The Advertising Cloud dashboard reports on the performance of your company’s advertising investments. The visualizations, tables, and filters provide insight to metrics important in measuring account-based advertising campaigns. This includes traditional metrics like impressions and click-through rate (CTR), but also cost per account visited and cost per account engaged.
Open the Advertising solution by selecting the bull’s-eye icon in the left navigation bar of Demandbase.
Notice that the Advertising Cloud dashboard opens with Campaigns mode highlighted in the upper left corner of the window. In this mode, you can access many basic ad campaign reporting metrics along with data that helps you analyze campaign results with an Account-Based Marketing (ABM) perspective.
Important: For self-serve Advertising customers, the +New campaign button in the upper left corner of the screen is enabled so that users can set up campaigns on their own in the Campaign Builder wizard. (See Get Started with Self-Serve Advertising if you're looking for the steps to build a campaign.) If the +New campaign button isn’t enabled on your dashboard and you want access to Campaign Builder, contact your Demandbase Customer Success Manager.
The top of the Advertising dashboard helps you define the reported advertising metrics for all your ad campaigns on a high level. You can filter by the following metrics:
- Date range of the campaigns that you want to analyze
- All statuses
- Watched by me (typically the campaigns that matter most to you and feed you frequent updates)
- Active campaigns (campaigns in progress)
- Pending campaigns (campaigns that were published but haven’t reached their start dates yet)
- Paused campaigns (campaigns that were stopped temporarily so that the campaign team can review results, actualize, or edit the campaign before relaunching)
- Draft campaigns (to help you find the campaigns that still need to be published)
- Ended campaigns (campaigns that have used up allocated budgets or have reached the defined end dates)
- Archived campaigns (campaigns that users deemed are no longer relevant)
- Lifetime audience includes every account that was served at least one impression during the specified time period.
- Current audience returns only the current accounts within the selected campaign(s), regardless of what date range is selected on top of the dashboard.
The Advertising dashboard offers a customizable filter that you can use in your journey to focus on activity with certain areas of your websites and ad campaigns. Click More in the top right to open the More Filters window, where you can indicate what web pages to include or exclude from ad campaign reporting. See Include or Exclude Web Pages in Campaign Reporting to learn more about how to use the advanced filter.
Metrics at a Glance
Summary tab: With your baseline filters adjusted for the parameters of your ad campaign review, the dashboard Summary helps you understand cost, see number of ad impressions served, view the lift percentage, and discover the number of targeted accounts that engaged with your website for the first time recently. The data helps you to identify trends that are important for the success of your Account-Based Marketing campaign.
You might want to pay particular attention to these metrics on the Summary tab:
- Lifted refers to the percentage of targeted accounts that have more page views of your website in comparison to the 30 days prior to the campaign launch.
- New Accounts On Site: This reveals the number of targeted accounts that viewed your website for the first time compared to the 30-day period prior to your campaign launch.
- In the Cumulative Performance section, Demandbase shows the progress of the selected campaigns in the ABM funnel through bar graphs, along with the corresponding percentages and numbers of accounts that have progressed through the different dimensions of engagement and campaign reach.
Publishers tab: Here you can see where your ad impressions were served during the campaigns. The metrics on this tab include number of impressions, number of clicks, and click-through rate (CTR). With this information, you can see in what online content context your accounts are more likely to act on your ad impressions.
Creatives tab: On this tab, you can view metrics about account engagement with specific display creatives. The information outlines number of impressions, clicks, CTR and chronology of the creatives in context of the ad campaign and displayed impressions. Depending on the file type of the creative, you can hover over the icon by the Creative name to retrieve more information and to view a tear sheet of the creative. Here is an example after a Creative name is clicked:
Tips: On the Publishers and Creatives tabs you can do the following:
--Click the magnifying glass icon to search for specific entries.
--Click to download the publisher or creative data reporting as a CSV file.
Focus on Specific Campaigns and Accounts
In the lower part of the Advertising dashboard, you can hone in on specific campaigns and accounts.
The Campaigns tab offers a wide view of metrics for individual campaigns, including details about ad spend, account reach, and impressions for each campaign.
Here are some important functions that the table and buttons of the Campaigns tab enable:
- Dynamic control over high-level metrics: When you select the checkboxes of particular campaigns, data on the Summary, Publishers, Creatives, and Accounts tabs refresh to reflect the parameters of the selected campaigns.
- Customized metrics in view: You can customize the columns that are displayed in the table by clicking the Edit Columns button at the bottom. In the Edit Column Fields to Display window that opens up, use the drop-down list to select a metric to display and the minus sign to remove a metric from display.
- Click the magnifying glass icon to search for specific entries by campaign name.
- Click to download the publisher or creative reporting data as a CSV file.
Single Campaign View
When you click on a campaign name in the Campaigns tab table, the Advertising dashboard opens as a new page where the quick cards, graphs, and table only report data on the one campaign that you clicked. In addition, a snapshot of the campaign’s main settings, budget, and ad spend appears at top of the page.
Tip: When viewing a single campaign, the URL of the page can be shared and linked to as a convenient way to communicate or record the details of the campaign.
Here is how the high-level metrics are rolled up at top of the Advertising dashboard when you are in a single campaign view:
The Accounts tab displays ad campaign metrics by the IP domains that your accounts belong to. Frequently there is a 1:1 correspondence between an account group and its single account as reported in Demandbase solutions outside the Advertising Cloud.
The Accounts tab calculates key metrics around the accounts listed in the table and delivers these insights to campaign-related activity as the following quick cards:
- Accounts reached: Number of targeted accounts that received at least one ad impression from the campaign
- Lifted Accounts: Number of targeted accounts that had more page views since the start of the campaign as compared to the 30-day period prior
- New Accounts On Site: Number of new targeted accounts that visited your website as compared to the 30-day period prior
- Accounts clicked: Number of accounts that clicked on an ad of the selected campaigns
On the table of the Accounts tab, you can view ad campaign metrics on a more granular scale: by each individual account in your targeted account list. You have options to control the display of the data and manipulate the data offline:
- Edit Columns: You can customize the columns that are displayed in the table by clicking the Edit Columns button at the bottom. In the Edit Column Fields to Display window that opens up, use the drop-down list to select a metric to display and the minus sign to remove a metric from display.
- Click to download the account data into a CSV file to work with outside of Demandbase.