Analytics and Advertising Cloud
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 analyze the impact of your targeting strategies—deep within paid media and broad across marketing channels.
Data-driven advertising just got easier.
Advertising technology today is evolving faster than ever, and data is at the center 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 center of their ad experiences.
To meet this need, Adobe Advertising Cloud DSP and Adobe Analytics have a bidirectional 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 optimization and reporting. This bidirectional 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.
Analytics will call Advertising Cloud to look up if a user saw or clicked on 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.
Advertising Cloud automatically appends tracking code macros to click URLs. This lets Analytics code pick up the data from the URL and track clickthroughs.
A deeper integration for better advertising.
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.
The best experiences are built on integration.
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.