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

• You will need to provide Delacon with either agency or advertiser manager access under the permission section of your SA360 account. Please refer to this support page for more info on how to add an access https://support.google.com/searchads/answer/6051717?hl=en
• email address to be granted for user access is ds@delaconcorp.com 

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:  

2a 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 

2b Creating 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 configuration tab, 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

Once the setup within SA360 has been completed, the details need to be mapped against the Delacon service in the Delacon system.

Step 1

Complete the Adwords Call Extension integration as outlined in this guide.

Step 2

Log into the Delacon portal and navigate to Configuration > Integrations > Search Ads 360

or click on the following link https://pla.delaconcorp.com/siteui/configuration/dctokenofl

Step 3

Click on 'Add New Mapping' followed by 'Yes' in the pop up box. Ensure that you have completed the step to add ds@delaconcorp.com to your advertiser agency account. 

Step 4

Select the relevant Service IDs by marking the check box. You can select multiple services at once that will be mapped against the same floodlight.

Step 5

On the right hand side, enter in the following details:

• Agency ID - click on the little "i" symbol for more guidance on where to find the Agency ID
• Advertiser ID - click on the little "i" symbol for more guidance on where to find the Advertiser ID
• Segment Name (Floodlight Activity Name), must match the Floodlight segment name in DoubleClick 
• Conversion Value - this will translate into a dollar value for each conversion (call). We recommend a value of '1'

• Conversion Type

  • Action = Call is received (recommended)
  • Transaction = Value attributed to that call conversion 
• Conversion Criteria - A conversion criteria can further specify which calls are pushed against each floodlight. Possible criteria are for example IVR options or call duration. For more info on possible criteria, please review this FAQ. Contact the Delacon Support team for assistance in setting these up.
• Conversion Currency - the currency of the conversion value

Step 6

Click on 'Add New Mapping'.

Below the integration mappings, you will have a menu to map the custom variables set up under Step 2.

Add a new custom definition

Click on the 'Add New Custom Variable button'.

• add the DCM variable (U-variable) as set up in SA360
• From the drop-down menu, select the corresponding Delacon parameter, eg. Service Name
• for Type, set the toggle to:
  • Metric - for any custom definitions that carry numerical data (eg call duration0
  • Dimensions - for any custom definitions that carry text data (IVR description)
• add any custom functions

This will add the configuration and will be shown as below:-

Edit and Remove existing custom definition

You can edit or remove any existing custom definitions by clicking on the respective buttons.

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.