About IBM Digital Analytics data in DoubleClick Search

IBM Digital Analytics can send data about conversion events that it collects on an advertiser’s site—including revenue and item counts—to DoubleClick Search (DS). Once DS receives this data you can:

• Add columns that report on Digital Analytics data to your reporting tables.
• Create formula columns that contain data from Digital Analytics.
• Download and schedule reports that contain this data.
• Add the data to charts in an executive report.
• Use the DS API to download reports that contain the data.

Receiving data from Digital Analytics

To receive data from Digital Analytics in DS, you’ll need to link your DS account a client ID in your IBM Digital Analytics account. The link between DS and Digital Analytics connects a DS advertiser to one Digital Analytics Client ID.

Anyone with access to your DS advertiser will be able to see data from the Digital Analytics Client ID in DS.

How does the link work?

Once the link is complete, DS automatically passes the DS GCLID (click ID) parameter to all landing pages in the advertiser. (You won’t see this parameter in a keyword’s landing page URL or clickserver URL; DS adds the parameter just before forwarding to the advertiser’s site.)

When a customer lands on the advertiser’s site, IBM Digital Analytics scans the URL parameters. If it sees the DS GCLID parameter, it sends information about that visit, such as revenue and item counts, to DS. Digital Analytics uses its own logic to determine how long the user session lasts, and therefore how many events to associate with the DS click ID.

DS uses the data collected from Digital Analytics to attribute clicks and conversions to keywords or other objects, and to populate the Digital Analytics reporting columns. 

How far back does the data go?

Digital Analytics data is available in DS starting from the day that the link is complete. DS does not have access to events that occurred before you set up the link.

How often does DS update its reporting data for Digital Analytics?

See How fresh is the reporting data in DS?

DS columns and Digital Analytics tags

To collect information about a visit, Digital Analytics relies on the presence of a few different custom HTML tags on your site. When a customer completes an action, such as adding an item to a shopping cart, the tags record the event.

Each DS column displays data that was gathered from specific Digital Analytics tags. If you haven't added the tags to your site, DS cannot populate the corresponding column.

DS Column Name	Digital Analytics tag
IBM abandoned item revenue	Shop action 5
IBM abandoned items	Shop action 5
IBM abandonments	Shop action 5
IBM bounces	Page view
IBM cart additions	Shop action 5
IBM cart revenue	Shop action 5
IBM conversions	Conversion event
IBM items in cart	Shop action 5
IBM order revenue	Order
IBM orders	Order
IBM page views	Page view
IBM product views	Product view
IBM purchased items	Shop action 9
IBM purchased revenue	Shop action 9
IBM purchases	Shop action 9
IBM time spent	Page view