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Get the most from display with GA Premium and DoubleClick

Blog | 23 Oct, 2014

Google offers an even more powerful version of its analytics tool for enterprise clients - Google Analytics Premium (GAP).

Standard Google Analytics provides a strong foundation and reporting system for any website or mobile app, but when traffic starts to go through the roof, Google Analytics Premium stands in the spotlight.

GAP is an evolved version of standard Google Analytics and comes packed with even more processing power, highly developed analysis, enhanced account management, and guaranteed dedicated support. It is an ideal platform for organizations that require high volumes of data to be regularly processed and reported, with the added advantage of unsampled reporting and customization, thus creating the ultimate tool for delivering tailored reports.

At Jellyfish, weŠ—'re also leveraging the benefits of GA's native DoubleClick integration to supercharge the performance of clientsŠ—È display and remarketing campaigns.

DoubleClick integration

By building your remarketing lists based on virtually any onsite action that can be measured in Google Analytics, you are able to create highly sophisticated remarketing lists in a way that is not possible via standard Google Analytics. To add to that, by using the DoubleClick network, you open up an almost limitless landscape of quality websites to advertise. This integration means you can optimize your RTB activity and relevant ad creative towards an action that a user has just performed on your website. For example, letŠ—'s say we are Christmas shopping:

  • We are looking for cool reindeer toys and notice an email from a toy company that we had purchased from last Christmas. It offers a tempting discount featuring Š—…cool reindeer toysŠ—. Perfect. We click on the link and it takes us to the product page. This is the first touchpoint in our journey.
  • We then add products to the basket but do not purchase, as we want to make sure we get the best deal around. When visiting another site for Christmas goodies, a display ad pops up featuring the cool reindeer toys. This is the DoubleClick ad identifying us since we added the products to the basket but haven't yet purchased. By clicking on the ad, it registers this as another touchpoint in our journey.
  • Being the skilled multitaskers that we are, weŠ—'ve also bought some funky new cookie jars. While browsing for other goodies, we notice an ad for gourmet biscuits and chocolates, Š—…perfect for storing in a cookie jarŠ—. Uncanny? Nope, just DoubleClick working its magic. By creating audience segments within GAP, they can be utilized to cross-sell products related to cookie jars for the specific audiences that have already purchased them.

This is how users can be targeted and driven to engagement and conversion through DoubleClick, using Google Analytics data.

DCM tracks these ads and associates these clicks, impressions, and ROI goals to the customer journey. This includes both post-impression and post-click activities, hence taking into account every touch point taken to convert.

With DoubleClick and Google Analytics Premium Integration, their click and impression data, along with pageviews and sessions, respectively, can be merged together to gain a complete view of how display and different channels work collectively to push conversions and engagement. Below is an example of how GAP presents this and includes each touch point in the user journey from start to finish. From this, further insight into which channels users are converting through can be gained and the appropriate remarketing can be applied.

jellyfish-agency-channel-grouping

Through GAP, vital remarketing lists of all your top users can be created and shared across DoubleClick platforms, including DBM. These lists are updated in real-time, which helps to determine and promptly launch another contact with your users. WhatŠ—'s more, over time you can even start to look at this impression data and feed it into your attribution models.

As a Google Analytics Premium reseller and with a dedicated display team, Jellyfish is perfectly placed to be able to provide expert consultancy on all of your analytics and display requirements.

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