Setting up Offline Conversions in Campaign Manager

A.  Setting-up Footfall Measurement with adsquare 

1. Sign a “Statement of Work” with adsquare to purchase Footfall Measurement for use in Google Marketing Platform (GMP), i.e., in DV360 and Campaign Manager.

2. Identify all locations you want to measure offline visits for and send the list of locations to the adsquare team. Alternatively, chat with your adsquare representative if you do not have a list at hand

B.  Setting-up Footfall Measurement in Google Marketing Platform
    (GMP)

  1. Grant user access to adsquare to send offline visits to your Campaign Manager account. Provide email consent to GMP Account Manager to allow adsquare to send data into your Campaign Manager account.


a)  Authorize adsquare to send data to your Campaign Manager account. Inform your GMP Account Manager that you wish to enable the adsquare + Campaign Manager integration for Footfall Measurement/Store Visits. You will then receive an email from your GMP Account Manager asking for confirmation to allow adsquare to send data into your account.

b)  Grant adsquare user access to post offline conversions to your account. Under Admin>>User roles>>New, create a new user role “Offline API Access”. Source user role: Advertiser/Reporting Login. Unselect all boxes, select "Insert offline conversions" and save.

If the setting “Insert offline conversions” doesn’t show up please ask Campaign Manager Support (via in-product help or dcm-support@google.com) to enable Offline Conversion access for your (sub)account.

c)
 Under Admin>>User profiles>>New, create a new user profile “adsquare_Access”. User role: Offline API Access, email: google_measurement@adsquare.com

2. Set-up your conversion label mapping (create Floodlight activities) and share with adsquare. Floodlight activities are the “conversion tags” for tracking conversions in Campaign Manager.
If you must upload the same conversions into both the Campaign Manager Conversions API and the Search Ads 360 API, you should define two different floodlight activities (per conversion type) - one to be populated by the Search Ads 360 API, and one populated by the Campaign Manager Conversions API.

a)  Under Advertiser settings>>Floodlight configuration>>Custom Floodlight variables, create 2 custom variables: adsquare_config_id and adsquare_poi_id, both of type string. If you already have custom variables defined, just add them at the next available variable number.

b)  Create new Floodlight activities (conversion tags) for adsquare to push data to Campaign Manager.
         
 i. Advertiser settings >> Floodlight activity groups >> New:
             “adsquare”
       
  ii. Advertiser settings >> Floodlight activities >> +New: “Offline
            Conversion Tracking – In-Store Visit”
(example activity)

Use Type = Counter and Counting method = Standard.

c)  Make sure to also activate both of the custom variables for the activity:

C. Communicate the necessary info to adsquare

1. Upon completion of the steps above, please email adsquare support (client-services@adsquare.com) with:


a)  Confirmation that you have completed the steps above.
b)  adsquare Access Profile ID - you can find this in the user profile details:


d)  All Floodlight Activities IDs
e) The type IDs of the two custom Floodlight variables,  i.e., u1 + u2 (or whichever you chose in your Floodlight configuration).
f) The list of POIs you would like to visit store visitation for in this campaign
g) The exact campaign dates

2. Once sent, adsquare will finalize and confirm the completed setup.


D. Set-up a mandatory weekly report for billing as well as technical monitoring.

For media buys via DV360:

a) In DV360 navigate to the reporting interface, and select "Offline Reporting"
b) Go to New Offline Report >> Standard >> Basic
c) Under Report Properties >> Date Range select the option “Last 7 days”
d) Under Report setup >> Filters select the relevant Insertion Orders and/or Line Items
e) Add "Floodlight Activity ID" in both the 'Filter' and 'Dimensions' sections
f) Under “Schedule” tick the checkbox “Active” and set to repeat weekly
g) Under Delivery >> Share With add google_measurement@adsquare.com  
h) Click “Save”

For media buys not involving DV360:

a) In Campaign Manager navigate to the Report Builder and select “Offline Reporting”
b) Go to New Offline Report >> Standard >> Basic
c) Under Report properties >> Date Range select the option “Last 7 days”
d) Under Report setup >> Filters select the relevant Campaigns and/or Placements
e) Add "Floodlight Activity ID" in both the 'Filter' and 'Dimensions' sections
f) Add "impressions" in the 'metrics' section
g) Under “Schedule” tick the checkbox “Active” and set to repeat weekly
h) Under Delivery >> Share With add google_measurement@adsquare.com  
i) Click “Save”

8. [OPTIONAL] Set up your campaign to include exposed/non-exposed user groups in Campaign Manager and pull visit lift report following campaign conclusion.

B. Reporting in Google Marketing Platform

Conversion data becomes available in Campaign Manager 24 hours after impressions begin to run.

Reporting in GMP of Offline Conversions

It is possible to see offline conversions both in DV360 and Campaign Manager, however the availability differs between both platform.

DV360

Aggregated store visits can be obtained through a standard report (cross device metrics included).

Visits split by store cannot be obtained through Display & Video 360 reporting suite. This is because DV360 doesn’t have a feature to run a report against Custom Floodlight Variables like Campaign Manager.

Campaign Manager

Aggregated store visits can be obtained through a standard report (cross device metrics included). This can eventually include DV360 dimensions and metrics if needed.

Visits split by store can be obtained through a Floodlight report that includes the “Custom Floodlight Variable” dimensions. With this setup there will be a single row in the report for each store, but it won’t be possible to include DV360 dimensions and metrics and/or cross device information

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