DoubleClick/Search Ads 360 Integration (For Call Extensions only)

We are excited to get you started on your Search Ads 360 (SA360) integrations for Call Extensions with Delacon. Follow the steps in this guide to enable Delacon to upload your matched call tracking conversion data to your SA360.

In order for Delacon to collect the relevant data and deliver it to your SA360 account, you will complete the following 6 steps:

1. Inform your Delacon Account Manager that you want to setup the SA360 integrations
2. Grant Delacon user access to post-offline conversions to your SA360 account via SA360 API
3. Set up your Floodlight activities and custom variables via DoubleClick Campaign Manager
4. Delacon Required Steps
5. Inform Delacon of Completed Setup 
6. Customer Support

Step 1 - Inform your Delacon Account Manager that you want to setup the SA360 integrations

Step 2 - Grant Delacon user access to post-offline conversions to your SA360 account via SA360 API

You will need to provide Delacon with either agency or advertiser manager access under the permission section of the page*, email address to be granted for user access is ds@delaconcorp.com ; *please refer to SA360 outline how to add an access https://support.google.com/searchads/answer/6051717?hl=en

Step 3 - Set up your Floodlight activities and custom variables via Campaign Manager

Please be aware that this step needs to be completed at your DoubleClick Campaign Manager platform.

Floodlight activities are used in DoubleClick to group conversions by products, product groups, customer types, conversion channels or any other meaningful structure. This enables DoubleClick Campaign Manager reporting to filter advertising campaign conversions.

If your offline conversions goal is to track how your customer interacts with your call center, progresses through an IVR and corresponding sales & leads, your mapping may look like:  

3.a Creating the Floodlight activities and custom variables in DoubleClick Campaign Manager

Create new Floodlight activities (conversion tags) for Delacon to push data to SA360. Please note the below ‘activity’ is an example, advertisers can create any name for labels and send to Delacon. See suggested naming convention below. For each action that you would like to track, you should create a new Floodlight Activity; more specifically, there should be a one-to-one relationship between each IVR option or signal during a call and the DoubleClick Floodlight activity. 

There are no restrictions on minimum/maximum quantity of conversion labels.

1. Advertiser settings >> Floodlight activity groups >> New: “Delacon”
2. Advertiser settings >> Floodlight activities >> +New : “[Insert Name of Floodlight Activity from 3. Above]”* 

Without IVR’s
 

With IVR’s 

3.b Creating the Floodlight Custom Floodlight Variables in DoubleClick Campaign Manager

Custom Floodlight variables enable you to capture additional valuable information beyond just a phone call conversion that you collect with standard parameters via the Floodlight tag.

Custom variables use the (case sensitive) keys u1, u2 etc. Please make sure to add user-friendly, simple names to your custom floodlight variables to make these parameters easier to understand and interpret in reports.

The following are available items you can use as custom variables

You can specify any U variable as needed, below are example custom variables only

To create or edit a custom variable:

Prior to commencing this steps please inform Delacon Support and your account manager

1. Go to the Delacon Floodlight configurationtab, then click Custom Floodlight variables.
2. For each custom variable you want to create or edit, enter a custom variable name above
3. Choose string for all the custom variables types.

There are a few considerations for variable values:

• There is no character limit for custom variables, but remember that the length of your variables adds to the total length of the URL in the user's browser. This is important because total URL length is limited in some browsers. For example, Internet Explorer has a maximum URL length of 2,048 characters. If your custom variable is very long, it may make the URL too long.
• String variables do not accept the following characters: ", <, > or #.
• Number variables use a decimal point (.) as a separator, such as 3.5.
• Special characters need to be URL encoded to avoid processing issues.
• Save.

Once you have created Floodlight tags and custom variables within DoubleClick Campaign Manager as per the above steps, all relevant data flows through to Search Ads 360 by default.

Please see the following steps to find Delacon data within your Search Ads 360:

1. Login to Search Ads 360
2. Select the relevant Agency and Advertiser
3. To check custom variables, select the following items: Advertiser settings >> Floodlight >> Custom Floodlight Variable 
4. To enable the custom variables you will need to add/use the relevant custom variables in the Delacon floodlight tag, select the following items: Columns >> Custom Conversions >> Floodlight >> + NEW COLUMN >> Select floodlight activities >> search and add Delacon floodlight tags
5. 5. Within the metric choose Actions
6. 6. Within custom dimension filter, you could add a specific custom variables created previously above, example: call duration tag "5mins+" only to show calls above 5 minutes as the conversion
7. 7. Save

Step 4: Delacon Required Steps

Once the set up within SA360 has been completed, we need to complete the set up within Delacon system.

Please inform Delacon Support or Account Manager to help you to complete the below process

Step 1. Login to Delacon portal >> Integrations >> DoubleClick Search or click on the following link https://pla.delaconcorp.com/siteui/configuration/dctokenofl

Step 2 - Click on 'Add New Mapping' followed by 'Yes' in the pop up box:

Step 3 - Select Relevant Service ID (one at a time) by marking the check box:

Step 4 - Enter in the following details:

• Agency ID
• Advertiser ID
• Segment Name (Floodlight Activity Name), must match the Floodlight segment name in DoubleClick 

Step 5 - Enter the conversion value.  This is set by you and is determined by how much value you place on a call conversion. We recommend a value of '1':

Step 6 - Enter in the Conversion Type:

• Action = Call is received
• Transaction = Value attributed to that call conversion 

Step 7 - Select the conversion currency:

Step 8 - Click on 'Add New Mapping':

Step 9 - Repeat this process for other CIDs/Services.

Example report from SA360

The following is an example report to show which campaigns, adgroups and keywords are generating sales calls, support calls as well as sales calls above 10 minutes.

Please note that when setting up Call Extensions, each Call Extension will have a separate CID.

If you have any questions please do not hesitate to contact Delacon Support or your Account Manager