Would you like to understand what effect your homepage take-over has on your other online channels? Would you like to be able to precisely determine which channels have contributed to a conversion? DoubleClick is a technology which can realise an end-to-end measurement of various campaigns and channels. Based on (custom) attribution models you can make strategic decisions to improve the overall ROI.
Measuring your online performance: from impressions to conversion
The big advantage of using the complete DoubleClick Digital Marketing stack is the attribution of conversions. Attribution is possible from impressions to actual conversions with an understanding of the interaction between various channels. Between the measured channels deduplications occur.
Where Google Analytics offers insight in the measured conversion per click, DoubleClick goes on and offers understanding of the results per unique impression. Usually the ‘last cookie counts’ principle is applied and this offers an incomplete picture of the conversion performance per channel. ‘Last cookie counts’ implies that the channel the visitor last forwarded, gets assigned the complete conversion value.
If a visitor who has seen your banner through RTL.nl, then visits your website through Google and ends op converting after a click on a retargeting banner, the conversion value gets attributed to the retargeting campaign. In DoubleClick several (custom) attribution models are applied. This also attributes value to the branding channels that delivered visitors earlier in the conversion funnel.
What can Expand Online mean for you?
Expand Online provides the complete design for the DoubleClick Digital Marketing stack:
- DoubleClick Campaign Manager (DCM)
DCM is the main account of the stack, where ad serving is tuned and other DoubleClick products can be linked. Expand Online ensures the full measurability by placing the flood light tags and the creation of attribution models.
- DoubleClick Bid Manager (DBM)
DBM is DoubleClicks, Real Time Bidding platform with access to all the big Dutch ad exchanges (e.g.: OpenX, Rubicon and AppNexus). This gives you premium visibility on the networks of amongst others Sanoma, Telegraaf and Adfactor. Expand Online provides the complete design of the RTB and Retargeting campaigns and the day-to-day management.
- DoubleClick for Search (DS)
DS offers the opportunity to manage AdWords, Bing and Yahoo from one platform. Through additional functions, advanced bid management strategies can be applied to improve the overall search performance.
Curious about the possibilities that DoubleClick can offer you? And would you like to get acquainted with Expand Online without obligation? Come to our free knowledge session about DoubleClick and RTB on the 29th of October.
More information about the DoubleClick knowledge session›