Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)

Analytics 360 Suite
DoubleClick for Publishers
& Google Analytics 360
How publishers can benefit from linking
DFP to GA360: Insights, Revenue &
Audiences
Felix Derkum
Google Analytics 360 Suite,
Publisher Lead EMEA

Felix Derkum
Google Analytics 360 Suite,
Publisher Lead EMEA

Google Confidential & ProprietaryAnalytics 360 Suite
● Why Integrations Matter
● DoubleClick for Publishers
● Data In: DFP Reporting in Analytics 360
● Data Out: Analytics 360 Audiences in DFP
● Dimensions and Metrics
● Q&A
Agenda
What we’ll cover today

Integrate
For richer data and more
meaningful connections

Impressions
Advertisers Ads
DistributionPublisher Creation
Readers
Consumption
Subscription
While the publisher business model appears simple,

Impressions
Advertisers Ads
DistributionPublisher Creation
Readers
Consumption
Subscription
Content Creation
What are the stories that need to be told? Do we
have the tools to create unique content that
attracts audiences and potentially converts
audiences into subscribers?
Content Distribution
What are the platforms that are relevant to our readers
and subscribers - and what is the right way to reach and
engage with stories to them?
Data & Infrastructure
Are we prepared for the digital future
including the right platforms and
capabilities?
Monetization
How to identify new forms of revenue in
ad yield and paid content to offset
declines?
It is actually more challenging than ever before

© Google Inc. 2016. All rights reserved.
The most successful publishers master four areas
Target the most
valuable users,
increase their loyalty
and grow your
subscriber base
Targeting
Align people,
processes
& tech to implement
changes, measure
and refine
Alignment
Deliver personalized
experiences by
providing the right
content at the right
time in the right way
for each reader
Customization
Integrate media
and analytics to
manage content
better and build
deeper insights about
readers
Integration

Google Confidential & ProprietaryAnalytics 360 Suite Google Confidential & ProprietaryAnalytics 360 Suite
The path to analytics success
begins with integration

Google Confidential & Proprietary
believe there are silos in the
organisation that prevent
access to insights
57%
think marketing
measurement tools
are difficult to use
60%
believe
their data sources are
not well integrated
84%
compete mostly
on the basis of customer
experience
89%
Most companies are not making the most of their data

From insight to impact with Google Analytics 360 Suite
Identify your target
audience
Expand your audience
across the entire web
Execute your integrated
digital campaign
Test & optimize Measure performance
across channels
Share results across
the organisation
Track data across your
digital footprint
Analytics 360 Suite

From insight to impact with Google Analytics 360 Suite
AdWords,
DoubleClick, etc.
Tag Manager 360
Analytics 360 Suite
DoubleClick for
Publishers DoubleClick for
Publishers

How to get started
Also known as DFP, DoubleClick for Publishers
allows publishers to sell inventory on their websites
to advertisers.
1
Data In: DFP Reporting in G360
Brings DoubleClick for Publishers Metrics
(Impressions, Clicks, Revenue, and more) into Google
Analytics 360 alongside site-side data.
2
Data Out: Share Google Analytics 360
Audiences to DFP
3
Leverage Google Analytics dimensions to build
audiences, share those audiences with DFP for
targeting.

What you need to know
DoubleClick for
Publishers

Doubleclick for Publishers: What You Need to Know
DoubleClick for Publishers allows publishers to sell display, mobile, video inventory on their
websites/apps to advertisers.
Trafficking Inventory Forecasting Reporting

Toolkit: Google Analytics 360 & Doubleclick for Publishers
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Analytics 360
User Insights
Optimize 360
Content
Personalization
Doubleclick for
Publishers
Revenue Insights

Successful Publishers Track Business Health Metrics
$
Users
Value/ User
Depth of Visit
Pageviews/ Visit
Time Spent / Visit
Revenue per Page / User
Revenue / Pageview
Advertiser Value / User
New Users
# of New Users
Loyalty / Retention
Visits / Users
Long Term
Revenue
Traffic &
Marketing
Acquisition
Site Metrics /
Editorial
Editorial
Programmatic &
Ad Ops

Successful Publishers Rely on Data to Power Monetization
Monetization
Acquisition
Audience
Content

Deliver a Unified View of
DFP Revenue and
Monetization
Single Stack & Zero
Cookie Loss
Capitalize on single stack
efficiencies with zero reduction
in targetable audience or cookie
loss.
Simplicity
Easy to implement and
allows publishers to focus
on understanding how
their best content and
users come together with
monetisation to drive
long-term revenue.
Driving Value with Analytics 360 & DFP
Revenue by subject, page and
section, top driving authors and top
referrals based on revenue.
Arguably no other tech provider can
deliver a unified view of content
and monetisation.
Impact of ad load on user
engagement, device type,
churn propensity,
customer lifetime value.
Understand the User

Who are my
valuable
users?
Can I have
a central
view of my
users?
What high value
content do I
need to make?
What ad
impressions are
generated by
high value
users?
How do we send the
right ad to these high
value users?
Successful publishers ask these questions
Understand User
Grow Right Content
Power Ads with User Data
19

Publishers leverage the Analytics 360 - DFP integration
benefits to improve their long term-revenue growth
Users
Value per user
Content insights
(GA + DFP)
Audience Sharing
(GA -> DFP)

Reporting in Google Analytics 360
Data In

Reporting at a Glance: Publisher Reports

Reporting at a Glance: Publisher Referrers

Reporting at a Glance: Top Performing Pages

Publisher Data Forum
Proprietary + Confidential
Page views
CPM
Bubble size:
exit rate
Healthcare
Automotive
Finance
Politics
TV
News
Travel
Food
Sports
Education
Weather
Entertainment
* An example from Japanese News industry
Discover yield efficiency by content categories
Use Case

Page views
CPM
Bubble size:
exit rate
Healthcare
Automotive
Finance
Politics
TV
News
Travel
Food
Sports
Education
Weather
Entertainment
Stars - High CPM / low reach
● Opportunities to improve UX
● Boost recommendations for
content with low exit rates
Cash cows - Highly monetized with
strong user attraction
● Opportunities to reduce exit
rates?
Question marks - strong user
attraction but low monetization
● potentials to improve ad slots
● Increase monetization with
guaranteed deals
Dogs - Low efficiency, low reach
● lowest priority
● further investigation on UX & ad
slot placements, attractiveness
of content and authors
...
* An example from Japanese News industry
Define content strategies
Use Case

DoubleClick For Publishers Line Item Reporting in Google
Analytics 360
Line Item in
Analytics
360
Does it drive engagement
and higher monetization?
Who interacted with those
ads? And where do they
come from?
Bring the right
audiences to your
buyers
How does it work?
Line Item Reporting enables
customers who have linked Analytics
360 to DoubleClick for Publishers to
have a granular breakdown of their
Analytics 360 metrics by DoubleClick
for Publishers Line Item. Two new
DoubleClick for Publisher dimensions
are added to Analytics 360 reporting:
● Line Item ID
● Line Item Name
*NEW*

What does this look like in Analytics 360?
DoubleClick For Publishers Line Item Reporting in Google
Analytics 360
*These reports do not appear in Segmentation or the API.
Line Item ID and Line Item
Name are displayed in the
following reports*
- Overview, Publisher Pages,
and Publisher Referrer reports
in the Analytics > Behavior >
Publisher section of your
account, for both primary and
secondary dimensions
- Custom Reports
*NEW*

29
Understand how user behavior
influences revenue and how ads
influence user behavior.
+45%
Goal:
Addition of two new advertisers
increased revenue/1000 sessions
on a country level basis.
Insight:

What is unique content that attracts our audiences?
Analysis
Data source:
Japanese News Media Publisher, Google Analytics 360 data, linked DFP entity
Average CPM, indexed to 1 (all devices)
femalemale
Readers
● Significant CPM variations for
gender
● Low variations for age
● Average CPM for female users is
1.4X higher than the average
● Some user segments are more
profitable than others
Findings
Data only viewable with DFP integrated with
Google Analytics 360 (Reporting integration)
Publisher Case

Have a closer look at users and content
Data source:
● Focus on top articles
● Do text mining: What are keywords used in
headlines?
● How to categorize the articles according to
the keywords used
● Identify where female user have high/low
CPM
And do further deep dives
Survey of 2,910 articles beyond a certain
threshold for pageviews
38%Articles preferred
by male users
(1,810 articles)
62% Articles
preferred by
female users
(1,100 articles) Female mobile users like articles about
celebrities and domestic affairs
Articles about celebrities has higher yield
rather than domestic affairs
Publisher Case

Increase articles on
celebrity topics to boost
female user revenues
Growth of female users
due to achieved higher
coverage of relevant topic
10% 20% 30%
AdX yield impact
(net)/month
¥887,000 ¥1,774,000 ¥2,661,000
Data source:
Publisher Case

Target Google Analytics 360
Audiences in DoubleClick for
Publishers
Data Out

Build Meaningful Audiences in Google Analytics 360

Surface Google Analytics 360 Audiences in DFP UI
DFP Audience Module is required for audience targeting
audiences to display, video, and app inventory.
Feature is accessible for DFP Premium and DFP Small
Business Paid contracted publishers.

Target ad creative to users in GA360 Audience segment in DFP

Target ad creative to users not in GA360 Audience in DFP

Performance of GA360 Audience Targeting in DFP

Show performance of GA360 audience targeting in DFP

Monetize valuable audiences
Acquisition
Present business model
One strategy fits
all readers
CLV
Maximization
Future business models
High value / e.g. brand-loyal
subscribers
Mid value / High frequency casual
readers
Low engagement / Drop-in
readers

More relevant ads and ensuring
advertisers access to more
effective audiences.
3.3X CPM
Goal:
Mobile Intenders: Actively searching
for and discussing mobile phone
brands and features.
Insight:

Act
Make your data work for you

+ Unlock latent audience value
by connecting Analytics 360 in
and Doubleclick today
+ Build great content based on
better insights and drive ARPU
+ Convert visitors to subscribers
with automated remarketing
capabilities
What leading
publishers do
more likely than the mainstream
to have a documented data
and analytics strategy
Why
Should you care?
35%
Move from inaction to in action
Analytics 360 Suite Source: eConsultancy/Google.
Leaders are

Analytics 360 Suite
Thank you
Google Confidential & Proprietary

Google Analytics Konferenz 2018_Linking DoubleClick & GA 360_Felix Derkum (Google)

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