What makes DoubleClick even more powerful is when more than one platform is applied to a marketing campaign. Using a combination of DoubleClick platforms means the activities being either managed or tracked through DoubleClick can be analysed and optimised in one view. This is beneficial in a number of ways:
Having all activity running through one stack means there’s no need to learn a number of different user interfaces and everything is navigable from one menu. It allows marketers to see organic, search and display impressions in addition to any other activity tracked - all in one interface almost by default.
DoubleClick uses floodlight pixels to track conversions. The same floodlight pixel is used for all activity being tracked or managed using DoubleClick i.e. be it display, search, email, organic, social channels. This means all conversions are counted in exactly the same way, avoiding discrepancy issues. Plus it means two different marketing channels will never claim the same conversion.
All channel interactions and conversions can be analysed in one clear view using DoubleClick and its reporting and attribution and can be as basic or as complicated as required. There is also a custom attribution feature to credit channels uniquely depending on what the advertiser values. It helps identify answers to questions such as:
- What creative/video/ad has the best CTR?
- What channel is driving the majority of conversions/revenue?
- What channel is most frequently the first interaction a user has with an advertiser’s brand?
Want to know more? Then get in touch to find out how to get going with the power platform that is DoubleClick.