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Managing Campaigns

Home > English > Managing Campaigns > Dimensions > How To Articles: Dimensions > Tracking Performance with Dimensions

Tracking Performance with Dimensions

Introduction

Ever wanted to find new ways to track the performance of your campaigns? With the Platform's Dimensions feature, you can do just that.

In this article, we'll offer some valuable strategies for using dimensions to measure the impact of various changes to your account and the campaigns it contains. 

If you're new to the world of Dimensions, be sure to read our comprehensive Support Center article introduction before you read on. Please also note that this feature is designed for clients using Marin Bidding.

What can dimensions track?

Dimensions can be created to help you track performance increases for various metrics within the Platform, including:
 

  • Bid changes
     
  • Keyword expansion
     
  • Negative keyword expansion
     
  • Creative tests
     
  • Budget changes
     

Dimensions can also be used to track performance of keyword sets that do not have any changes (to be used as a 'control' set).

Before measuring lift, it is important to determine which metrics to look at based on your specific goals. It is common to want more revenue with less ad spend. However, when determining lift, it is important to consider which metric is the most important.

Examples of specific goals (and the metrics to look at):
 

  • Maximize conversions while maintaining constant spend
     
  • Keep revenue constant while decreasing spend

How to create dimensions and tag groups

To measure lift from automated bidding, you'll need to create a new dimension and tag your groups:
 

  1. Navigate to Admin > Dimensions > Create + and create a new dimension called: 'AutoBid_Results'.
     
  2. On the first day bids are trafficked, add a dimension tag to all the groups in the trafficked folder(s) called: 'Bidding_Phase1_mmmdd_yyyy'. 
     
  3. Click into a trafficked folder, then select all groups on all pages and click Edit. Next, select the dimension AutoBid_Results and type in 'Bidding_Phase1_mmmdd_yyyy'.
     

You can repeat the process above for any folder that is actively being trafficked. 
 

Note: Traffic Folders operate in 'phases' so performance can be compared against sets of groups that are not using automated bidding (referred to as a 'control') and to minimize spend opted into a new feature that may require settings adjustments.

Setting up Your control folder

For the lift to be measured correctly, you'll need to set up your automated bidding control folder. To do that, follow these steps:
 

  1. Add a dimension tag called 'Control' to the remaining Groups that are similar to those opted into automated bidding.
     
  2. Click into a non-trafficked folder, select all groups on all pages (using the super-select checkbox).
     
  3. Click Edit, then select the dimension AutoBid_Results and type in 'Control'.
     

Repeat above for non-trafficked Folders containing similar Groups to the trafficked Folder (e.g., Search Groups).

Note: Folders not trafficked in the initial phase can serve as a valid ‘Control’ for comparison if the performance from keywords in those folders are expected to have the same seasonal changes as the keywords in the trafficked folder(s).

It is recommended to compare only non-trademark search vs. other non-trademark search, content vs. content, etc., to ensure a more 'apples to apples' type of comparison.

Going forward

When you add any new trafficked folders, follow these steps to continue using dimensions to track lift:
 

  1. On any days where additional folders are trafficked, add a dimension tag to all the Groups in the trafficked Folder(s) tagging with the appropriate dimension tag (e.g., 'Bidding_Phase2_mmmdd_yyyy').
     
  2. Click into the trafficked folder, select all groups on all pages, click Edit, then select dimension AutoBid_Results and type 'Bidding_Phase2_mmmdd_yyyy'.
     

  3. Repeat above for any trafficked folder.
     

Note: Applying the steps above is important for being able to measure lift, especially if users remap groups to folders at later times (making the folder view inappropriate for measuring lift). The dimension tags will remain consistent, regardless of where the groups are mapped.

Monitoring your performance

Once you've set up the above, you'll want to monitor the performance as you go forward. Here's how you do it:
 

  1. Start looking at metrics from the first day after trafficking a folder (the first full day using calculated bids). Measure roughly 1-2 weeks after trafficking a folder (most changes in performance occur during this initial period), unless there is significant latency (days between the paid click and the conversion).

    This time span is referred to as the Test period. If there is significant latency, (e.g. on average there are 10 days between a click and conversion), then adjust the test period accordingly.

     
  2. It is recommended to compare changes vs. prior week (or prior months if there is monthly seasonality). This time span is referred to as the Baseline period, and is typically the same number of days as the Test period.
     
  • If there were unusual events during the baseline or test periods (e.g. data issues, promotions that only affected the test or control ad groups) these days should be removed (and the corresponding day of week from either the test or control).

Additional notes

  • The process outlined above can be very tricky, so please do speak with your Platform representative if you're at all apprehensive about setting things up. 
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