Today’s digital marketing environment is competitive, and not adding tags to your site can blind you to opportunity. Not adding DoubleClick for Advertisers Floodlight/Spotlight tags to your site only provides you with Impressions and Click Through Rates for your campaign. Unfortunately, these days it is not enough to really assess the quality of your campaign performance.
Why Floodlight/Spotlight Tags
These tags are there to track specific engagement and conversion areas of your site. It is not necessary to tag your entire site with floodlight/spotlight tags, but specific aspects of your campaign that relay the message of engagement or conversion. Your digital marketing campaign measurement strategy should have a tagging matrix for these tags.
What Insights Do I Gain?
The addition of Floodlight/Spotlight tags to your display advertising campaign you gain Post Click and Post Impression metrics. Post click metrics provide you with specific engagement or conversion that happened post user clicking on your ad. Post impression metrics are users whom saw your display ad, did not click, and arrived at your site by directly typing it in or doing a Google Search. There is a specific window your display advertising team sets (for instance 30 days), that users can see a display ad and arrive at your site and still be considered a Post Impression Conversion.
What Kind Of Reports Do I Need?
Pulling reports out of DoubleClick is not the easiest as it is all raw data. You need an experienced analyst or savvy digital media person who knows how to use the system. In the report you will want to see a few very important metrics.
- % of Impressions delivered of the media buy (This provides you with campaign pacing)
- Impressions by Publisher
- Campaign Reach
- Campaign Engagement
- Campaign Conversion
Don’t Forget About Custom Tags
Rarely used in campaigns, but DoubleClick has the ability to add custom tags. These tags go beyond the conversion to tell you more. For instance, if you are running a campaign to an online store, the floodlight tag can fire on your conversion confirmation page after the user has completed their purchase. However, the Custom Tag can pass through the actual dollar value of the final sale. This provides you with more value, as you can attribute dollars to specific publishers, creative and tactics of your campaign.
Lets us know if you want help instrumenting custom tags for your digital campaigns, we would be glad to help you!
Related posts: Ways to find something to A/B Test, Data driven answers to difficult executive questions, Analysis types: Reporting, Hypothesis testing, Data Mining