By integrating Delacon’s call tracking solution with Google DoubleClick Search, you can track call data from paid online advertisements managed in DoubleClick. When a lead makes a call from a website landing page after clicking on an ad, Delacon will fire a conversion event to DoubleClick search. This data can be analysed in both Delacon’s reports and in DoubleClick.
You will be able to track actions and/or transactions. An action contains the Floodlight activities that count the number of times that users have visited a particular webpage after clicking on an ad and a transaction contains Floodlight activities that track the number of sales made or the number of items purchased. You can also capture the total value of each sale.
Before you begin the integration, you will need to contact your Delacon account manager and instruct them to activate the DoubleClick Search options in the Delacon system.
You should also make sure that the DS advertiser is enabled for the conversions API. To follow the standard Google process, refer to this Google support page.
The Floodlight segment must also have been created in DoubleClick. For more information on Floodlight groups and activities, refer to this Google article.
You must provide authorisation to a standard integration email id that Delacon uses.
Please provision ‘firstname.lastname@example.org’ in the DS advertiser. Please follow the standard Google process described in this article.
Setup and Configuration via token
Login to your Delacon account using your login details.
The direct link is: https://vxml5.delacon.com.au/site/jsp/login.jsp.
2. Select Integrations
Go to the Integrations dropdown menu and select DoubleClick for Advertisers Token
3. Select the appropriate c_ID
From the Integrations: DoubleClick for Advertisers screen, select the appropriate dealer.
4. Floodlight Segment
Enter the floodlight segment name in the on-screen Step 2. Please note that the Floodlight segment name is case sensitive.
5. Conversion Type
For the on-screen step 3, select the type of conversion. Action conversions use default values – in which case you can proceed to the on-screen step 6. If you select transaction, then you will need to enter the conversion value and the currency code for your region. If the desired currency is not in the list, contact Delacon Support via email at email@example.com.
6. Add New Mapping
If ‘firstname.lastname@example.org’ has been already provisioned in the DS advertiser, then click on ‘Add new mapping’. Alternatively, click ‘Authorise’ to obtain authorisation.
Please verify DS API enablement based on the following Google URL:
Search for "Activate the conversion API" and follow the steps.
7. Google Account
If you are not logged into Google, then the Google login screen will open. Click on the Accept button and you will be returned to the successful integration screen.
8. Refresh Mapping
Refresh the portal screen and the new mapping will display under Current Mappings.
*Please note that ‘segment name’ is in reference to 'activity group tag string'.
Adding keyword value track parameter at a template level
In April 2014, Google removed the keyword query from the referrer information. The referrer is a URL that identifies where a user who visits a web page came from and can include such information as the exact keywords a user put into a search engine.
Marketing teams regularly use this data to optimise online campaigns and identify additional keywords.
In most cases, Delacon’s call tracking solution uses this query in the referrer to obtain keyword data.
You can now setup your keyword value track parameter at a template level. This allows you to set this up once only, and not for multiple ads.
Please follow below steps:
Login to your DoubleClick account
Find and click on the URL Templates menu
Add the following URL parameter:
Analysing call data in DoubleClick
Once you’ve completed the integration, it’s a good idea to ensure that call tracking data is being sent into DoubleClick. Here are the steps to test the integration and where to see call tracking data in DoubleClick and Delacon’s reports.
1. Login to DoubleClick
Login to your DoubleClick account.
2. Adding the Columns
Click on the columns tab. Add Clickserver URL and Landing Pages to the selected columns by clicking on the + next to each column option. Click ‘Apply’ to finalise.
3. Make a Test Call
Copy a Clickserver URL from your DoubleClick campaign and paste it in your browser. Make a test call to the number displayed on the landing page.
4. Login to Delacon
Login to the Delacon reports. Click on the Reporting tab and open the Detailed Call Report.
5. Adjust the Date Range
Change the date range to an appropriate date.
6. Match the gclid URL
The Delacon call report will display the details of the call including the gclid URL from DoubleClick.
7. Call data in Doubleclick
In DoubleClick you will see call data entered as a transaction. The floodlight activity name you entered in the configuration in Delacon’s system will appear in the Floodlight activity column.