dimensions. Map the imported data dimension (attribute) to the Adobe Analytics attribute that you want to store it in. This may be a standard dimension or an eVar. After you click Next, the resulting mappings are shown in the summary:

    12. Click Save. 13. Click Download to download the template file for this data source.

    The file name corresponds to the data source type you initially specified - in this case, Generic Pay-Per-Click Service template.txt.

    14. Open the template in your favorite text editor. The file is already populated with the metrics and dimensions and their mappings.

    6Set up Data Sources

  • Export PPC Data and Upload it to Analytics Steps similar to these work for Google Adwords, MSN, Yahoo, and other PPC accounts.

    1. Export Data 1. Log in to your PPC Account and create a new report or export.

    Ensure that the export includes the following fields: date, destination URL (landing page), impressions, clicks, and cost. The export can include other fields, but you will delete them the steps below.

    2. If possible, save the report as a .csv or tab-delimited file. This will make it easier to work with in the following steps. 3. Open the file in Microsoft Excel. 2. Edit the File in Microsoft Excel 4. In Microsoft Excel, delete all columns other than those mentioned above. 5. Delete any extra rows on top. 6. To isolate the tracking codes from the destination URLs:

    a) Copy and paste data from all columns. b) Click Data > Text to Columns. c) In Step 1 of the wizard, make sure that Delimited is selected and click Next. d) In Step 2 of the wizard, specify the delimiter depending on how you have created your URLs (either ? or &) and click

    Next. e) In Step 3 of the wizard, preview your data and ensure that one of the columns is trackingcodename=trackingcode.

    If you have additional variables, repeat these steps (using & as the delimiter). f) Delete all columns except for tracking codes, impressions, clicks and cost. Add a new column called Date and organize

    your columns in the following order: Date :: Tracking code :: Impressions :: Clicks :: Cost.

    7. Add this data to the template you downloaded in the Activate Data Sources section. Now you are ready to upload the file.

    3. Upload the file to Adobe Analytics via FTP 8. Go back to the Data Source wizard for instructions and upload the file via FTP:

    7Export PPC Data and Upload it to Analytics

  • Create Calculated Metrics Adding calculated metrics will be helpful when making pay-per-click decisions.

    For example, you could add these calculated metrics:

    DescriptionMetric Type

    FormulaName

    When applied at a site level: shows the average number of pages per visit. When applied in the Most Popular Pages report: shows the average number of times a specific page was viewed per visit.

    NumericPage Views/VisitsPage Views per Visit

    Shows average revenue per order.CurrencyRevenue/OrdersAverage Order Value

    Shows average revenue per visit.CurrencyRevenue/VisitRevenue per Visit

    Measure the ratio of clicks to impressions of an online ad or email marketing campaign

    NumericClicks/ImpressionsClick Thru Rate (CTR)

    Shows the revenue of a campaign minus the cost.CurrencyRevenue - CostProfit

    Shows how much revenue was being generated every time an ad displayed, balanced with cost.

    Currency(Revenue - Cost)/Impression

    Profit per Impression (PPI)

    (ROI) Represents the dollars earned per dollars spent on the corresponding advertising.

    CurrencySales amount/ad spend

    Return on Ad Spend (ROAS)

    8Create Calculated Metrics

    https://marketing.adobe.com/resources/help/en_US/reference/t_calculated_metric.html

  • Configure and Run Reports The final step is to add the data source metrics and any calculated metrics to the Tracking Code report and drill down into a campaign to get an immediate view of how each Ad Group is performing.

    1. In Analytics, select the report suite into which you have imported data sources. 2. Navigate to Reports > Campaigns > Tracking Code > Tracking Code. 3. Select the date range. 4. Click Metrics > Add and add your data source metrics (Clicks, Impressions, Total Cost) from the list of Standard Metrics. 5. Do the same for any calculated metrics you may have adde