What is global site tag

There is one thing is constant in digital marketing industry and that is change. Based on customer's demand and in respect to their business preference we've been experiencing several changes in different ad servers.

Previously we all know that Floodlight tags are two types (iframe and image). However, to make the conversion mechanism more simplify and to generate granular level data Google has come up with new technology.

This is a new Floodlight tag format and updated Floodlight workflows in DCM, DBM, and DS.

Improved measurement capabilities to be built on this new tag format to be rolled out in phases. This includes, but is not limited to, Safari. The only immediate improvement should be for DoubleClick Search.

Google Tag Manager customers will benefit from these changes with less additional implementation work.

A global site tag for Floodlight is made of two snippets of JavaScript:

Global snippet: The global snippet should be placed on all pages of your website, in the  section of your HTML pages.

The global site tag sets new cookies on your domain that will store a unique identifier for a user or the ad click that brought the user to your site. The cookies receive the ad click information from a GCLID (“Google click identifier”) parameter that DoubleClick Search adds to the landing page URL just before redirecting to your site.

Event snippet: The event snippet should be installed on the page with the event you're tracking. It can be placed anywhere on the page  after the global snippet. We recommend it placing it within the  section as well for the best tracking accuracy.

In order to facilitate cookieless tracking, via the GCLID for AdWords & DoubleClick Search tracked clicks, Google is introducing an update to GTM & a new Site Snippet + Floodlight Wrapper for non-GTM customers.

These changes will essentially pickup the GCLID on arrivals to the advertiser's website from paid search activity, and store the GCLID value in a first party cookie on the advertiser’s domain. 

The Floodlight Event Wrapper will then read this cookie and include it as a key-value parameter in the Floodlight Activity Tag request to DoubleClick servers.

This will allow DoubleClick to attribute post-click conversions via the GCLID, if no DoubleClick ID Cookie is present.

    

How RTB actually works- The simple way to know the complex process

Now a days RTB is one of the hot topics in the digital marketing world. Most of us very much confused on this mechanism. Here is the simplest  way to grab the concept>

 The publisher places a tag onto their site as usual, except this tag is enabled for RTB.

 When the user's browser loads the publisher's site it downloads the page and the tag.

 When the browser processes the tag it requests content from the Ad Exchange.

 On receiving the request, the Ad Exchange initiates an auction.

Bidders (e.g. advertisers, agencies etc) enter their bids which include the bid amount and the ad tag they want to show if they win the auction.

The Exchange picks a winner and returns as response back to the browser that contains the winning ad tag.

The browser now loads the ad tag as usual which means loading the creative from the ad server as usual

Again, this all happens in the blink of an eye - typically under 200ms

Limits ad difference between GA Standard and GA premium

People often confuse about Google Analytic Interface and it's feature. Please be informed that there are two types of interface under Google Analytics, one is Premium and One is Standard. Please see the details below:


1. GA Standard is free service, GA premium is paid service
2. GA Standard is integrated with Adwords and Adsence, GA premium is integrated with DCM, DBM, DD, DFP
3. We don't support Standards client , we support only premium clients
4. GA Standard has limitation in UI (Account 100, Property 50 and Views 25) GA Premium (Account can be upto 1000, property 200 and views 400)
5. GA stn data refreshment time 24 hours, GA [premium data refreshment time 4 hours.
6. GA stn custom report limitation, GA premium we've custom, data driven attribution, Roll up
7. GA Stn doesn't have BQ, GA premium has BQ advantage.

Rich Media

Rich Media - Digital Interactive Media

Definition:

The advertisements with which users can interact in a web-page format are rich media. They may appear in ad formats such as banners and buttons, as well as trasitional's (Interstitials) and various over the page units such as floating ads, page take overs, and tear backs.

Rich media refers to the utilization of various technologies to enhance a recipient's experience. It uses advance technology such as streaming video, flash to interact instantly with the user.

Rich media creatives are built in DoubleClick Studio. These creatives use HTML5 to give ads complex features: rich media creatives can play videos, support multiple interactions, expand or float across the page, and engage users with other effects. Assign rich media creatives to standard ads.

When you use rich media creatives, you can also track how users interact with these features. For example, you might track the number of times an ad is expanded, which interactions are popular, or how many times a video is watched until the end.

Why Click through URL appears as not set for display creatives:

Click Through URL dimension with Display creatives would always show as not set; because Display creatives always use multiple click-through, (1+ click Tags and a backup).

For Display creatives (H5 & RM), we should use the Exit URL dimension to get the click through URLs.

There are a few caveats here -
1. The URL will be the URLs defined inside the creative. Any ad-level overrides will be ignored.
2. You must select Event Counter as the reporting metric in order for exit URLs to populate.
3. You may see additional (not set)s with high Event Counters. Keep in mind Event Counters are not exclusively clicks. These Event Counters would cover other Rich Media event types (Counters and Timers).

Exit URL metric compatibility -
A. Impressions and Clicks are not compatible with the Exit URL dimension.
B. Exit URL is compatible with Advertiser, Site, Campaign, Placement, Ad, Creative dimensions.
C. Exit URL doesn't support image creatives yet!

Difference between Comscore and GA data:

Now a days most of the agencies refer Comscore data to monitor the actual traffic, users base on a site which is when compared to site's GA data it does have difference, sometimes the difference can be above 50% too.

When a publisher pitches with their GA numbers with concerns then we generally suggests refer to Comscore data, there are four reason behind this:

Comscore eliminates or ignore the machine generated traffic whereas GA counts all the visits irrespective of bots or real user which will automatically lead to a huge difference.

Comscore only measures people instead of cookies where GA measures the cookie user too.

Also, Comscore eliminates visits that is when people views from multiple browsers and multiple screens (Mobile, desktop, tab etc)

GA uses the real data from your real visitors, it records and collects the anonymous data and provides easy-to-read formats of that traffic information whereas comscore assumes the number based on a pool of poll users that are tracked via plugins,tracking cookies but the guesses are based on the algorithm which is derived after a long research and the final numbers are maximum time same as the actual of the site data

Flat rate cost

I would like to inform you that the cost for Flat Rate is calculated normally until the threshold of the number of booked units just like CPM. So, in order to calculate the flat costs correctly, we recommend to enter 1 in the units field and then the cost of the placement you have agreed under 'cost' and select 'cap cost'. In this way, if one impression is served, the cost will be reached and thus you will pay the fixed amount. The real purpose of the Flat Rate would be to have an absolutely fixed
cost regardless of the impressions, and at this moment it can be achieved in DCM inputting Flat Rate cost with just 1 unit.