The purpose of this presentation is to reveal the benefits of using Google Campaign Manager for the deep analysis of ad campaigns and to highlight new capabilities of Google Marketing Platform products that are not available in other tracking systems.

1. Additional capabilities of
Google Campaign Manager

2. The purpose of this presentation is to reveal the benefits of using Google
Campaign Manager (CM), and to highlight new capabilities of Google
Marketing Platform products that are not available in other tracking
systems.
How to use cross-device tracking in evaluation of the ad
campaigns
Analysis of shopping carts and specific orders within the ad platforms analysis
2
2
The possibilities of the utilization of different attribution models
The importance of utilizing all of the CM’s features
Key touchpoint:

3. CM is only a part of the Google Marketing Platform ecosystem. The combination of tools
strengthens each of them.

4. CM allows you to track conversions
between a user’s multiple browsers.
For example, the person who saw the
ad on their home device then visited
the advertiser’s website on their work
computer and made the conversion.
In this case we will be able to track
cross-device conversion and identify
the effective channel.
User-matching.
Tracking effectiveness binding
with the user (user-id)

5. CM allows you to track the
conversions users make after seeing
the ad in the app on their mobile
phone.
For example: a user sees an ad in the
YouTube app, but makes the
conversion from the web version of
the advertised service on the
desktop.
We can analyze the
contact in the applications that
have the user-id.

6. We can analyze conversions
in the advertiser's mobile
applications
APP
APP
Client’s
Client’s
A lot of customers make more than 50%
of the conversions in the advertiser's
mobile applications.
It is wrong to miss this data while
analyzing the effectiveness of ad
campaigns.
CM allows you to track user’s conversions
that were completed in the client's app.
Additionally, we can track the number of
app installations on the Google Play Store
(Android OS).
For example, the user saw the ad on their
desktop and than made the conversion in
the advertiser’s app on their mobile
device.

7. Identification of the purchases
(binding with the purchase ID)
35 000 грн. 4 000 грн.
CM allows you to bind to a specific
shopping cart ID (or another unique
identifier) ​​to track exactly what the user
ordered after seeing the ad.
This will provide an opportunity to
estimate the real value of the
conversions, and to identify how creatives
affects what users are buying.
We can understand whether the user
ordered the advertised product, or bought
goods from an adjacent category.
Oftentimes the user utilizes the service of
the advertised brand, but not the
advertised product in particular. Such
situation indicates the need to revise the
messaging of the ad campaigns.

8. The standard model of attribution -
when only the last action is being
analyzed (click / impression)
Standard
attribution model
Last
interaction

9. Last
interaction
First
Interaction
Linear
Mixed attribution
model
In the present context, it is not
enough to use the standard
attribution model alone.
CM allows you to both use more complex
attribution models and to build your own.
We can analyze the impact of each
channel or assign our coefficients to every
channel, whether it is the first impression,
in-between, last, or click.
This will help us answer the following
questions:
- What is the ad platform’s contribution to
the conversion in the funnel?
- To see the exact funnels, which have led
to the conversion.
- To understand whether ad platform № 1
will work just as well if you exclude
placement on the ad platform № 2, or if
such conversion funnel is more effective
the way it is.

10. Quality
control
Centralization of ad
platforms / sources
Insights implementationDeep dive
Summary: opportunities for CM utilization
• control of the amount of the
impressions and clicks
• control of the correct geo ad
servers reach
• quality control against fraud
• control of ad campaign settings
• unification of all the advertising
sources into one tool
• overlap measurement
• understanding of unique
indicators of reach and impacted
website visits
• measurement of total ad
frequency
• attribution between ad platforms
• analysis of all sources with one
tool
• possibility of performing of post-
click / post-view analyses
• cross-platform / cross-browser
analysis
• verification of shopping carts and
specific purchases
• frequency distribution and reach
accumulation by periods
• testing of the hypotheses and
their effectiveness
• creation of separate effective
audiences for use in the ongoing
and future campaigns
• application of the conclusions of
the analysis

11. Thank you for your
attention