{"id":22670,"date":"2020-03-10T08:12:01","date_gmt":"2020-03-10T08:12:01","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=22670"},"modified":"2025-04-02T10:40:54","modified_gmt":"2025-04-02T08:40:54","slug":"enredados-en-display","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/","title":{"rendered":"enREDados en Display. Keys to measure the impact of our strategy."},"content":{"rendered":"<p style=\"text-align: left;\">For those who are not familiar with this type of campaign, the first thing is a definition: <em>the display network is a group of more than 2 million online locations (websites, applications and videos) where we can show our ads managed by the Google Ads platform.<\/em><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#Entonces_%C2%BFcomo_sabemos_si_nuestra_red_de_Display_esta_funcionando\" >So how do we know if our Display network is working?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#1_Metricas_de_branding_o_reconocimiento_de_marca\" >1. Branding or brand recognition metrics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#A_tener_en_cuenta%E2%80%A6\" >To be considered...<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#Los_pasos_son\" >The steps are:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#Tambien_podemos_crearlos_de_0_en\" >We can also create them from 0 in:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#Analizando_KPIs\" >Analyzing KPI's<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#2_Metricas_de_engagement_o_interaccion_con_el_anuncio\" >2. Engagement or interaction metrics with the advertisement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#3_Metricas_de_respuesta_directa_o_conversion\" >3. Direct Response or Conversion Metrics<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/entangled-in-display\/#Por_ultimo_2_informes_mas\" >Finally, 2 more reports:<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p style=\"text-align: left;\">That said, it is important to be aware of the attitude a user has when they are impacted by our creativity; <em>normally <strong>passive<\/strong><\/em>\u00a0<em>(contrary to what happens in the search network).\u00a0<\/em>Therefore, the success of our display advertising <strong>depends to a large extent on the point in the funnel<\/strong> conversion point where the customer is located.<\/p>\n<p>In conclusion, the Display network is not as converting as the Google Shopping comparator; <em>to measure its impact\u00a0<strong>we need more education time<\/strong>.<\/em> We have to see this strategy as an intermediate step located in the <strong>top of funnel<\/strong>;\u00a0<em>in a phase of attraction,<\/em><em>\u00a0traffic generation<\/em>,<em> interaction and creation of links with the client.<\/em><br \/>\nWell planned and in conjunction with the rest of the campaigns, it serves to guide the consumer towards the final part of the process, <em>either to convert with a call to action, or to build loyalty with an increase in sales volume through upselling and cross-selling.\u00a0<\/em><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Entonces_%C2%BFcomo_sabemos_si_nuestra_red_de_Display_esta_funcionando\"><\/span>So how do we know if our Display network is working?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Certainly we can't stick strictly to direct conversion. However, there are 3 large blocks of KPI's to draw conclusions about our results on the display network:<\/span><\/p>\n<ol style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Branding or brand recognition.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engagement or interaction with the ad.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Direct response or conversion.<\/span><\/li>\n<\/ol>\n<h3 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"1_Metricas_de_branding_o_reconocimiento_de_marca\"><\/span><span style=\"font-weight: 400;\">1. Branding or brand recognition metrics<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">By following up on the\u00a0<\/span><strong>activity in searches for our brand.<\/strong><span style=\"font-weight: 400;\"> We monitor it from Google Analytics.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">How? Configuring<strong> one channel for the Brand terms and one channel for the<\/strong><\/span><b>\u00a0generic<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In Manage &gt; Channel settings &gt; Manage brand terms. We proceed with all the steps and get two channels:<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Search for branded payment<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Generic payment search<\/span><\/li>\n<\/ul>\n<h3 style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-22759\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost1.png\" alt=\"Brand terms in Analytics channels\" width=\"1306\" height=\"851\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost1.png 1306w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost1-300x195.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost1-1024x667.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost1-768x500.png 768w\" sizes=\"(max-width: 1306px) 100vw, 1306px\" \/><\/span><\/h3>\n<h4 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"A_tener_en_cuenta%E2%80%A6\"><\/span><span style=\"font-weight: 400;\">To be considered...<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Include incorrectly spelled forms of the mark such as.<\/span><i><span style=\"font-weight: 400;\"> 'gugel'.<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do not write variations of capital letters: <em>does not distinguish it and we would duplicate it.\u00a0<\/em><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Matching is<\/span><i><span style=\"font-weight: 400;\"> 'contains <\/span><\/i><span style=\"font-weight: 400;\">y\u00a0<\/span><span style=\"font-weight: 400;\">we should not implement plural. <\/span><i><span style=\"font-weight: 400;\">For example, Google matches both Google and Google Ads.<\/span><\/i><\/li>\n<\/ul>\n<h4 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Los_pasos_son\"><\/span><span style=\"font-weight: 400;\">The steps are:<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add brand terms<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Continue with the wizard to finish<\/span><\/li>\n<\/ol>\n<h4 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Tambien_podemos_crearlos_de_0_en\"><\/span><span style=\"font-weight: 400;\">We can also create them from 0 in:<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ol style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Manage &gt; Channel configuration &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping &gt; Channel grouping\u00a0<\/span><\/li>\n<\/ol>\n<h3 style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22760\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost2.png\" alt=\"New channels in Google Analytics\" width=\"1470\" height=\"855\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost2.png 1470w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost2-300x174.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost2-1024x596.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost2-768x447.png 768w\" sizes=\"(max-width: 1470px) 100vw, 1470px\" \/><\/span><\/h3>\n<p>Define a new channel &gt; <b>System-defined channel &gt; Payment search<\/b>.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-22761\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost3.png\" alt=\"New channel for Google Analytics\" width=\"1238\" height=\"810\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost3.png 1238w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost3-300x196.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost3-1024x670.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost3-768x502.png 768w\" sizes=\"(max-width: 1238px) 100vw, 1238px\" \/><\/p>\n<p>We check the option <b>Y<\/b>. In the second dropdown\u00a0<b>Type of request &gt; Brand <\/b>o<b> Generic <\/b><i>(As applicable).<\/i><\/p>\n<h3 style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22762\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost4.png\" alt=\"Brand queries in PPC channel\" width=\"1184\" height=\"648\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost4.png 1184w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost4-300x164.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost4-1024x560.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost4-768x420.png 768w\" sizes=\"(max-width: 1184px) 100vw, 1184px\" \/><\/span><\/h3>\n<p>It is essential to mark the start date of our Display campaigns in the Google Analytics interface in order to begin to <strong>draw conclusions after time has passed<\/strong> corresponding.<\/p>\n<h3 style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22763\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5.png\" alt=\"Creation of notes in Analytics interface\" width=\"1674\" height=\"162\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5.png 1674w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5-300x29.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5-1024x99.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5-768x74.png 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost5-1536x149.png 1536w\" sizes=\"(max-width: 1674px) 100vw, 1674px\" \/><\/span><\/h3>\n<h4 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Analizando_KPIs\"><\/span><span style=\"font-weight: 400;\">Analyzing KPI's<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li style=\"text-align: left;\"><span style=\"font-weight: 400;\">The number of <\/span><b>new users<\/b><span style=\"font-weight: 400;\">\u00a0is a good measure to determine the performance of the display network in terms of brand awareness.<\/span><\/li>\n<li>Impressions are also used as a measure of notoriety, but we recommend that you pay particular attention to the <b>visible impressions in Google Ads metrics.<\/b><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">An advertisement is considered visible when at least 50% of its surface is displayed for at least one second.<em>\u00a0on display<\/em>\u00a0and at least two seconds <em>in the case of video<\/em>. Thus, the system can determine how often our image appears in positions visible to users.\u00a0<\/span><\/p>\n<h3 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"2_Metricas_de_engagement_o_interaccion_con_el_anuncio\"><\/span><span style=\"font-weight: 400;\">2. Engagement or interaction metrics with the advertisement<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">They are probably more important in YouTube than in the Display network because<\/span><span style=\"font-weight: 400;\">\u00a0serve to measure 'actions' with respect to our campaigns.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">When a user touches ads such as\u00a0<\/span><b>lightbox.<\/b><\/li>\n<li>Clicks to the website.<\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">And in the case of video, clicks to an external link.<\/span><span style=\"font-weight: 400;\"> (teaser or card type), <\/span><span style=\"font-weight: 400;\">view 10 seconds or expand ads with Shopping catalog format.<\/span><\/em><\/li>\n<\/ul>\n<h3 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"3_Metricas_de_respuesta_directa_o_conversion\"><\/span><span style=\"font-weight: 400;\">3. Direct Response or Conversion Metrics<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">conversions <strong>post-printing<\/strong><\/span><span style=\"font-weight: 400;\"><strong> and post-click<\/strong>\u00a0 are often less used than direct conversions;<\/span><span style=\"font-weight: 400;\">\u00a0<em>but they are the foundation for measuring the contribution of display advertising, informing where the user sees the ad if they then convert through another channel.<\/em><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">At this point we would like to mention the possibility of <\/span><b>create a custom attribution model<\/b><span style=\"font-weight: 400;\"> by means of the <em>Model Comparison Tool<\/em>. Depending on their configuration, we can see their impact on revenue volume.<\/span>\u00a0We explain it in detail:<\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22769\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6.png\" alt=\"Comparison of attribution models\" width=\"1902\" height=\"648\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6.png 1902w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6-300x102.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6-1024x349.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6-768x262.png 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost6-1536x523.png 1536w\" sizes=\"(max-width: 1902px) 100vw, 1902px\" \/><em>First example.<\/em> If the\u00a0<\/span><b>channel grouping' matches exactly Display <\/b>or if the traffic is coming from a specific Google Ads campaign called Display<span style=\"font-weight: 400;\">The distribution of ordinary merit does not seem fair to us. In this strategy, we want to give a higher weight to the first click, so we modify the values in the interactions by distributing a 50% in the first, a 20% in the second and a 30% in the last click.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22784\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost7.png\" alt=\"Different attribution model to compare Display\" width=\"595\" height=\"621\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost7.png 595w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost7-287x300.png 287w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/span><\/p>\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\"><em>Second example<\/em>. If the\u00a0<\/span><b>format of the advertisement is an 'image<\/b><span style=\"font-weight: 400;\"> and in addition, the number of pages viewed by the customer is higher than 3, we give half a point more credit, since we value this visit as a better quality traffic.\u00a0<\/span><\/p>\n<h4 style=\"text-align: left;\"><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-22785\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost8.png\" alt=\"Configuration of a new attribution model\" width=\"602\" height=\"739\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost8.png 602w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost8-244x300.png 244w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/span><\/h4>\n<p>Subsequently, through the <strong>Model comparison tool, <\/strong>it is possible to see how these changes influence the volume of revenues.<\/p>\n<h4 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Por_ultimo_2_informes_mas\"><\/span><span style=\"font-weight: 400;\">Finally, 2 more reports:<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Multichannel funnels &gt; <strong>C<\/strong><\/span><strong>ssisted investments<\/strong><span style=\"font-weight: 400;\"> to measure the number of times the display network has been involved in final conversions.\u00a0<\/span><b><\/b><\/li>\n<\/ul>\n<p><b><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-22796 alignnone\" src=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9.png\" alt=\"Assisted conversions in Google Analytics\" width=\"1907\" height=\"436\" srcset=\"https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9.png 1907w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9-300x69.png 300w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9-1024x234.png 1024w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9-768x176.png 768w, https:\/\/www.geotelecom.mx\/wp-content\/uploads\/2020\/03\/Imagenpost9-1536x351.png 1536w\" sizes=\"(max-width: 1907px) 100vw, 1907px\" \/><\/b><br \/>\nWe explain concepts:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\">Assisted conversions and their value are the number of sales and conversions in which you participated as a channel, unless the interaction was final.<\/li>\n<li style=\"font-weight: 400;\"><b>Last click or direct interaction conversions <\/b>are<span style=\"font-weight: 400;\">\u00a0the number of conversions that the channel <\/span><span style=\"font-weight: 400;\">closed or completed.<\/span><\/li>\n<li style=\"font-weight: 400;\"><strong>Last click or direct assisted conversions <\/strong>is a<span style=\"font-weight: 400;\">\u00a0general channel function. If it is close to 0, the channel completes more sales than it contributes. If it is close to 1, it contributes and closes in the same proportion.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Multichannel funnels &gt; <\/span><b>main conversion routes <\/b>to contrast the rest of the reports:\u00a0<em>How many routes does Display participate in? What interaction position does it usually occupy? Is it among the main conversion routes?<\/em><\/li>\n<\/ul>\n<p><em>Did you find this information useful? What other reports do you use to measure the impact on the Display network?<\/em> Remember <a href=\"https:\/\/www.geotelecom.mx\/en\/contact-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">contact our team<\/a>\u00a0for any questions ?<\/p>","protected":false},"excerpt":{"rendered":"<p>For those who are not familiar with this type of campaign, the first thing is a definition: the display network is a group of more than 2 million online locations (websites, applications and videos) where we can show our ads managed by the Google Ads platform.\nThat said, it is important to be aware of the attitude that a user has when he is impacted by our creative; usually passive (contrary to what happens in the search network). Therefore, the success of our display advertising depends largely on the point in the conversion funnel where the customer is.\nIn conclusion, the Display network is not as converting as the Google Shopping comparator; to measure its impact we require more education time. We have to see this strategy as an intermediate step located at the top of the funnel; in a phase of attraction, traffic generation, interaction and creation of links with the customer.\nWell planned and in conjunction with the rest of the campaigns, it serves to guide the consumer towards the final part of the process, either to convert with a call to action, or to build loyalty with an increase in sales volume through upselling and cross-selling.\nSo how do we know if our Display network is working?\nCertainly we can't stick strictly to direct conversion. However, there are 3 main blocks of KPI's to draw conclusions about our results in the display network:\n\n \tBranding or brand recognition.\n \tEngagement or interaction with the ad.\n \tDirect response or conversion.\n\nBranding or brand recognition metrics.\nTracking the search activity of our brand. We monitor it from Google Analytics.\nHow? By configuring a channel for Brand terms and a channel for generic terms.\nIn Manage &gt; Channel Settings &gt; Manage Brand terms. We proceed with all the steps and we get two channels:\n\n \tBrand payment search\n \tGeneric payment search\n\n\nPlease note...\n\n \tInclude incorrectly spelled forms of the brand name such as 'gugel'.\n \tDo not write variations of capital letters: it does not distinguish it and we would duplicate it.\n \tThe match is 'contains' and we should not implement plural. For example, Google matches both Google and Google Ads.\n\nThe steps are:\n\n \tAdd the brand terms\n \tContinue with the wizard to finish\n\nWe can also create them from 0 in:\n\n \tManage &gt; Channel Configuration &gt; Channel grouping &gt;\n\n\nDefine a new channel &gt; System defined channel &gt; Payment search.\n\n\nCheck the Y option. In the second drop-down menu Type of query &gt; Brand or Generic (depending on the case).\n\nIt is essential to mark the start date of our Display campaigns in the Google Analytics interface to start drawing conclusions once the corresponding time has elapsed.\n\nAnalyzing KPI's\n\n \tThe number of new users is a good measure to determine the performance of the display network in terms of brand awareness.\n \tImpressions are also used as a measure of awareness, but we recommend paying special attention to the impressions visible in Google Ads metrics.\n\nAn ad is considered viewable when at least 50% of its surface appears for at least one second in display and at least two seconds in the case of video. Thus, the system can determine how often our image appears in visible positions for users.\n2. Engagement or interaction metrics with the advertisement\nThese are probably more important in YouTube than in the Display network because they are used to measure 'actions' with respect to our campaigns.\n\n \tWhen a user touches lightbox ads.\n \tClicks to the website.\n \tAnd in the case of video, clicks to an external link (teaser or card type), viewing 10 seconds or expanding ads with Shopping catalog format.\n\n3. Direct response or conversion metrics\nPost-impression and post-click conversions are often less used than direct conversions, but they are the basis for measuring the contribution of display advertising, reporting where the user sees the ad if he then converts through another channel.\nAt this point we would like to mention the ability to create a custom attribution model via the 'Model Comparison Tool'. Depending on its configuration, we can see its impact on the revenue volume. We explain it in detail:\n\n \tFirst example. If the 'channel grouping' coincides exactly with Display or if the traffic comes from a specific Google Ads campaign called Display, the ordinary merit share does not seem fair to us. In this strategy, we want to give a higher weight to the first click, so we modify the values in the interactions by distributing a 50% on the first, a 20% on the second and a 30% on the last click.\n\n\nSecond example. If the ad format is an 'image' and also, the number of pages viewed by the customer is more than 3, we give half a point more credit, since we value this visit as a better quality traffic.\n\nSubsequently, using the Model Comparison Tool, it is possible to see how these changes influence the revenue volume.\nFinally, 2 more reports:\n\n \tMultichannel Funnels &gt; Assisted Conversions to measure the number of times the display network has been involved in final conversions.\n\n\nWe explain concepts:\n\n \t\n\n \tAssisted conversions and their value are the number of sales and conversions you participated in as a channel, unless the interaction was final.\n \tLast-click or direct interaction conversions are the number of conversions that the channel closed or completed.\n \tLast-click or direct assisted conversions is a general channel function. If it is close to 0, the channel completes more sales than it contributes. If it is close to 1, it contributes and closes in the same proportion.\n\n\n\n\n \tMultichannel funnels &gt; main conversion paths to contrast the other reports: How many paths does Display participate in? What interaction position does it usually occupy? Is it among the main conversion paths?\n\nDid you find this information useful? What other reports do you use to measure the impact on the Display network? 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