Adobe Advertising Cloud is natively integrated with Adobe Analytics, so if you use both products, you can use data to power your advertising more easily and efficiently. The integration allows you to analyse the impact of your targeting strategies—deep within paid media and broad across marketing channels.
Advertising technology today is evolving faster than ever and data is at the centre of that evolution. Clear, robust data helps advertisers gain a complete picture of how ads are performing and where to improve them. Without seamless, powerful data-driven advertising, it’s nearly impossible to stay ahead of the competition—especially if they’re making strides to put data and customers at the centre of their ad experiences.
To meet this need, Adobe Advertising Cloud DSP and Adobe Analytics have a bi-directional data integration. This way, Advertising Cloud can send DSP performance metrics—like clicks, cost and impressions—to Analytics, as well as metadata for Advertising Cloud tracking codes. This enhances reporting and analysis within Analysis Workspace in Analytics. Then, Analytics can capture these tracking codes in real time and pass them back to Advertising Cloud for site engagement and conversion metrics. All of this culminates in you being able to use these metrics for algorithmic bidding optimisation and reporting. This bi-directional data integration enhances analysis and reporting within Analysis Workspace in Analytics, with 6-24% greater data fidelity over external connectors.
Bi-Directional Data Feeds
On an hourly basis, Analytics will send site traffic metrics as well as any Analytics events to Advertising Cloud. These metrics will then run through the Advertising Cloud attribution system to connect the conversions to the click and impressions history. Then, those metrics will go into either Advertising Cloud Search, Advertising Cloud DSP or both.
Viewthrough JavaScript Enhancement
Analytics will call Advertising Cloud to look up if a user saw or clicked an ad that led to on-site activity. If either a clickthrough or viewthrough should be recorded, this information is passed to Analytics, which then records the appropriate action.
Click URL Tracking
Advertising Cloud automatically appends tracking code macros to click URLs. This lets Analytics code pick up the data from the URL and track clickthroughs.
Read more about the integration between Advertising Cloud DSP and Analytics in our blog post and learn more about what you can do with it.
When you integrate your analytics, audiences and advertising, you start to truly succeed. Read more in our article Good Things Come in Threes. Like Advertising, Audiences and Analytics.
Quickly navigate, preview and troubleshoot your search campaign set up. You can also reduce time-consuming, manual processes with bulk editing tools like an easy-to-use editing pane, flexible scheduling and simple copy-and-paste functionality with Microsoft Excel.
Plan and buy advertising across screens and formats. Ingest existing TV and digital plans or a combination of datasets to determine the optimal inventory mix and budget allocations by channel, then accurately measure reach, frequency and impact.
