Upgrading to Display & Video 360

and Google Analytics 4

29th March 2022

Matz Lukmani
Lydia Azaret
Alexandre Kimura
External Video Recording for this training
(incl. Deck)

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Hello!

Matz Lukmani Lydia Azaret Alexandre Kimura

EMEA Product Lead, Global Product Lead, Product Technology Manager,
Analytics and Attribution Google Analytics Google Analytics

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 1 Product Overview: Google Analytics 4 and Display & Video 360

Topics 2 Getting Started: Account Linking and Reporting

3 Activate: Unlock the power of GA4 audiences and conversions

! Please submit questions in the chat!

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Product Overview
Our Google Marketing Platform products

Remember: All Paid and earned traffic. Including

GA4 was the widest bubble! emails, organic, direct traffic & more
Google
It’s also our solution for true
Analytics 4
cross-channel,
cross-platform, multi-touch
attribution models. All Programmatic Display & Video
DV360/CM media from Google and beyond

Search Ads 360

Wider the bubble!

Google
More channels it tracks Ads
and bigger the scope of
it’s attribution models
GA4 & DV360 Integration
The integration between Google Analytics 4 and DV360 enables
advertisers to harness the power of their data within Google
Analytics and take action in DV360. For the first time ever, this
integration is open to both Standard and Enterprise Google Analytics
customers.

Lorem ipsum
Google Analytics 4
1 Milestone 2 Milestone

Ready Now! Next!

● GA4 & DV360 ● Future improvements

Linking to reporting,
● Cross-Channel conversion export,
reporting and attribution
● Audience Export functionalities
Lorem ipsum
● Conversion export Display & Video 360
to DV360 for
custom bidding
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Google Analytics 4 Introduces Key Net-New Functionalities

1 2
Available to both App and Web traffic
Standard and Enterprise supported across
Google Analytics 4 integration measurement
customers and activation
 Evolution to the new Google Analytics 4
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Google Analytics Classic (UA) New! Google Analytics 4 and

and Display & Video 360 Display & Video 360

Linking Dual-admin and two-admin linking

Measurement Cross-channel click through measurement and DV360

traffic surfaces across reporting

Activation Audience export for campaign targeting

Conversion export for use in custom bidding

Activation
algorithms (including tROAS bidding)
Campaign Manager model measurement
Measurement
(ie view-through measurement)

Bi-directional linking - i.e. linking flows from

Linking
either UI

Attribution Native DDA attribution setting across GA

reporting surfaces

Privacy GA4 modeling solutions built for adaptability in an

evolving ecosystem

Future Improved reporting, conversion export, and

Improvements attribution functionality to come
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Benefits of Upgrading to the new Google Analytics 4

Integration

The future of Analytics New innovations Adaptability

Google Analytics 4 is the future Access new and exclusive Google Analytics 4 and it’s
of Analytics, bringing features that will only be integrations are designed for
cross-device, cross-platform available in the Google Analytics adaptability in an evolving
user insights to it’s core across 4 integration ecosystem
both app and web
Getting Started with Linking and
Reporting
Getting started is as simple as…
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Link Google Analytics 4 and Target Google Analytics 4 Bid Towards Google
Display & Video 360 Audiences Analytics 4 Conversions

As long as you have dual setup Google Analytics 4 audiences Create a simple custom
with GA4, the only step will automatically export to bidding script to optimize
required to get started is DV360 for use in campaign toward GA4 conversions in
linking. Bi-directional, targeting as long as DV360. The only difference to
dual-admin, and two-admin personalized advertising is UA is the introduction of new
linking flows streamline the enabled during the linking syntax and the use of
process. No additional tagging flow. 'stream_id'.
needed.
Linking GA4 + DV360
The first step to unlocking the benefits of the integration is to link your DV360 advertisers to
GA4. The GA4 integration supports Dual-Admin and Two-Admin linking from both the GA4
and DV360 UIs.

● Dual-Admin Linking: Users with “Edit” permissions in a GA4

property and “Admin” permissions for a DV360 advertiser
can complete the linking flow

● Two-Admin Linking: Two-admin linking refers to links that

are created through the interaction between two distinct
Test DV360 123456 TEST 67890 Oct 21, 2021 [email protected]

users, each with admin/edit permissions on their respective

product. The first admin user creates a link proposal which is
subsequently reviewed by the second admin user. If the
proposal is accepted, then the link is created.

● Enabled in both UIs: Both the dual-admin and two-admin

linking flows can be completed from either UI (GA4 or DV360)

Support Article: [GA4] Display & Video 360 integration

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Link from the Google Analytics 4 UI
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Create links Step 1:

1. In GA4, click Admin.

2. In the Property column, use the menu
to select Display and Video 360 Links
3. Click Link.
4. Choose whether to link to DV360
advertisers you manage or send a
request to another advertiser Step 2:
5. Select the DV360 advertiser for linking
or request access to another advertiser
6. Configure settings: Enable
Personalized Advertising, Enable
Campaign Attribution/Cost Data Step 3:
Reporting, Enable Auto-Tagging

Auto-tagging is enabled by default.

Personalized advertising must be enabled for audience
export.
Enable campaign attribution to see DV360 campaigns
in GA4 reporting, and cost data to see D360 revenue in
GA4 reporting.

7. Click Next, then review your link

request.
8. Click Submit to link the selected
advertiser or send a link request.
Link from the Display and Video 360 UI
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Create links Step 1:

1. In DV360, click Advertiser Settings >>

Linked Accounts.
2. Next to Google Analytics, click Manage
& Link then New Link
3. Choose whether to link to GA4
properties you manage or send a
request to another property
4. Select the GA4 property for linking or Step 2:
request access to another property
5. Configure settings: Enable
Personalized Advertising, Enable
Campaign Attribution/Cost Data
Reporting, Enable Auto-Tagging

Auto-tagging is enabled by default. Step 3:

Personalized advertising must be enabled for
audience export.
Enable campaign attribution to see DV360 campaigns
in GA4 reporting, and cost data to see D360 revenue in
GA4 reporting.

6. Click Next, then review your link

request.
7. Click Submit to link the selected
property or send a link request.
 Take Advantage of Display & Video 360 Traffic will be surfaced across
GA4 reporting including the Explore and Advertising

Measurement in GA4 Workspace reports

DV360 traffic will be surfaced in

cross-channel reporting across user,
session, and event-scoped metrics like
source, medium, campaign, and default
channel grouping.

This traffic will benefit from the same

cross-device, cross-platform
de-duplication that exists across GA4
reporting with User ID and Google Signals
capabilities

Attribution to Display & Video 360

campaigns in cross-channel reporting will
be based on the property-level
attribution setting.

DV360 traffic will surface under the Display, Paid Video, For paid traffic in GA4 session source platform, a net new
Audio, and Paid Other default channel groupings dimension, will act as a consistent traffic source identifier
for DV360 traffic. Session source platform = DV360.

[GA4] Default channel grouping

Surface Key Attribution Insights in the Advertising
Workspace
Now, advertisers can unlock cross-channel attribution
insights for DV360 traffic in the Advertising Workspace

● Advertising snapshot: Offers a quick overview of

DV360 traffic will also surface in the Advertising
trends including Automated Attribution Insights reports under the same traffic source identifiers
generated from the Path and Model Comparison used in the standard reports - source/medium,
source platform, campaign, etc.
Reports.

DV360 traffic will also surface in the Advertising

reports under the same traffic source identifiers
used in the standard reports - source/medium,
source platform, campaign, etc.

[GA4] Get started with Advertising

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Surface Key Attribution Insights in the Advertising
Workspace
Now, advertisers can unlock cross-channel attribution
insights for DV360 traffic in the Advertising Workspace

● Advertising snapshot: Offers a quick overview of

trends including Automated Attribution Insights
generated from the Path and Model Comparison
Reports. Compare
existing
model to a
● Model comparison: Allows advertisers to compare data-driven
model
how different attribution models attribute credit
across channels, source, medium, and campaigns.

[GA4] Get started with Advertising

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Surface Key Attribution Insights in the Advertising
Workspace
Now, advertisers can unlock cross-channel attribution
insights for DV360 traffic in the Advertising Workspace

● Advertising snapshot: Offers a quick overview of

trends including Automated Attribution Insights
generated from the Path and Model Comparison
Each path
Reports. populates the
channels
through which a
user arrived
● Model comparison: Allows advertisers to compare during the
how different attribution models attribute credit lookback
window, prior to
across channels, source, medium, and campaigns. each
conversion the
user completed

● Conversion paths: Brings the best of previous

Universal Analytics Attribution reports in one place
helping to uncover which channels help your Early,
Mid, and Late marketing funnels.

[GA4] Get started with Advertising

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Surface Key Attribution Insights in the Advertising
Workspace
Now, advertisers can unlock cross-channel attribution
insights for DV360 traffic in the Advertising Workspace

● Advertising snapshot: Offers a quick overview of

DV360 traffic will also surface in the Advertising
trends including Automated Attribution Insights reports under the same traffic source identifiers
generated from the Path and Model Comparison used in the standard reports - source/medium,
source platform, campaign, etc.
Reports.

● Model comparison: Allows advertisers to compare

how different attribution models attribute credit
across channels, source, medium, and campaigns.

● Conversion paths: Brings the best of previous

Universal Analytics Attribution reports in one place
helping to uncover which channels help your Early,
Mid, and Late marketing funnels.

[GA4] Get started with Advertising

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Gain Deep Insights in Explore

The Explore reports are a collection of advanced techniques that go beyond standard reports to help you uncover deeper insights about
your customers' behavior. DV360 Traffic will be surfaced in these reports.

Flexible drag-and-drop interface to

visualize your data.

Use advanced analytics techniques such

as Cohort exploration, Funnel exploration and
Pathing exploration.

Access new User lifetime metric to gain

deeper insight into the lifetime activity of
customers across platforms.

New predictive metrics can be added to reports.

Create segments and audiences from your

analysis, or share and export your analysis
data for use in other tools.

[GA4] Get started with Explore | [GA4] User lifetime

Enable Advanced Analysis Through Data Export
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BigQuery Export Data Studio GA4

Connector
Export raw hit data to BigQuery for advanced Use Data Studio to build custom dashboards
analysis. Then, Use SQL-like and reports using Google Analytics 4 data.
language to query, or join to external data. DV360 traffic sources will be surfaced
DV360 traffic will surface in BigQuery through the acquisition dimensions captured
exports, but attribution is limited to first user in the Google Analytics Data API (GA4).
acquisition dimensions.

Help Center : [GA4] BigQuery Export | [GA4] BigQuery Export schema | [Data Studio] Connect to Google
Analytics | Analytics Data API Overview | API Dimensions & Metrics
Activate with GA4 Audiences and
Conversions
Getting started is as simple as…
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Link Google Analytics 4 and Target Google Analytics 4 Bid Towards Google
Display & Video 360 Audiences Analytics 4 Conversions

As long as you have dual setup Google Analytics 4 audiences Create a simple custom
with GA4, the only step will automatically export to bidding script to optimize
required to get started is DV360 for use in campaign toward GA4 conversions in
linking. Bi-directional, targeting as long as DV360. The only difference to
dual-admin, and two-admin personalized advertising is UA is the introduction of new
linking flows streamline the enabled during the linking syntax and the use of
process. No additional tagging flow. 'stream_id'.
needed.
 Target Google Analytics 4 Audiences in DV360
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Activate GA4 Audiences in DV360 by following three

easy steps: As long as “enable personalized advertising” and Google Signals are enabled, GA4
will automatically export all eligible audiences to DV360 (and all linked Google Ads
accounts)
Create audiences in GA4 under
Configure >> Audiences

“Export” those audiences to DV360 for

targeting. This is automatic as long as
personalized advertising is enabled.

Select these audiences for targeting in

your DV360 campaigns

[GA4] Create, edit, and archive audiences | [DV360] Audience list targeting
 Combine Data to Reach Users Across the Funnel
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Google Signals*

Audience data such as Affinity segments

and Demographic data

Configure in Export audiences

Audience Builder to DV360
User-ID

Reach users across cross-device and/or

cross-platform

Predictive Metrics (pMetrics)

Use pMetrics such as Purchase

probability or Predicted revenue
Data is shared between platforms

Dimensions, Metrics and Events

Leverage existing data or create custom

dimensions and metrics

[GA4] Activate Google signals for Google Analytics 4 properties | [GA4] Create, edit, and archive audiences | [GA4] User-ID for cross-platform analysis | [GA4] Predictive
metrics
Configure Audiences in DV360
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GA4 audiences will be available as seed audiences in the DV360 >

Analysis > Audience profile. The audience profile analysis lets you
understand the composition of your selected audience based on its
overlap with all other audiences in DV360. Discover similar
audiences with both the right amount of user overlap and unique
users that you can use to extend the reach of your campaigns.

GA4 audiences will be available as seed audiences in the DV360 >

Analysis > Geographic Distribution. Use the Geographic distribution
analysis tool to quickly assess where your most qualified users are
(within a specific country, region, DMA, or postal code), then optimize
targeting settings for your campaign accordingly.

[DV360] Profile Analysis | [DV360] Geographic Distribution

Configure Audiences in DV360
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GA4 audiences will also be available in the

Combined Audience tool. Combined audiences
allow you to combine various audience attributes,
such as detailed demographics and affinities, to
create “personas” that represent segments of
your target audiences so you can target the
right customers at the right time.

[DV360] Combined Audiences

CASE STUDY

HDFC Life acquires The challenge

HDFC Life is one of the leading Life insurance companies in
“At HDFC Life it is our continuous endeavour to
drive marketing efficiency leading to better
online insurance leads India. Their goal is to drive high value qualified leads in a
cost effective manner by utilizing the user behaviour on
business outcomes. We partnered with Google

efficiently using custom website. closely on this data science initiative to power our
digital customer targeting efforts leveraging GA
GA360 audiences The approach
based ML Audiences and it has helped us bring-in
significant media efficiencies”
● HDFC Life used GA360 to create custom audiences
with highest propensity to convert based on historical - Vishal Subharwal, EVP, Ecomm & Digital Marketing, HDFC Life
Insurance”
data
● Created audience cohorts based on >10 hypotheses
such as behaviour of users interacting with calculator
pages, chatting with agent, website engagement,
customer loyalty and cross-product behaviour
● Ran the GA360 audiences as part of an A/B test along
with the legacy campaign
70% 25% 35%
Higher click to Higher leads Lower cost per
lead ratio acquisition

The results
● GA360 audiences delivered 25% incremental leads at a
70% higher click to lead ratio as compared to the
legacy display campaigns for Sanchay Plus policy

HDFC Life ● Similar to GA360 audiences drove higher engagement

Life insurance provider Mumbai, India • hdfclife.com at 2X higher CTR and a 35% lower cost per lead

© 2018 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC.
All other company and product names may be trademarks of the respective companies with which they are associated.
Getting started is as simple as…
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Link Google Analytics 4 and Target Google Analytics 4 Bid Towards Google
Display & Video 360 Audiences Analytics 4 Conversions

As long as you have dual setup Google Analytics 4 audiences Create a simple custom
with GA4, the only step will automatically export to bidding script to optimize
required to get started is DV360 for use in campaign toward GA4 conversions in
linking. Bi-directional, targeting as long as DV360. The only difference to
dual-admin, and two-admin personalized advertising is UA is the introduction of new
linking flows streamline the enabled during the linking syntax and the use of
process. No additional tagging flow. 'stream_id'.
needed.
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Bid Towards Google Analytics 4 Conversions in DV360

Custom Bidding allows for the export of Google Analytics 4 last-click attributed app and web conversions to DV360 for use in Custom
Bidding algorithms. Custom Bidding allows customers to “bring your own goal” to bidding in DV360, and in this case, enables DV360 bidding
on Google Analytics conversions

Algorithm learns
from scoring

Google Analytics Your custom script

DV360 scores
tracks against includes these
impressions
conversions you conversions and scores
have set impressions based on
GA conversions

Algorithm bids
for impressions

GA4 return ga4_conversions_count(property_id, conversion_id, stream_id)

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Custom Bidding Use Cases Google Analytics 4

Take control over the optimization algorithm and feed it data that represents your optimization KPI of interest

Transaction ROAS Weighted Conversions

Not all conversions are created
Optimize based on transaction equal. Differentiate conversions
values passed in GA4 conversions based on their value instead of
treating them equally using GA4
conversions

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Get Started with Updated GA4 Syntax

The custom bidding feature in the GA4 Integration is in essence the same as with the classic integration. The key difference being
that changes in syntax. The table below shows the updated GA4 syntax:

Classic Function GA4 Function

has_ga_goal(GA View ID, GA Goal ID) has_ga4_conversions(property_id, conversion_event_name)

ga_goals_count(GA View ID, GA Goal ID) ga4_conversions_count(property_id, conversion_event_name)

ga_goals_max_value(GA View ID, GA Goal ID) ga4_conversions_max_value(property_id, conversion_event_name)*

ga_goals_max_value(GA View ID, GA Goal ID) ga4_conversions_max_value_usd(property_id, conversion_event_name)

ga_goals_total_value(GA View ID, GA Goal ID) ga4_conversions_total_value(property_id, conversion_event_name)*

ga_goals_total_value(GA View ID, GA Goal ID) ga4_conversions_total_value_usd(property_id, conversion_event_name)

* ga_goals_max_value() and ga_goals_total_value() represent the currency as how it is set in the GA4 UI.

[DV360] Using data from Google Analytics

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Create a Custom Bidding Algorithm with GA4
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Conversions
1. In DV360, navigate to the “Custom Bidding”
tab at the partner level
2. Select “New Algorithm”
3. Select from a list of advertisers for which
you have edit access
4. Write your script in the UI editor to optimize
for GA4 conversions

5. Use the UI Sampler to sample your script:

➢ For scripts optimizing for GA4
conversions we recommend using
impressions and clicks
➢ Validate you have enough data for
success. Custom Bidding requires >1000
positively scored impressions.

6. Set your bid strategy to your custom

bidding algorithm:
➢ In the IO or LI settings choose custom
bidding from the automated bidding
drop down and select your algorithm.
➢ Choose how you’d like the algorithm to
prioritize bids.
CASE STUDY
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Driving results. Stellantis The challenge

Stellantis’ campaigns were traditionally optimised on the basis that
The results
Within a month of the campaign starting, Custom Bidding achieved

improves campaign all impressions have the same value. Looking ahead though, they
wanted to test the hypothesis that website visitors from search
a measurably better cost per search visit and cost per lead,
compared to the old manually-optimised setup.

efficiency, with Custom

would be more likely to convert. With that in mind, they decided to
optimise their digital media against this new criteria. However,
standard DSP capabilities only allow for proxies like clicks and “ Thanks to Google’s machine learning
Bidding conversions, so an entirely new approach was needed.
capabilities, we developed a
The approach customised predictive model that not
Stellantis used Custom Bidding in Display & Video 360 (DV360), only allows us to optimise DV360
along with Google Analytics 360 (GA360), to optimise for custom
impression value over cost. Next, they developed a script telling strategies in a fully-automated and
Multinational automotive manufacturer
Amsterdam, The Netherlands • stellantis.com
DV360 the value of each impression based on a specific GA360 goal data-driven way, but also improve our
that tracked both paid and organic search visits for their Fiat Panda
model. DV360 then built a bespoke predictive model optimised campaign efficiency and ROI.”
directly for users who are likely to make a search visit. The script —Luca Bonino, Digital Media & Advertising Technology
was also tested against their existing tactics with a combination of Manager, Stellantis
fixed bidding and ‘minimise CPA/CPC’ algorithms. The targeting
used a combination of contextual, behavioural, and first-party
audience segments.

Partnering with Publicis Media

For this project, Stellantis partnered with their marketing agency,
11% 8%
Publicis. They also worked with PM Precision — a specialist division Lower cost per search Lower cost per
within Publicis dedicated to programmatic data-driven solutions visit* search lead*

*Results achieved during the campaign period January 2021.

About Google Marketing Platform: Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions
faster. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers.
Learn more at g.co/marketingplatform.
© 2021 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the
respective companies with which they are associated.
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Wrap up In summary

Act
1 2 3

Link GA4 to DV360 to Use GA4 reporting to better When ready,

begin tracking understand campaign begin exporting
campaign performance in the context audiences and
performance of cross-channel attribution conversions to DV360
for campaign
optimization
Additional Resources
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Get started with the Google Analytics 4 and Display

& Video 360 Integration
● [GA4] Display & Video 360 integration
● [DV360] Audience List Targeting
● [DV360] Using data from Google Analytics
(includes custom bidding sample scripts)
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Time for a Poll!

Question:

Which of the discussed features would you like to trial for your business?

● GA4 powered Audiences in DV360

● GA4 powered DV360 Custom Bidding
● Both of the above
● None
Q&A |