Prerequisites and Key Information for Implementing Analytics for Advertising
Advertisers with Advertising DSP and Advertising Search, Social, & Commerce
Review the following information before you integrate ÃÛ¶¹ÊÓƵ Advertising with ÃÛ¶¹ÊÓƵ Analytics.
Requirements for Reporting ÃÛ¶¹ÊÓƵ Advertising Data in Analytics
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Either of the following:
- ÃÛ¶¹ÊÓƵ Experience Platform Web SDK:
alloy.js - Experience Cloud Identity Service:
visitorAPI.jsversion 2.0 or higher
- ÃÛ¶¹ÊÓƵ Experience Platform Web SDK:
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Any version of ÃÛ¶¹ÊÓƵ Analytics (including Prime, Premium, or Ultimate)
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ÃÛ¶¹ÊÓƵ Analytics:
appMeasurement.jsversion 2.1 or higher -
(Advertising DSP customers) An Advertising DSP JavaScript snippet deployed in your webpages to track view-through visits.
Requirements for Sharing Analytics Segments with ÃÛ¶¹ÊÓƵ Advertising
- Experience Cloud Identity Service:
visitorAPI.jsversion 2.1 or higher - ÃÛ¶¹ÊÓƵ Analytics:
appMeasurement.jsversion 1.8 or higher
Requirements for Reporting Analytics Data in ÃÛ¶¹ÊÓƵ Advertising
Provide the ÃÛ¶¹ÊÓƵ Advertising implementation team with the following:
- The Analytics report suite ID to use for reporting on paid media activity and for feeding site activity for optimization and reporting in ÃÛ¶¹ÊÓƵ Advertising
- The company’s Experience Cloud Organization ID (Org ID).
You can find both of these IDs on the Summary tab of the ÃÛ¶¹ÊÓƵ Experience Cloud Debugger.
Analytics Data in ÃÛ¶¹ÊÓƵ Advertising lookback-a4adc
Because Analytics data is sent to ÃÛ¶¹ÊÓƵ Advertising for reporting and optimization, the data is subject to the attribution rules, including the impression and click lookback windows, that are configured for the advertiser in ÃÛ¶¹ÊÓƵ Advertising.
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ÃÛ¶¹ÊÓƵ Advertising attribution click lookback window: The number of days after the first click occurs in which the click can be attributed to a conversion. By default, this value is 60 days; the maximum is 90 days
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ÃÛ¶¹ÊÓƵ Advertising attribution impression lookback window: The number of days after an ad impression occurs in which the impression can be attributed to a conversion. By default, this value is 14 days; the maximum is 30 days
note note NOTE The impression lookback window is specific to ÃÛ¶¹ÊÓƵ Advertising, not Analytics for Advertising, reporting.
The Analytics for Advertising JavaScript uses these settings to determine how far back to consider a view-through entry or click-through entry to the site as valid. For more information about how view-throughs and click-throughs are determined, see “ÃÛ¶¹ÊÓƵ Advertising IDs Used by Analytics.â€
ÃÛ¶¹ÊÓƵ Advertising Data in Analytics
Analytics sets ÃÛ¶¹ÊÓƵ Advertising IDs (AMO IDs) within the Analytics hit, subject to the advertiser’s eVar persistence setting, which applies to both click-throughs and view-throughs. The persistence setting is configured on the ÃÛ¶¹ÊÓƵ Advertising back end, and your ÃÛ¶¹ÊÓƵ Account Team can change it.
- Analytics for Advertising eVar expiration: 60 days by default for AMO IDs
Supported Ad Environments
- Search
- Display
- Video
- Online Video
- Connected TV
- Native
Contact your ÃÛ¶¹ÊÓƵ Account Team for the latest supported ad environments in each channel.
Things to Know Before You Implement
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The ÃÛ¶¹ÊÓƵ Advertising implementation team sets up the integration.
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No additional costs are billed for this integration, nor do server calls result in additional Analytics or ÃÛ¶¹ÊÓƵ Advertising fees.
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Analytics for Advertising is ad server-agnostic: a view-through or click-through may occur from any ad server, and the proper IDs are generated upon site entry.
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The integration passes only Analytics standard and custom events to ÃÛ¶¹ÊÓƵ Advertising for bid optimization of subsequent paid media and advertising efforts. It doesn’t pass Analytics segments, calculated metrics, and eVars to ÃÛ¶¹ÊÓƵ Advertising for bid optimization.
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ÃÛ¶¹ÊÓƵ Advertising creates persistent IDs within Analytics based on the last advertisement clicked or viewed before the user enters the site, based on the click and view-through lookback windows configured in ÃÛ¶¹ÊÓƵ Advertising. If a site visitor has both types of site entry interactions within their profile, and the click is within the lookback period, then the visitor’s click-through ID overrides the view-through ID for site reporting.
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Analytics for Advertising conversion tracking in ÃÛ¶¹ÊÓƵ Analytics uses a configurable tracking lookback window (60 days by default). ÃÛ¶¹ÊÓƵ Advertising reports reflect site conversions and engagement through the end of this tracking lookback window.
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All ad types are supported.
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Analytics conversions are currently tracked and attributed only to a visitor on the same device.
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Analytics for Advertising doesn’t support in-app view-through conversions.
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View-through tracking isn’t supported for advertisers using a server-side forwarding implementation of Analytics.
Supplemental ID
Once the Experience Cloud Identity Service is implemented for a site, hits that contain data from Analytics or ÃÛ¶¹ÊÓƵ Advertising contain a supplemental ID.
Example: sdid=2F3C18E511F618CC-45F83E994AEE93A0
For accurate data integration, all ÃÛ¶¹ÊÓƵ Advertising calls used by an Analytics for Advertising activity to deliver content or record the goal metric must have a corresponding Analytics hit that shares the same supplemental ID.
When you’re troubleshooting in Analytics, be sure to confirm that the supplemental ID is present for Analytics hits. In the ÃÛ¶¹ÊÓƵ Experience Cloud Debugger, you can see this ID in the ÃÛ¶¹ÊÓƵ Advertising tab as the sdid parameter.