Campaign Reporting on the Advertising Cloud Dashboard

  • Updated

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 information about accounts visiting the website and accounts showing repeated interest in your site.

This article has the following sections:
Open the Advertising Cloud
Baseline Filters
Advanced Filter
Summary Metrics
Define the Interacted Metric
Other At-a-Glance Metrics
Focus on Specific Campaigns, Domains, and Accounts

Tip: For a video walk-through of the main campaign reporting features described in this article, see Navigating the Advertising Cloud Campaigns Dashboard (Video).

Open the Advertising Cloud

Open the Advertising solution by selecting the bull’s-eye icon in the left navigation bar of Demandbase.

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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.

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Baseline Filters

The top of the Advertising dashboard helps you focus on the campaign results that interest you. You can filter by the following parameters:

  • Date range of the campaigns that you want to analyze
  • Campaign status
    • 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)
  • Current or Lifetime Audience
    • Lifetime audience includes reporting on every account that was served at least one impression during the selected campaign(s) or is currently on the account list.
    • Current audience returns data for accounts on your list that are currently targeted by the selected campaign(s). 

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Advanced Filter

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 inclusion/exclusion filter.

The engagement filters that you save on the More Filters window appear as entries in the Saved filters drop-down menu.

Summary Metrics

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. 

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On the Summary tab and in part of the Domains tab below, you can view some metrics reported as total numbers of either accounts or domains. Use the View by: drop-down menu as illustrated in the following screenshot to toggle between accounts and domains. See Domains Tab for an overview of how data by accounts differs from data by domains.

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 The cards on top of the Summary tab summarize information about key activity around your campaigns: 

  • Spend is the total dollar amount of ad spend accumulated by your campaigns during the lifetime of the campaigns or during the period specified by the date range above. The Spend amount remains the same for both Accounts and Domains views.
  • Impressions is the total number of ad impressions delivered by the selected campaigns, either during campaign lifetime or during the date range chosen above. The Impressions total remains the same for both Accounts and Domains views.
  • Lifted quantifies the difference in engagement before and after an ad campaign to show what effects, if any, the campaign has among your targeted accounts. Specifically, Lifted is the percentage change between the average number of pageviews per day among targeted accounts during the period defined by the Campaigns dashboard date picker and the average for those accounts in the 30 days prior to the campaign launch. 
    • For example, if the targeted accounts had 30 views of a page on your website in the 30 days prior to campaign launch, the average number of pageviews is 1 per day. Let's say that you select to review activity for 1 week after you launch a campaign, and during that period there were 3 pageviews each day (an average of 3 per day). The corresponding Lifted card displays 200% because the average increased from 1 to 3.  
    • When Domains is selected in the View by: drop-down menu, the percentage is calculated based on the numbers of domains with targeted accounts that received pageviews. 
  • New Accounts On Site toggles to a New Domains On Site card and vice versa, depending on the selection in the drop-down menu. When Accounts is selected, the number shows how many targeted accounts in matched domains that visited your website for the first time compared to the 30-day baseline prior to the launch of campaigns. When Domains is selected, the number shows how many domains with accounts that are targeted by your campaigns came to visit your website compared to the 30-day baseline prior to the launch of campaigns.

In the Cumulative Performance section of the dashboard, you can view a snapshot of account reach and engagement during campaigns’ lifetime or by time range. You can toggle the dashboard view to display the following metrics by numbers of domains instead of accounts by using the View by: drop-down menu.

  • Targeted: Total number of accounts that the selected campaigns target.
  • Reached: Number of accounts that received at least one ad impression from the selected campaigns.
  • Visited: Number of accounts that visited your website during the time period specified in the date picker.
  • Clicked: Number of accounts that clicked an ad delivered by the selected campaigns.
  • Interacted: Number of accounts that met a threshold for significant website activity within the past 30 days. This could be defined as a number of sessions or number of page views. Hover your pointer over Interacted to view how your Admin defined this metric.

Tip: The Interacted metric in Demandbase One is the same as the Engaged metric in Demandbase Classic. We’ve renamed it to avoid confusion with the Engaged stage in Demandbase Journeys.

Define the Interacted Metric

Prerequisite

You must be an Admin of the Demandbase instance to define the Interacted metric.

Context

As an Admin, you can specify how the Interacted metric is calculated. Demandbase offers two options for this setting:

  • Page Views: Total number of pages that an account visited on your website.
  • Unique Sessions: Number of 2-hour windows during which a device associated with the account viewed your website. Multiple page views from the same device within the 2-hour window are counted as a single session. Page views from the same device beyond the 2-hour window will start a new session.

For example, let's say someone at an account does the following:

    • Opens your website at 9:00 AM on their laptop and visits another page on their laptop at 10:00 AM. The Advertising Cloud counts this as 1 unique session or 2 page views, depending on which user action defines the Interacted data.
    • The user then opens your website from their mobile phone at 10:30 AM. The Interacted metric count tallies either 1 new session or 1 additional page view. 
    • The user then goes on to visit another page on your website at 11:30 AM. Since this is outside of the 2-hour window for the previous session on their laptop, this is counted as 1 new session or 1 additional page view.

Steps

1. Hover the pointer over the word Interacted on the Advertising Cloud dashboard until you see a pop-up window for defining the Interacted metric.

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2. Click Edit Interacted Definition.

3. (Optional) You can change the number of page views or unique sessions that serves as the threshold for an account to be tallied as Interacted. The default number is 3.

4. Select Page Views or Unique Sessions in the drop-down menu.

5. Click Save.

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Outcome

Your definition of the Interacted metric might require up to 24 hours to take effect on the Advertising Cloud dashboard for you and all other Demandbase users.

Other At-a-Glance Metrics

Next to the Summary tab, you can select either the Publishers tab or the Creatives tab to view an accumulation of campaign performance data with a different perspective.

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). By knowing which online publishers have higher or lower numbers of clicks and CTR for your campaigns, you might recognize patterns about how the content of web pages affects engagement with your ads. 

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Creatives tab: On this tab, you can view metrics about account engagement with campaigns related to Ad Groups or individual display creatives. You can toggle the view with the drop-down menu. The information outlines ad spend, number of impressions, number of clicks, and CTR for all creatives associated with campaigns that are selected in the table below. The Start Date column displays the date the creative was first displayed in ad impressions. The Last Seen column shows the date when a creative in the Ad Group was delivered in an impression.

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You can hover over the icon by the Ad Group or creative name to retrieve more information about the asset and to view a tear sheet of the creative. Here is an example after a creative name is clicked:

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Tips: On the Publishers and Creatives tabs you can do the following:
--Click the magnifying glass icon magnifying_glass.png to search for Publishers or Creatives by name.
--Click Export_button.png to download
the publisher or creative data reporting as a CSV file.

Focus on Specific Campaigns, Domains, and Accounts

In the lower part of the Advertising dashboard, you can hone in on specific campaigns and the domains corresponding to the accounts that are part of those campaigns. To learn more about how domains represent accounts in Advertising Cloud, see How Demandbase Targets Accounts Using Domains.

Campaigns Tab

The Campaigns tab offers a wide view of metrics for individual campaigns, including details about ad spend, account reach, and impressions for each campaign.

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Controlling the View with the Campaigns Tab

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.
  • Customize the view of metrics and other data: You can control what information appears on the Campaigns tab and export the data into a spreadsheet:
    • Click the magnifying glass icon magnifying_glass.pngabove the campaign list to search for campaigns by name.
    • Click Export_button.png to download the publisher or creative reporting data as a CSV file.
    • Click Edit_Columns_button.png at the bottom of the window to customize the display of table columns. In the Edit Column Fields to Display window that opens up: 
      • Use the drop-down menu to select a metric to display.
      • Click the minus sign minus_sign.png to remove a metric from display.
      • Click and drag line_grab_Edit_Columns_window.pngthe "line grab" icons to rearrange the order of the columns.
      • Click the lock_icon_lime_green.png lock icon to anchor the field on the left side of the table columns.

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 high-level metrics and other campaign information are rolled up at top of the Advertising Cloud dashboard when you are in a  single campaign view:

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The Campaign Details page opens up on the Performance tab by default. If you click the Details tab or Edit Campaign button, you can make some changes to the campaign configuration. See Change an Advertising Campaign for information about editing a published campaign.

Domains Tab

Tip: The Domains tab has replaced the Accounts tab, which appeared in earlier versions of the Demandbase One Advertising Cloud dashboard. 

Important: You must select Campaign Name checkboxes on the Campaigns tab of the dashboard to populate the Domains tab with relevant data for the specific campaign(s).

The top of the Domains tab delivers key metrics of filtered, campaign-related activity by way of the quick cards. The quick cards derive from the table data below, which is used to calculate the numbers for either domains or for accounts that are counted in the domains, depending on the selection in the View by: drop-down menu. The quick cards provide these insights:

  • … reached: Number of targeted accounts or domains that received at least one ad impression from the campaign
  • Lifted …: Number of targeted accounts or domains that had more pageviews since the start of the campaign as compared to the 30-day period prior 
  • New … On Site: Number of new targeted accounts or domains that visited your website as compared to the 30-day period prior
  • … clicked: Number of accounts or domains that clicked on an ad of the selected campaigns

In the table of the Domains tab, advertisers can dig deeper to evaluate campaign delivery and performance, such as view detailed metrics of clicks and pageviews.

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Your Account List and Domains

When you mouse over a Domain name entry in the table, you’ll see the accounts that your campaigns are targeting and that map to the corresponding Domain listed in the row. As well, the pop-up displays the websites listed in the account records.

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The Advertising Cloud reports account-level engagement with your ads by the domains that accounts on your account list belong to. ABX Cloud reporting is done by each separate account that’s been established for a company, even if the websites associated with the accounts all resolve to the same domain.  

What this means is that sometimes campaign performance reported for a single domain on the Advertising Cloud dashboard reflects ad activity of multiple ABX Cloud accounts. Conversely, when you view campaign performance on the account level, multiple accounts can map to a single shared domain. Let’s illustrate this by an example:

  • The account Hampton Inn could list hamptoninn.com as the company’s website.
    • hamptoninn.com functions in a web browser but redirects to hilton.com. 
    • If the Advertising Cloud detects that your ad is delivered to someone at an account associated with hamptoninn.com, the reported domain is hilton.com. 
  • Later your campaigns display ads to the following accounts:
    • Embassy Suites, which is associated with the website embassysuites.com
    • Homewood Suites, which is associated with the website homewoodsuites.com 
      • But the URLs of these two websites as listed in the accounts both redirect to different URLs that contain the domain hilton.com.
  • Simultaneously, your campaigns are targeting ads to the account Hilton Hotels, which is associated with the website hilton.com.
    • hilton.com doesn’t redirect. The domain is the same as the website on record for the account. 
  • Ad metrics for the users of all four accounts above are rolled up and displayed in the Domain name row for hilton.com.

Domain Mapping and Site Analytics

The accounts listed in the pop-up window when you mouse over a Domain name don’t necessarily reflect all of your accounts in Demandbase that are associated with the domain. The pop-up window only lists the associated accounts that are in the account list for the campaign. If you switch to the Site Analytics solution of Demandbase, you might see pageview activity by different accounts that map to the same domain. 

For example, let’s say you have an account named example1, which maps to the domain global.example.com. You run ad campaigns that don’t target example1. Instead, you run campaigns that target accounts called example2 and example3, which also map to the domain global.example.com. When you hover over the Domain name for the global.example.com domain, the pop-up window shows pageviews by the accounts example2 and example3. Site Analytics might show pageviews by the example1 account, but the Advertising Cloud dashboard doesn’t because example1 isn’t targeted by a campaign.

Tip: For a more detailed explanation of domain-to-account mapping in the Advertising Cloud, see How Demandbase Targets Accounts Using Domains.

Controlling the View with the Domains Tab

In the table of the Domains tab, you can control the display of the data and even export it into a spreadsheet:

  • Click the magnifying glass icon magnifying_glass.pngabove the campaign list to search for campaigns by name.
  • Click Export_button.png to download campaign result data into a spreadsheet to work with outside of Demandbase. The spreadsheet contains not only the domains and domain names, but also the accounts and websites associated with each domain. In addition, the data from other columns that are displayed in the Domains table are downloaded into the spreadsheet.
  • Click Edit_Columns_button.png at the bottom of the window to customize the display of table columns. In the Edit Column Fields to Display window that opens up: 
    • Use the drop-down menu to select a metric to display.
    • Click the minus sign minus_sign.png to remove a metric from display.
    • Click and drag line_grab_Edit_Columns_window.pngthe "line grab" icons to rearrange the order of the columns.
    • Click the lock_icon_lime_green.png lock icon to anchor the field on the left side of the table columns.

 

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