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All CollectionsMEASUREMENT: Setup Guide & Best Practices
Activate Footfall Measurement in Google
Activate Footfall Measurement in Google
C
Written by Cindy Hwang
Updated over a month ago

General Information

RTFM General (Basics, Pricing, FAQ)

RTFM Google (Help Center)

Step-by-step process for Google

Before a campaign:

1. Client Responsibilities:

  • Provide the below necessary details:

    • Campaign start & end dates (minimum 7 days)

    • Attribution window (dependent on vertical)

      • Example attribution windows per vertical:

        • DIY / Fast Food / GSA / Luxe / Sport / Retail: 7 days

        • Garden: 7 days to 14 days

        • Optic / Auto: 14 to 30 days

        • Auto: 21 to 30 days

    • Expected volume in ad impressions

      • A minimum of 2 million impressions is recommended for significant results

    • List of POIs (with lat/long)

      • A minimum of 5 POIs are required to activate RTFM (See template for client completion)

    • User Profile ID

    • Floodlight ID

    • Two Custom variables: poi_id & config_id

2. Client Confirmation:

  • Check if the following authorisations have been given

3. Adsquare Internal Procedure:

  • Create a task for Operations (See example here) adding:

    • Profile ID

    • Floodlight Activity ID

    • Custom variable

    • Radius

    • Dates

    • POIs (ID of file uploaded Adsquare Managed Services and csv file)

    • List of POIs (with lat/long)

      Important Note: A minimum of 5 POIs is required to activate RTFM (See template for the client completion).

4. Adsquare Confirmation:

  • Confirm with the client when set up is complete

5. Client Action:

  • Generate an automatic report to Adsquare

  • Download the poi_string dimension

    Important Note: To download the dimension, the Campaign Manager report type is "Floodlight Report" (As opposed to "Standard Report").

    • Floodlight Reports can be pulled with a maximum look back window of 60 days.

      • Data about 60+ days become unavailable in CM, and cannot be retrieved.

    • Standard Reports can be pulled with a max look back window of 30 days.

Connecting Parent/Children accounts

  • Ensure a parent/child account is connected.

  • Once done, it is possible to create a Floodlight under the parent account and connect it to the child account.

  • Monitoring of campaigns created under the child account can be measured with the Floodlight created under the parent account.

  • The activities are created only by the parent advertiser.

    • Child advertisers will inherit all the activities created at the parent level.

    • The child advertiser works independently and ad serving will not be impacted by the Parent advertiser/linking.

  • For example, suppose a user visits a placement and interacts with it. If this placement belongs to campaign A (which is part of the child advertiser) and triggers a floodlight activity created in the parent advertiser, the activity captures the conversion and checks for the interactions. As the client interacts with the campaign which is under the child advertiser, the attribution is credited to the child advertiser, the specific campaign within it, and the corresponding placement that has driven the conversion.

Example: Michelin

  • CM360 Network > 1735690

    • Parent advertiser (tagging) – where floodlights are created > 11651971

    • Child advertiser (trafficking) – where the campaign is trafficked > 12918945

      • Campaign ID – where HAWK Standard placements (creative served in CM360) are trafficked > 30766742

  • Parent floodlight advertiser:

    • Linked/shared with the child advertisers

    • Associated to DV360 partners

    • Dedicated to tagging activity – NO campaign is trafficked there

  • Child advertiser:

    • Each is linked/shared with the parent advertiser

    • Dedicated to trafficking activity – NO floodlight created

Search campaigns

  • As opposed to Display and Video Ads, Paid Search is never actually served via Campaign Manager, they are only tracked - assuming that the client/agency has correctly linked SA360 to Campaign Manager.

    • SA360 needs to be the platform where the search campaigns are set up.

  • When this happens, CM tracks all Search ads activities under default Campaign Manager sites that are typically labelled as "DART Search: Name of the Site".

  • If a search campaign is solely set up and managed in Google Ads (without the usage of SA360), Campaign Manager is unable to grab any data unless a click tracker is manually added in Google Ads as a redirect to the landing page (in the place of the landing page URL itself).

  • There are two possibilities to see search conversions:

    • Via Looker Studio: the conversions will be counted once the click is made.

      • If a campaign started on day 1 but a Floodlight is created on day 5, conversions may appear between days 1 and 5 because Google knows who clicked on the ad.

    • Via Campaign Manager report: the conversions will be counted once users visit the store

End of a campaign:

Every Account Executive/Account Manager collects the following information :

  • Media budget

  • Volume of impressions (for the invoicing)

  • Number of conversions

Best practices:

  • Reporting on Google:

    If the client has numerous campaigns, each will need to be individually added for the automatic report. Alternatively, the “Data Studio” from Google can be leveraged which automatically adds campaigns.

  • Ad Serving Players on Campaign Manager:

    If a client wants to measure different players via Google, the setup remains unchanged.

  • The client will needs to:

    • Have a Campaign Manager account

    • Send a pixel to the players

  • If leveraging a web/mobile ad, the pixel is enough to have conversions on Google

  • If leveraging an in-app ad, players need to add a MACRO DEVICES IDS on the pixel (dc_rdid=), to have the conversions on Google. Client must confirm with the publisher that they pass back Device Id's. Without Device ID's being passed no attribution will happen.

    Example:

    <IMG SRC=https://ad.doubleclick.net/ddm/trackimp/N7480.169443360.MYSITE/B7967415.105398014;dc_trk_aid=278142637;dc_trk_cid=56651190;ord=[timestamp];dc_lat=0;dc_rdid=[MACRO DEVICE ID];tag_for_child_directed_treatment=0? BORDER="0" HEIGHT="1" WIDTH="1" ALT="Annonce">

    Important Note: A client will be invoiced twice if the tracking by Google + directly on the platform player is activated.

Need to know insights

  • It’s not possible to measure Audiences on Youtube

  • If a customer wants to reactivate a configuration already created for a past campaign, there is a maximum of 30 days to do so.

    • If outside this window OPS must create a new configuration.

  • If the client wants to add POIs while the campaign is running it’s possible.

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