Setting Up Floodlight tag in GTM

1. Pushing tags to GTM

This is the most simplest way of setting up floodlights in GTM. Once the DCM Advertiser’s

configuration is linked with a GTM container , you can simply push the tags to GTM.

Go to ‘Google Tag manager’ option in the DCM Floodlight activity and click on the

‘Push to Google Tag manager’ button

Once done, the activity appears in GTM under Admin tab > ‘Approval Queue’

Click on the Approve button to import the activity to the container

You’ll now be able to see your activity in the ‘Tags’ section of the GTM container

2. Using the Floodlight template in GTM

Step 1: Select an advertiser and click the Floodlight activities tab.

Step 2:

1. Be careful to set up the correct ‘src, cat and type’.

src= Advertiser ID (NOT the Floodlight activity ID)

cat= Activity tag string

type= Group tag string

2. The values that are to be passed to the below variables is set up by the person who 
   manages the GTM container (NOT the Advertiser/Agency)

Standard variables :

Custom variables

3. Use the Custom HTML Tag template:

The code of floodlight tag can be simply copied from DCM and pasted in the empty field of the 
Custom HTML tag.

Be careful to check the Document.Write option to enable the correct firing of floodlight.

This I believe is not the best way to implement Sales tags, and any tag that requires capturing 
of values from the Sites through CFVs (not good for people who aren’t coding experts).

Can be safely used for Standard Counter and Unique tags (when no CFVs are used).

Google Tag Manager Basic learning

1. Google Tag manager is a free tool. In order to signup and create a new account, please visit the link below:
http://www.google.com/tagmanager/

Refer our resources to learn more about Google Tag Manager:
Google Tag Manager
Setup and Workflow

2. Using the GTM container ID you would be able to link the DFA Advertiser with Google Tag Manager. Once the Advertiser is linked to Google Tag Manager you would be able to push the Floodlight activities from DFA to Google Tag Manager.

For more information on Floodlight Integration and approvals, click here.

3. Before publishing the tags you would be verify the tags using preview and debug mode. In order to verify the tags, please refer the link below and follow the instructions.

https://support.google.com/tagmanager/answer/2695660

4. As of now we do not have specific link to track the release notes. Our team is going to start posting release notes weekly to the help center soon.

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!