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 and Accounts

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
  • 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)
  • Audience
    • 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.

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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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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.
  • Impressions is the total number of ad impressions delivered by the selected campaigns, either during campaign lifetime or during the date range chosen above.
  • Lifted provides a perspective of engagement with your website prior to your ad campaign launch compared to the engagement while campaigns run. Specifically, Lifted is the percentage of targeted accounts that see more page views of your website compared to the 30-day period prior to the start of the campaigns. Baseline page view counts are normalized for campaign length in calculating this metric.
  • New Accounts On Site: Number of targeted accounts that had a first-time visit to 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:

  • 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

Prerequisites/Preparation

You must have access to these Demandbase solutions:

  • Engagement Platform
  • Advertising Cloud

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. For example, if you notice more clicks and CTR on ad impressions served on weather.com than on other websites, you might be detecting a higher resonance between your ad message and people who are interested in weather information.

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Creatives tab: On this tab, you can view metrics about account engagement with either Ad Groups or specific display creatives. You can toggle the view with the drop-down menu. The information outlines number of impressions, ad spend, clicks, CTR, and chronology of the creatives in context of the ad campaign and displayed impressions.

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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 and Accounts

In the lower part of the Advertising dashboard, you can hone in on specific campaigns and accounts.

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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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 signminus_sign.png to remove a metric from display.
  • Click the magnifying glass icon magnifying_glass.png above 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.

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:

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Accounts Tab

On the Accounts tab, advertisers can evaluate campaign delivery and performance, such as detailed metrics of clicks and pageviews. 

The Accounts tab displays ad campaign metrics by the IP domains that accounts on your account list belong to. Frequently there is a 1:1 correspondence between an account in ABX Cloud and an account in Advertising Cloud, but sometimes multiple ABX Cloud accounts can roll up into a single Advertising Cloud account. For example, the two accounts Gap Inc and Gap Corp might both be on your account list, but their advertising metrics would be shown together under gap.com on the Accounts tab if both accounts have the Demandbase domain of gap.com.

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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 minus_sign.png to remove a metric from display.
  • Click Export_button.png to download the account data into a CSV file to work with outside of Demandbase.

 

 

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