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:
- Inform your Delacon Account Manager or Delacon Support that you want to setup the SA360 integrations
- Grant Delacon user access to post-offline conversions to your SA360 account via SA360 API
- Set up your Floodlight activities and custom variables via DoubleClick Campaign Manager
- Delacon Required Steps
- Inform Delacon of Completed Setup
- Customer Support
------------------------------------------------------------------------------------------------------------
Step 1 - Inform your Delacon Account Manager or Delacon Support that you want to setup the SA360 integrations, so that we can enable the integration for your portal and also guide you through the steps.
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 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
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:
DoubleClick Floodlight Activity |
Note: These are only examples. You should discuss the naming conventions with Delacon in advance of setup. |
Call Ext- Support |
|
Call Ext - Sales |
|
Call Ext - Account |
|
Call Ext - Billing |
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.
- Advertiser settings >> Floodlight activity groups >> New: “Delacon”
- Advertiser settings >> Floodlight activities >> +New : “[Insert Name of Floodlight Activity from 3. Above]”*
Without IVR’s
Floodlight Activity Group |
Floodlight Activity |
Delacon |
Call Ext Conversion : Brand / Business Unit A |
Delacon |
Call Ext Conversion : Brand / Business Unit B |
With IVR’s
Floodlight Activity Group |
Floodlight Activity |
Delacon |
Call Ext - Sales [If ivr then ivr=#] |
Delacon |
Call Ext - Support [If ivr then ivr=#] |
Delacon |
Call Ext - Account [If ivr then ivr=#] |
3.b 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
Custom Variable Number |
Custom Variables Name |
Description |
Type of custom variable |
U22 |
Call Duration Delacon |
Shows a call’s duration in seconds. For example, 120, represents 2 minutes |
String |
U23 |
DTMF Description Delacon |
Provides description of IVR menu options selected by a caller which represent the caller intention. E.g.: Sales, Billing, Accounts, Support |
String |
U21 |
Call ID Delacon |
A unique Id is given to each call for easy identification of individual calls (sent by default) |
String |
U24 |
Business Name Delacon |
A name can be assigned to each number which is then displayed in the reports. For example: “Business Unit A” |
String |
U25 |
CID Delacon |
Easy identification of individual Business Name |
String |
U26 |
MID Delacon |
Easy identification of an account number |
String |
U27 |
Business Category Delacon |
An industry or category can be added against each number and included in the reporting. For Example: “Website” |
String |
U30 |
Call Duration Tag |
Grouping calls based on duration example: 1min-5mins; 5mins+, etc |
String |
To create or edit a custom variable:
Prior to commencing this steps please inform Delacon Support and your account manager
- Go to the Delacon Floodlight configuration tab, then click Custom Floodlight variables.
- For each custom variable you want to create or edit, enter a custom variable name above
- 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:
- Login to Search Ads 360
- Select the relevant Agency and Advertiser
- To check custom variables, select the following items: Advertiser settings >> Floodlight >> Custom Floodlight Variable
- 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. Within the metric choose Actions
- 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. 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. Ensure that you have completed the step to add ds@delaconcorp.com to your advertiser agency account.
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
Comments
0 comments
Please sign in to leave a comment.