Adobe® Experience Cloud

Advertising Analytics

Contents

Advertising Analytics Overview.............................................................................3

Advertising Analytics Configuration Workflow.....................................................7

Enable Report Suite for Advertising Analytics.........................................................................7

Set Up an Advertising Account...............................................................................................8

Locate your Account ID.........................................................................................................11

Tracking: Manual Mode and Auto Mode ...............................................................................12

Auto Mode Tracking .................................................................................................................................12

Manual Mode Tracking.............................................................................................................................12

Report on Advertising Data in Analytics................................................................................15

Manage Advertising Accounts...............................................................................................20

Troubleshoot Advertising Analytics........................................................................................21

Frequently Asked Questions................................................................................22

Contact and Legal Information.............................................................................26

Advertising AnalyticsLast updated 4/9/2019

Advertising Analytics Overview

• What is Advertising Analytics?

• Prerequisites

• Advertising Analytics Permissions

• Advertising Analytics Dimensions and Metrics

• Advertising Analytics Configuration Workflow

What is Advertising Analytics?

Advertising Analytics lets you see all your Google and Bing Paid Search data side by side, within Adobe Analytics.Previously, any Google AdWords/DFA or Microsoft Bing Ads data would have to be viewed in Adobe Media Optimizer(AMO) or in Google/Bing.You will now get the following data within Adobe Analytics: Impressions, Clicks, Costs,Quality Score, and Average Position directly from the search engines as well as a AMO ID Instances (Click Instances).

Note: Yahoo Gemini was absorbed by Microsoft Bing on March 31, 2019. As a result, the Yahoo Geminiadvertising account option is no longer available.

By bringing the data from these search engines together in Adobe Analytics, you can analyze that same data byusing the power of Analysis Workspace. A new Paid Search Performance template in Workspace facilitates thisanalysis.

This integration is aimed at the following audiences:

• The Analyst who needs to collect performance reports for the Paid Search Marketer.• The Paid Search Marketer who seeks answers to these questions: How much traffic am I sending to our site and

are customers converting? What are my cost effective ad campaigns?

3Advertising Analytics Overview

Prerequisites

• Advertising Analytics is available for Adobe Analytics Select, Prime, and Ultimate SKUs only.• This functionality is available for non-Advertising Cloud and non-AMO customers.• You must be an Adobe Analytics Administrator to have access to Advertising Analytics. Subsequently, you can

grant access permissions to non-admins.• Any Analytics report suite where you want to view Google/Bing search data has to be mapped to your IMS

organization.• For any report suite where you want to view Google/Bing search data, you must enable those report suite/s for

Advertising Analytics (Admin > Edit Settings > Advertising Analytics Configuration).• You need login credentials for a user with edit permissions to the search account/s which you want to integrate

with Adobe Analytics, such as a Google Account ID and password.• In the case of Bing Ads, you also need the Bing Customer ID.• If you use Internet Explorer 11 (or earlier), you will not be able to successfully set up an advertising account for

any of the three search engines. Use other web browsers instead.

Advertising Analytics Permissions

Analytics has two permissions that are automatically granted to Analytics Admins. Admins can then choose to grantthese permissions to non-admins.

Grant permission if you are logged in toAdobe Experience Cloud

Grant permission within AdobeAnalytics

DefinitionPermission

Log in to adminconsole.adobe.com >Products > Product Profile > Permissions

Admin > User Management >Groups > Edit All Report Access >Lets users set

up/edit/viewAdvertisingAnalyticsManagement

tab > Analytics Tools > AdvertisingAnalytics Management

Customize Analytics Tools >Advertising Analytics Managementadvertising

searchaccounts.

Log in to adminconsole.adobe.com >Products > Product Profile > Permissions

Admin > User Management >Groups > Edit All Report Access >Lets users

configureAdvertisingAnalyticsConfiguration

tab > Report Suite Tools > AdvertisingAnalytics Configuration

Customize Report Suite Tools >Advertising Analytics Configurationreport suites to

be provisionedfor AdvertisingAnalytics.

Advertising Analytics Dimensions and Metrics

Advertising Analytics adds the following dimensions and metrics to Analysis Workspace, Reports & Analytics, ReportBuilder, and the Analytics Reporting API.

Dimensions

Important: This integration creates a new set of dimensions through classifications of the AMO ID variable.These new dimensions do not impact or modify your existing marketing channels or campaign tracking variabledimensions. The AMO ID is connected to a visitor's profile when a visitor land on the site from a paid searchad. As such, the AMO dimensions can be used to break down both the AMO metrics provided by this integrationas well as any data captured downstream by the visitor (visits, visitors, page views, bounce rate, orders,revenue, custom events, etc). They can also be broken down by other dimensions when reporting on otheronsite metrics.

4Advertising Analytics Overview

The classifications for these metrics are updated daily. As such, if you make changes to the meta data in asearch engine, you may not see those changes reflect until the following day when the classifications areupdated.

DefinitionClassification (Dimension) Name

The keyword match type. Values typically will be either broad, phrase, exact,or no value if the Ad type does not have a match type.

Keyword MatchType (AMO ID)

The search engine name. Values can include Google AdWords or Bing Ads.Ad Platform (AMO ID)

The name of the search engine account that is being tracked.Account (AMO ID)

The name of the campaign in your search engine account.Campaign (AMO ID)

The name of the ad group in your search engine campaigns.Ad Group (AMO ID)

The Ad Title + Ad Description that is used on your ad.Ad (AMO ID)

The Keyword value from you search engine accountKeyword (AMO ID)

The Keyword Match Type assigned to your keyword. Values typically will beeither broad, phrase, exact, or no value if the Ad type does not have a matchtype.

Match Type (AMO ID)

The type of ad being served, which is typically “Text Ad”.Ad Type (AMO ID)

The Title object used in your Ad.Ad Title (AMO ID)

The Ad Description object used in your Ad.Ad Description (AMO ID)

The Ad Display URL object used in your Ad.Ad Display URL (AMO ID)

The landing page URL or Final URL assigned to your Ad.Ad Destination URL (AMO ID)

The network the Ad is being served on. For Advertising Analytics, this value isalways “Search”.

Network (AMO ID)

The managed placement website (for content networks). Only managedplacements use this dimension.

Placement (AMO ID)

The name of product target used on PLA ads (not the actual product purchased).Product Target (AMO ID)

This is not used by Advertising Analytics. It is used only by Advertising Cloudcustomers.

Optimization (AMO ID)

5Advertising Analytics Overview

DefinitionClassification (Dimension) Name

Not used today. Placeholder for potential future product enhancement toindicated target device type (e.g. mobile, desktop) of ad (not the actual deviceof visitor).

Device (AMO ID)

Metrics

Important: The metrics provided by Advertising Analytics (listed below) are summary-level data from thesearch engines. They are not connected to the Analytics visitor profiles. They are only connected to the AMOID variable and its associated classification dimensions. As such, they should not be reported on by anydimensions/segments other than those based on the AMO ID dimensions. Doing so will result in Analyticsdisplaying zeros for the data.You can include them in calculated metrics with other metrics, but these calculatedmetric should also be broken down only by the AMO ID dimensions.

These metrics are data sourced on a daily basis so they will not have data for the current day.They also shouldnot be reported on a granularity lower than daily.

There is an AMO ID Instances metric that is set when the AMO ID is set on a landing page (i.e. a Clickthrough).This metric is captured in real time with the landing page hit and is available for breakdowns with otherdimensions also set on the landing page.

DefinitionMetric Name

The number of ad impressions as reported by the search engine.AMO Impressions

The number of clicks on ads as reported by the search engine.AMO Clicks

The cost paid for each keyword/ad as reported by the search engine.AMO Cost

A calculated metric that reflects the average position of the ads as reported bythe search engine.

Avg. Pos

A calculated metric that reflects the average quality score as reported by thesearch engine.

Avg. Quality Score

6Advertising Analytics Overview

Advertising Analytics Configuration Workflow

NotesTask DescriptionStep #

See Map report suites to an organization.Map any Analytics report suite whereyou want to view Google/Bing searchdata to your Experience Cloudorganization.

Enables Advertising Analytics reporting forExperience-Cloud-enabled report suites.

Enable Advertising Analytics reportingper report suite

Setup in Analytics Admin Tools.Set up an Advertising Analytics account

Report on the Advertising data inAnalytics

Note: The search data is pulled from the searchengines around 6AM (06:00) in the time zone of yourAdobe Analytics data center. This is when the AMOdata is collected and inserted into the report suite. Itis then converted into the report suite time zone aspart of inserting the data into Analytics.

Reporting is available in

• Analysis Workspace "Paid Search Performance" template• Reports & Analytics• Report Builder• Analytics Reporting API

You can check the account status, and edit/pause accounts.Manage Advertising accounts

Enable Report Suite for Advertising Analytics

In order to see any Advertising Analytics search data in Analytics, you need to configure each IMS-mapped reportsuite for Advertising Analytics reporting.

1. Map your report suite to an organization.2. Navigate to Admin > Report Suites.3. Select the report suite that is mapped to your IMS organization.

7Advertising Analytics Configuration Workflow

4. Click Edit Settings > Advertising Analytics Configuration.

Important: AMO ID refers to the Adobe Media Optimizer variable into which the search data is going tobe inserted.

5. Set the variable allocation and expiration you want the AMO ID variable to use. Conversion variables (eVars)allow Adobe Analytics to attribute success events to specific variable values. Sometimes, variables encountermore than one value before hitting a success event. For these cases, allocation determines which variable valuegets credit for the event.

DefinitionSetting

The first value seen gets full allocation credit, no matter what subsequentvalues for that variable are.

Original Value (First)

The last value seen gets full allocation credit for the success event, no matterwhat variables were fired before it.

Most Recent (Last)

Lets you specify a time period, or event, after which the eVar value expires(i.e., no longer receives credit for success events).

Expire After

If a success event occurs after eVar expiration, the None value receives creditfor the event (no eVar was active).

6. Click Enable Advertising Analytics Reporting (first time), or Update Advertising Analytics Reporting(subsequent times).Your report suite is now ready to receive Advertising Analytics Search data.You are noready to create Advertising Accounts.

Set Up an Advertising Account

Adobe Analytics Administrators can create new advertising accounts and map multiple accounts to multiple reportsuites (1:1, 1:Many, Many:Many).

Administrators can also grant access to non-admins for setting up advertising accounts.

8Advertising Analytics Configuration Workflow

1. In Adobe Analytics, navigate to Admin > Advertising Accounts.2. (First-time use only) Accept the terms of the End User License Agreement.3. Click + Add.4. The New Search Engine Account dialog displays:

5. Fill in the Search Engine Settings following these guidelines:

DescriptionSetting

You have 2 options: Google AdWords and Microsoft Bing.Type

Note: Yahoo Gemini was absorbed by Microsoft Bing on March 31, 2019. As aresult, the Yahoo Gemini advertising account option is no longer available.

You can choose to set this account name to any name that suits you. This is the friendlyname of the account that will appear in the UI.

Account name

OAuth TokenNote: OAuth is an open standard for access delegation, commonly used as a wayto grant web sites or applications access to their information on other web sitesbut without giving them the passwords.

Note: You will notice that you will get routed to a third-party URL (efrontier.com).Adobe uses efrontier to power the OAuth authentication process for all three searchengines.

9Advertising Analytics Configuration Workflow

DescriptionSetting

Note: If you use Internet Explorer 11 (or earlier), you will not be able to successfullyretrieve the Oauth token for any of the three search engines. Use other webbrowsers instead.

Clicking Retrieve Token launches the OAuth2 authentication process. This means thatyou will be asked to sign in to your Google/Bing search account using your credentials.Depending on which search engine you chose, the process is slightly different:

• Google Adwords: Provide Google Account ID.• Microsoft Bing: Provide Bing Account ID and Bing Customer ID.

Refer to Locate your Account ID for information on these IDs.

Once you have successfully logged in, the OAuth Token field will display Retrieved.

6. In the Tracking section, you provide information on how the Search Engine data is tracked by your AdobeAnalytics implementation. This is a required step to properly augment the Adobe Analytics data with the SearchEngine data.

Fill in the Tracking Settings following these guidelines:

DescriptionSetting

Type • Auto: Lets the Advertising Cloud Engine decide how the tracking parameters areappended to the Search Engine’s tracking templates/destination URLs. This is thesimplest approach, but may not result in the best integrated dataset.

Important: In order to configure a search engine account in ‘Auto Mode’,you are responsible for taking the following actions:

• The "s_kwcid" parameter and value will be added to the account trackingtemplates or landing page URLs in the account being added. This will beinserted at the end of the URL. As a result, additional action may be requiredon your part if your web server requires a certain key=value pair at the endof the URL OR an update to support any new key=value pair in the URL.

• In addition, keywords can be inserted into the landing URL as part of the"s_kwcid" value, so if they contain special characters or symbols, pleaseconfirm that your web server can support those characters (an example ofa common special characters is "+" which is used in "Broad Match Modified"keywords).

• Manual: Lets you manage how the tracking parameters are added to the SearchEngine’s tracking templates/destination URLs. Refer to these manual trackingexamples for each search engine.

7. In the Mapping section, you choose which report suite(s) to link to this search engine account.You need toprovide at least one report suite before you can save the Advertising Account.You can map multiple accountsto multiple report suites (1:1, 1:Many, Many:Many). Note that the data that AMO pulls from the search engine issimply copied to any mapped report suite, so there is no splitting of data.

Important: Only report suites that have been mapped to an Experience Cloud organization will be availablefor selection. If you do not see your report suite listed, refer to Troubleshooting Advertising Analytics.

10Advertising Analytics Configuration Workflow

For the Mapping Settings following these guidelines:

DescriptionSetting

The report suite mapping determines the report suite that gets linked to this searchengine account. In other words, it determines into which report suite/s the searchengine data gets sent.

Report Suite Mapping

If you do not see your report suite listed, you can map your report suite to anExperience Cloud organization using this tool.

8. Click Save.9. After you save, a disclaimer displays a list of caveats.You are asked to confirm that you have read and you

understand this agreement. Click the checkbox, then click OK.

You are now taken to the Advertising Accounts Management UI, where your newly created account should belisted.

Note: You should expect to wait at least 24 hours before Search engine data starts populating into yourAnalytics reports.

Locate your Account ID

Here are instructions on helping you to locate your Account IDs for Google AdWords and Bing.

Google AdWords

Important: Google AdWords uses two types of accounts: a) MCC (My Client Center) Account and b) StandardAccount. For this integration with Adobe Analytics, you must use a Standard Account login, not an MCCAccount login. The reason is that MCC accounts act as an "umbrella" account that can access multipleAdWords accounts with a single login, whereas the Standard account login can access only one AdWordsaccount per login.

Click the Account icon on the top right to view the AdWords account number (Customer ID).

Bing

The Account ID and Customer ID are both required. They are listed on the Accounts tab.

Note: The Account Number is not the same as the Account ID.

11Advertising Analytics Configuration Workflow

Tracking: Manual Mode and Auto Mode

Tracking determines how Search Engine data is tracked by your Adobe Analytics implementation. This is a requiredstep to properly augment the Adobe Analytics data with the Search Engine data.

Two tracking modes are supported: Auto Mode and Manual Mode.

Auto Mode Tracking

In Auto mode, you let the Advertising Cloud Engine decide how the Search Engine data should be handled. This isthe simpler approach, but it may not result in the best integrated dataset.

As a consequence, you need to check an acknowledgment checkbox when you select Auto mode, before you cansave the account setting.

Note: To configure a search engine account in ‘Auto Mode’, you are responsible for taking the followingactions:

• The "s_kwcid" parameter and value will be added to the account tracking templates or landing page URLsin the account being added. This will be inserted at the end of the URL. Additional action may be requiredon your part if your web server requires a certain key=value pair at the end of the URL OR an update tosupport any new key=value pair in the URL.It is your responsibility to ensure that the added URLparameters persist correctly to the final landing page.

• In addition, keywords can be inserted into the landing URL as part of the "s_kwcid" value. If they containspecial characters or symbols, please confirm that your web server can support these characters. Example:A common special characters is "+" which is used in "Broad Match Modified" keywords.

Manual Mode Tracking

In Manual mode, you need to specify how the Search Engine data should be treated by the Advertising Analyticsdata integration process.

12Advertising Analytics Configuration Workflow

• Add Manual Tracking to Google Account• Add Manual Tracking to Bing Account

Add Manual Tracking to Google Account

The string that needs to be added to your Google account is shown below.You need to add the string to all yourtracking templates used throughout your account.

Important: The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with yourspecific account ID string.You can get your specific account ID string from the account set up screen underthe "Tracking" section.

Tracking String for Campaigns:

s_kwcid=AL!<Advertising Analytics ID>!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}

Examples of tracking codes in various tracking template formats:

Tracking StringNotes

{lpurl}?s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword}{lpurl} example

{lpurl}?campaign=PPC&s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!network}!{product_partition_id}!{keyword}{lpurl} with additionalURL parameterexample

http://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=AL!9999!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}3rd-party (DoubleClick){unescapedlpurl}example

http://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3DAL!9999!3!{creative}!{matchtype}!{placement}!{network}!{product_partition_id}!{keyword}3rd-party (DoubleClick){lpurl} example

If the URL goesthrough a redirect andis not using an

13Advertising Analytics Configuration Workflow

Tracking StringNotes

“unescapedlpurl”value, you need toencode the stringenough times so that itpersists through theredirect to the finallanding page URL.

Add Manual Tracking to Bing Account

The string that needs to be added to your Bing account is shown below.You need to add the string to all your trackingtemplates used throughout your account.

Important: The <Advertising Analytics ID> value (in bold below) is generic and must be replaced with yourspecific account ID string.You can get your specific account ID string from the account set up screen underthe "Tracking" section.

Tracking String for Campaigns:

s_kwcid=AL!<Advertising Analytics ID>!10!{AdId}!{OrderItemId}

Examples of tracking codes in various tracking template formats:

Tracking StringNotes

{lpurl}?s_kwcid=AL!9999!10!{AdId}!{OrderItemId}{lpurl} example

{lpurl}?campaign=PPC&s_kwcid=AL!9999!10!{AdId}!{OrderItemId}{lpurl} withadditional URLparameter example

http://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={unescapedlpurl}?s_kwcid=AL!9999!10!{AdId}!{OrderItemId}3rd-party(DoubleClick){unescapedlpurl}example

http://clickserve.dartsearch.net/link/click?{_dssagcrid}&{_dssftfiid}&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_e_network={network}&{ifpla:ds_e_product_group_id={product_partition_id}&ds_e_product_id={product_id}&ds_e_product_merchant_id={merchant_id}&ds_e_product_country={product_country}&ds_e_product_language={product_language}&ds_e_product_channel={product_channel}&ds_e_product_store_id={product_store_id}}&ds_url_v=2&ds_dest_url={lpurl}?s_kwcid%3DAL!9999!10!{AdId}!{OrderItemId}3rd-party(DoubleClick){lpurl} example

14Advertising Analytics Configuration Workflow

Tracking StringNotes

If the URL goesthrough a redirectand is not using an“unescapedlpurl”value, you need toencode the stringenough times sothat it persiststhrough the redirectto the final landingpage URL.

Report on Advertising Data in Analytics

Details on the Analysis Workspace template, and reporting in Reports & Analytics and Report Builder.

• Analysis Workspace: Search Engines template• Reports & Analytics• Report Builder

Note: You should expect to wait at least 24 hours before Search engine data starts populating into yourAnalytics reports. Note also that Analytics reporting will not return data for hourly granularity, because theAMO data does not support hourly granularity.

Analysis Workspace: Search Engines template

This template lets anyone who implements this Search Engine integration get access to copious Search engine datawithin Analytics.You can access it via Workspace > Templates > Advertising > Search Engines.

Note: The Advertising category is visible to all customers, even if you have not implemented any AdvertisingAccounts. However, if you try to open the Search Engines template for a company that has not be provisioned,an error message will explain that you have not configured any Search Engine Accounts yet. In this case, clickConfigure Now, which will take you to the Advertising Account Setup screen.

15Advertising Analytics Configuration Workflow

16Advertising Analytics Configuration Workflow

17Advertising Analytics Configuration Workflow

DescriptionTable/Visualization

Daily trended overview for AMO Impressions, AMO Clicks, and AMO Cost.Advertising Trends

Donut chart for cost of top 2 platforms (Google, Microsoft Bing).Ad Platforms

Freeform table of the top platforms broken down by AMO Impressions, AMO Clicks, AMOCosts, AMO Avg. Position, AMO Avg. Quality Score.

Ad Platform Totals

Stacked area of cost.Accounts

Freeform table of the top accounts broken down by the associated metrics.Account Totals

Bar chart of campaign cost.Campaigns

18Advertising Analytics Configuration Workflow

DescriptionTable/Visualization

Freeform table of the top campaigns broken down by the associated metrics.Campaign Totals

Tree map of cost.Groups

Freeform table of the top advertising groups broken down by the associated metrics.Group Totals

Horizontal bar chart of impressions, clicks, and cost.Ads

Freeform table of the top ads broken down by the associated metrics.Ad Totals

Scatter chart of impressions, clicks, and cost for all keyword/match type combinations.Keywords

Freeform table of the top keyword/match type combinations broken down by the associatedmetrics.

Keyword Totals

Reports & Analytics

As soon as you have set up an Advertising Analytics account, the Advertising Analytics report will be made available.

Report Builder

As soon as you have set up an Advertising Analytics account, the Advertising Analytics report will be made available.

19Advertising Analytics Configuration Workflow

Manage Advertising Accounts

You can access the Management UI by navigating to Admin > Advertising Accounts.

DefinitionElement

Actions display only if you have selected at least one advertising account.Actions

Takes you to the Set Up Advertising Account UI.+ Add

Renames this account in all the report suites that it is mapped to.Rename

Lets you edit the report suite mappings.Map Report Suites

Deactivates the account. To activate it again, click Activate.Pause

Column Headers

The name you have assigned to this advertising account.Name

The report suite/s mapped to this advertising account.Report Suites

We currently support only one type: Search.Type

Lists one of the 3 supported account types: Google Adwords or Bing Ads.Account

There are 2 status indicators:Status

20Advertising Analytics Configuration Workflow

DefinitionElement

• Active: The account is actively pulling search data.• Paused: The account is currently deactivated and not pulling search data.

(Left margin) You can filter advertising accounts by Report Suite, Type, and Status.Filters

Troubleshoot Advertising Analytics

• I don't see my Report Suite in the Mapping section• I get an error when authenticating to Google AdWords Account

I don't see my Report Suite in the Mapping section

You are trying to set up a new Advertising Account and you do not see your report suite listed in the Select ReportSuite drop-down list. There are two possible reasons for this:

SolutionReason

Refer to Map report suites to an organization for instructions.1.The Report suite is not mapped to the IMS OrgID of the login user.

Refer to Enable Report Suite for Advertising Analytics forinstructions.

2. The Report Suite is not provisioned forAdvertising Analytics reporting.

I get an error when authenticating to Google AdWords Account

SolutionReason

Please use a different e-mail that is linked to the same AdWordsaccount for authenticating.

Authenticating to Google AdWords with an e-mailaccount that is also linked to an AdWordsManager Account will not work.

21Advertising Analytics Configuration Workflow

Frequently Asked Questions• Access/Entitlements• Using Advertising Analytics• Auto vs. Manual Tracking

Access/Entitlements

AnswerQuestion

A: No, this functionality is available for non-AdvertisingCloud and non-AMO customers.

Q: Do I need to be an Adobe Advertising Cloudor Adobe Media Optimizer (AMO) customer toaccess this functionality?

1

AMO customers can leverage the existing Analytics-AMOintegration; they will not be able to use Ad Analytics.

A: Advertising Analytics is available for Adobe AnalyticsSelect, Prime, and Ultimate SKUs.

Q: Which Adobe Analytics SKUs entitle you tothe use of Advertising Analytics?

2

A: No, outside of proper SKU provisioning AdvertisingAnalytics does not incur extra cost.

Q: Do we have to pay extra to use AdvertisingAnalytics?

3

A: No, Advertising Analytics uses a special data sourcetype which does not incur server call costs.

Q: Will Advertising Analytics count against myserver call usage?

4

A: Any compatible search engine account will pass intoAdvertising Analytics and will be displayed as read-only.

Q: If I already use Advertising Cloud/AMO, canI still use the Advertising Analytics functionality?

5

All edits or updates should be handled in AdvertisingCloud/AMO.

A: Advertising Analytics is available only for AdobeAnalytics administrators; however, admins may grant

Q: I own the correct SKU, but I cannot accessAdvertising Analytics, why is that?

6

access to non-admins. Please contact your administratorfor access rights.

Using Advertising Analytics

AnswerQuestion

A: Search engine accounts include Google AdWords andMicrosoft Bing.

Q: Which search engine accounts are includedin Advertising Analytics?

1

Note: Yahoo Gemini was absorbed by MicrosoftBing on March 31. As a result, the Yahoo Geminiadvertising account option is no longer available.

22Frequently Asked Questions

AnswerQuestion

A: After logging in to Adobe Analytics, navigate to theAdmin menu. Then select the new menu option

Q:Where do I go to access Advertising Analytics?2

Advertising Analytics to add your search engineaccounts.

A: Advertising Analytics utilizes a series of custom APIsto pass data from search engines via the AdobeAdvertising Cloud into Analytics.

Q: How is the data collected and passed intoAnalytics?

3

A:You will get 1) Impressions, 2) Clicks, 3) Costs, 4)Quality Score, and 5) Average Position directly from the

Q:What search data do I get with this integration?4

search engines as well as a 6) AMO ID Instances (ClickInstances).

A: No, the raw search data will come in as anindependent data set. However, there is an Instances

Q: Can I break my Advertising Analytics datadown by other Analytics data(metrics/dimensions)?

5

version of the click data that can be broken down by otherAnalytics data.

A: Each of these status indicators identifies the lifecyclestage of each search engine account.

Q: What is the definition of the various statusindicators for my accounts (Pending, Active,Paused, etc.)?

6

• Pending means that the account has been set up, butdata is not yet getting pulled.

• Paused means the account was formerly set up buthas been put in an inactive state.

• Active means the account has been fully set up and ispulling search data.

A: Before you can assign a report suite to an AdvertisingAnalytics account, the desired report suite needs to beprovisioned for Advertising Analytics reporting.

Q: I am trying to map my Advertising Analyticsaccounts to a specific report suite, but it is notavailable in the Report Suite modal. Why?

7

This is done through a separate Admin page that isaccessible from: Admin > Report Suites > [selectIMS-enabled report suite] > Edit Settings >Advertising Analytics Configuration.

A:Virtual Report Suites do not collect data, so you cannotdirectly map an Advertising Analytics account to a VRS.

Q: Is it possible to assign a Virtual Report Suite(VRS) to an Advertising Analytics account?

8

However, you can map the Advertising Analytics accountto the parent Report Suite of the VRS that you want tosee data in.

The Search Engine metrics (click/cost/impressions) maynot show up in the VRS unless you include an “or”

23Frequently Asked Questions

AnswerQuestion

condition in your segment logic based on the AMO ID(or its classification). Example: Adding “all hits whereAMO ID exists” would include the search engine metricsin the segment.

A: No, the they are not included in the MarketingChannels report.

Q: Are Advertising Analytics metrics reportable inthe Marketing Channels report?

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A: The search data is pulled from the search enginesaround 6AM (06:00) in the time zone of your Analytics

Q: When does the search data get pulled intoAnalytics?

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data center. This is when the AMO data is collected andinserted into the report suite. It is then converted into thereport suite time zone as part of inserting the data intoAnalytics.

A: The AMO ID will capture the Search engine metrics:Impressions, Cost, Clicks, Average Position, and Average

Q: What can be captured before the click? Dowe bring impressions, cost, average position, etc.even without the click?

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Quality Score. If there are no clicks, but there areimpressions, then the impression/position/quality scoredata will still be sent to Analytics. Typically, if there areno clicks, then there is also no cost.

A:The Search engine metrics are captured at the hit leveland connected to the AMO ID (and its classifications). It

Q: What level is this data being captured at?Visitor? Hit?

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is summary level data and not connected to visits/visitors.As such, the search engine metrics can only be used insegments that are hit-level scope and are based on theAMO ID (or its classifications).

The AMO ID is also captured on the landing page in thehit for that page (which connects it to the visit/visitor) andwill persist downstream to get credit for other Analyticsmetrics (until it expires or is overwritten by a new AMOID). It is fully incorporated into the data set like any othereVar.

A: The Ad Platform classification captures the values:“Google Adwords” and “Bing Ads” (formerly “MSNadCenter”).

Q: Do we only capture google.com or countryversions (like google.co.uk, google.it, google.fr,or google.de) as well?

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A common best practice is to include the country codeas part of the naming of campaigns.You can then filterdown or segment (e.g. if all campaigns start withcountrycode_, then creating a segment where Campaigns(AMO ID) starts with “UK_” would provide you with onlydata for the UK).

24Frequently Asked Questions

AnswerQuestion

A: "AMO cost" is only the cost paid to the search engines.It does not include any agency or searchoptimization/management platform fees.

Q:The metric "AMO Cost" is the cost paid for eachkeyword/ad as reported by the search engine. Isthis Net cost or Gross cost?

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A: No, currently we do not have plans for these otherchannels on the roadmap.

Q: Are there plans to include other advertisingchannels such as Display or Social?

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Auto vs. Manual Tracking

AnswerQuestion

A:Q: When setting up my Advertising account, itstates that Auto Tracking can lead to unintended

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• Auto mode will attempt to append URL parameters tothe end of the tracking templates/destination URLs inconsequences. What kinds of consequences may

occur? the correct format. However, it is your responsibilityto ensure that the added URL parameters persistcorrectly to the final landing page.

• Auto mode can insert key words into the landing URL,and your web server may not support keywords withspecial characters.

A:Yes you can switch, but you will need to remove theold tracking logic before making the switch. This may

Q: If I set up Manual or Automatic Tracking initially,can I switch to the other tracking mode later on?What are the implications?

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result in some downtime of tracking on the day the switchis made (especially if moving from manual to automatic).As such, it is recommended to not switch unlessabsolutely necessary.

• Switching from Manual to Automatic: Remove themanual additions to the tracking templates and thenswitch the toggle in the Advertising Analytics UI frommanual to Automatic and save the setting. Note that itmay take up to x hours for the system to populate theautomatic tracking codes.

• Switching from Automatic to Manual: Update thetoggle from manual to automatic in the AdvertisingAnalytics setup UI and then deploy the manual trackingcodes as quickly as possible. While deploying themanual tracking codes, if you see the automatic trackingcodes in the Search Engine tracking templates, removethem.

25Frequently Asked Questions

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Help & Technical Support

The Adobe Experience Cloud Customer Care team is here to assist you and provides a number of mechanisms bywhich they can be engaged:

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26Contact and Legal Information