Analytics and Advertising Cloud

Adobe Advertising Cloud is natively integrated with Adobe Analytics, so if you use both products, you can use data to power your advertising more easily and efficiently. The integration allows you to analyze the impact of your targeting strategies—deep within paid media and broad across marketing channels.


Data-driven advertising just got easier.

Advertising technology today is evolving faster than ever, and data is at the center of that evolution. Clear, robust data helps advertisers gain a complete picture of how ads are performing and where to improve them. Without seamless, powerful data-driven advertising, it’s nearly impossible to stay ahead of the competition—especially if they’re making strides to put data and customers at the center of their ad experiences.

To meet this need, Adobe Advertising Cloud DSP and Adobe Analytics have a bidirectional data integration. This way, Advertising Cloud can send DSP performance metrics—like clicks, cost, and impressions—to Analytics, as well as metadata for Advertising Cloud tracking codes. This enhances reporting and analysis within Analysis Workspace in Analytics. Then, Analytics can capture these tracking codes in real time and pass them back to Advertising Cloud for site engagement and conversion metrics. All of this culminates in you being able to use these metrics for algorithmic bidding optimization and reporting. This bidirectional data integration enhances analysis and reporting within Analysis Workspace in Analytics, with 6–24% greater data fidelity over external connectors.

See what makes it work.

See what makes it work.

Bi-Directional Data Feeds
On an hourly basis, Analytics will send site traffic metrics as well as any Analytics events to Advertising Cloud. These metrics will then run through the Advertising Cloud attribution system to connect the conversions to the click and impressions history. Then, those metrics will go into either Advertising Cloud Search, Advertising Cloud DSP, or both.

Viewthrough JavaScript Enhancement
Analytics will call Advertising Cloud to look up if a user saw or clicked on an ad that led to on-site activity. If either a clickthrough or viewthrough should be recorded, this information is passed to Analytics, which then records the appropriate action.

Click URL Tracking
Advertising Cloud automatically appends tracking code macros to click URLs. This lets Analytics code pick up the data from the URL and track clickthroughs.

More Information

A deeper integration for better advertising.

A deeper integration for better advertising.

Read more about the integration between Advertising Cloud DSP and Analytics in our blog post, and learn more about what you can do with it.

Go to the blog

 

The best experiences are built on integration.

When you integrate your analytics, audiences, and advertising, you start to truly succeed. Read more in our article Good Things Come in Threes. Like Advertising, Audiences, and Analytics.

The best experiences are built on integration.

See related features

Advanced campaign management

Simplify the creation and update of search-campaign structures with intuitive workflows and tools for automatic creation, dynamic editing, and campaign reporting that work across engines, including Google, Bing, Yahoo, and Yandex.

Intuitive search workflows

Quickly navigate, preview, and troubleshoot your search campaign setup. You can also reduce time-consuming, manual processes with bulk editing tools like an easy-to-use editing pane, flexible scheduling, and simple copy-and-paste functionality with Microsoft Excel.

Cross-screen planner

Plan and buy advertising across screens and formats. Ingest existing TV and digital plans or a combination of data sets to determine the optimal inventory mix and budget allocations by channel, then accurately measure reach, frequency, and impact.

Let’s talk about what Adobe Advertising Cloud can do for your business.

Let’s talk about what Adobe Advertising Cloud can do for your business.