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Audience Sharing in Google Analytics 360 Brings New Insights for Publishers

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Google Analytics made headlines earlier this year when the team behind it announced their enterprise grade solution—the Google Analytics 360 Suite.

Native integration with Google products, particularly DFP, enables publishers to serve ads more effectively and monetize better by providing enhanced display ad metrics.

Last month, GA360 and DFP integration hit another milestone with the release of the Audience Sharing feature. The team released a case study about AccuWeather to demo the product and generate buzz.

Steve Mummey, Director of Ad Strategy & Audience Development, AccuWeather, sums it up:

Now that two somewhat different worlds have merged ― ad sales with ops and product analytics ― it’s important that both sides understand the metrics in each platform.

That’s what this integration does—bring content and audience data from Google Analytics 360 and DFP metrics on a single table to allow for deeper, more accurate reporting and insights.

So What is GA360 Audience Sharing Anyway?

As you know, Google Analytics lets you build audience segments to get direct insights about their visitors and target specifically based on info like source, medium, device type, conversion goal completed, et al.

Google Analytics 360 does the same and takes it a step further, thanks to all the available first and third party integrations you can share your audience data with (particularly DFP and DoubleClick AdX).

Google Analytics 360 Audience Sharing

In a nutshell, the integrations brought two great improvements at that point:

Data accuracy and completeness: a user that left the website through a click on a DFP or AdX unit, in the past, was considered a simple abandonment, but with the integration they are “seen” as ads clicked. This also allows a multitude of new analyses using metrics that couldn’t be merged before.

Reporting: having all the data in one centralized place can save a lot of time. The GA360 interface can be used to create custom reports, dashboards and emails.

— Daniel Waisberg, Analytics Advocate at Google and founder of Online-Behavior.com

Use Cases for GA 360 Audience Sharing

> Decreasing impression waste

Daniel optimized ad serving to decrease impression waste of ads on which users had already converted and filled them up with backfilled AdX ads to increase display ad revenue instead.

How? He created a custom audience on Google Analytics for Goal completion: “Clicked on book purchase.” Then he edited the line item targeting criteria in DFP.

It is very common to use DFP to serve house ads, which are intended to promote an action inside your website (as opposed to promoting an advertiser); this could be, for example, a registration for a membership or a page where you are trying to sell something. For Online Behavior, I used house ads to promote my book, showing an ad unit below every post on the website.

However, if a user had already visited the book page and clicked on one of the links to purchase it, I was wasting those impressions, and it would be more profitable for me to show Backfilled AdX ads instead of the book promotion to that group of users. Easy peasy!

> Sell inventory more effectively

Accuweather blew all the stops to monetize their website better, with the new Google Analytics 360 and DFP integration, their team:

  • Tailored advertising packages based on “high-value unique audience segments” to be sold directly or through DoubleClick AdX.
  • Delivered enhanced campaign reports to advertiser. An Accuweather advertiser wanted to survey the audience that had seen its ads on that website. Accuweather, in turn, created a custom audience (“has viewed ad”), refined it with geolocation data, and pushed the survey to this audience with DFP.

The integration of DoubleClick for Publishers and Analytics 360 gives AccuWeather real-time visibility to the next level of campaign performance insights and is helping us make better advertising decisions. We’re now creating new behavior-based ad products that are being very well received by our advertisers.

— Steve Mummey, Director of Ad Strategy & Audience Development, AccuWeather

What’s Next?

The Suite tool (Audience Center 360) and feature itself (Audience Sharing beta) are still in the works.

Preliminary testing with enterprise-level companies (L’oreal, Nest, AccuWeather, BT, Intuit, Lenovo, et al) have revealed great results—good enough to help solidify GA360’s status as a comprehensive data management platform (DMP)

GA 360 promises to be the complete analytics stack integration marketers in all industry verticals have been asking for—all the data under one roof for every team in the company; to glean clear, accurate insights that help make cohesive, data-driven decisions.