We know that as online marketers your goals are to drive greater value from your advertising and to optimize future results based on the learnings from current campaigns. Campaign reporting is central to that effort, and so with this in mind, the DoubleClick for Advertisers product team has been working hard on developing some innovations to the reporting system that will impart greater insight into your role as a marketer.
Today we’re launching the new DFA Reporting system with the introduction of two features -- Report Builder and Multi-Channel Funnels -- that offer the power, flexibility and access to near real-time data required to keep up with today’s always connected, multi-device consumer.
Report Builder: In-Depth, Powerful Campaign Reporting
Report Builder, a new query-based reporting tool, allows you to build campaign reports to the exact specifications that you require. Report Builder is the gateway to reporting for all integrated products from across key DoubleClick products including DoubleClick Search and DoubleClick Rich Media.
Multi-Channel Funnels: At-a-Glance Insights on Conversions
Similar to the feature available in Google Analytics, Multi-Channel Funnels in DFA allow you to chart out greater insight into the paths your customers took from the initial interaction to the final conversion.
A collection of three reports are available to help marketers better understand what channels or mix of channels are helping to drive conversions from campaigns tracked in DFA.
- Attributed Channels outlines which channels are contributing to and resulting in conversions.
- Path Length reveals the number of interactions a customer had with your ads before converting.
- Time Lag tells you the length of time it took between the first interaction with your campaign and the last before conversion.
We’re getting great feedback from clients currently piloting the tool and will be incorporating their feedback into developing additional funnel reports. Make sure to follow the blog for latest developments on new reporting features available in DFA.
In the next couple of weeks we will be offering a free webinar to cover in greater detail the latest developments in DFA reporting. Look out for an announcement here on the blog or sign up here to be notified by email. We’ll be walking through the reports and common use cases and you’ll have an opportunity to ask questions. We hope you’ll be able to make it!