Audiences engage with your product through a variety of different channels. To gain a better understanding of how your users engage with your media across platforms, you may want to incorporate social media data into your reporting.
Additionally, if you’re engaging audiences through social, search, and display ads, it's possible that all 3 channels contribute to conversions on your site. If you use different conversion-tracking systems for different channels, you may be over-reporting the number of conversions. To prevent duplicate conversion counting, add your social accounts to Search Ads 360 and use Floodlight as the single solution for tracking and reporting across social, search, and display channels.
For insight into the complete cross-channel conversion funnel, starting with impressions and clicks and ending with conversions on your site, report on social performance and engagement metrics in the new Search Ads 360 experience.
Example
This example models correct attribution for a conversion spanning across search and social, and shows how conversions can be double-counted.
- A customer clicks a search ad but doesn't immediately convert.
- Later, the customer clicks a social ad and converts.
- If you've added your social accounts to Search Ads 360, the last-click attribution model attributes the conversion to the social ad. You can use other attribution models in Search Ads 360 to distribute credit to both the search and social ads.
If you haven’t added your social accounts to Search Ads 360, Search Ads 360 may give full credit to the paid search ad while the system you use to track social conversions gives full credit to the social ad. In this case, you're overcounting the number of conversions on your site, and you're missing insight into how your social and search ads work together to drive conversions. - If you import social performance and engagement metrics, you can compare impressions, clicks, and cost per action (CPA) or ROAS across your search and social campaigns.
Supported Search Ads 360 reporting features
The new Search Ads 360 supports the following reporting features for social media accounts:
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Reporting at the account, campaign, ad group, and ad level from the following tools:
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Standard Search Ads 360 reports
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Labels, and custom dimensions
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Google Analytics metrics for visits attributed to social ads
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Using custom columns to apply custom logic to the reporting data
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Audience, geographic location of presence, and cross-environment reports
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Segments and dimensions, such as dates, custom dimensions, and device, but not network type
- Using the Search Ads 360 API to upload offline conversions and attribute them to items or events in social media accounts
Supported social media
See the list of supported social media and features.
Next steps
Currently, you can create social engine accounts only in the previous Search Ads 360 experience.
Check the Experience hub to stay up to date on your available features, including bidding.
- Upload a Facebook campaign into the new Search Ads 360.
- Add tracking URLs to your Facebook ads.
- Learn how to report on social campaigns.