Cross-posted from the DoubleClick Search blog

With online advertising expanding across different ad formats, new devices, and multiple channels, it’s no surprise that reporting continues to be a challenge for marketers. In fact, 69% of business and technology leaders have pinpointed the inability to gather, understand, and act on all the data about their customers as a leading challenge(1). To answer this growing complexity, we at DoubleClick have been focusing on developing the right tools to power your business with all the insights you need. We’ve recently introduced ways we’re making reporting on all your data easy, to help drive insights exactly when you want them, where you want them. Today, we’re excited to announce 4 new features that build on this by ensuring important business data is accessible and actionable within DoubleClick Search: our offline conversions API, Google Analytics data integrations, Formula Columns, and Web Query support.

A few weeks ago, we announced Multi-channel funnels in DFA, which allows advertisers to quickly build, customize, and compare marketing attribution models. By creating and reviewing multiple models standard to the tool, DFA users will be able to more accurately assign value to the various advertising channels in their marketing campaigns. In DoubleClick Search, we debuted the availability of instant Floodlight conversion data for automatic, intra-day conversions in all DoubleClick Search reports, to bring you the freshest, most reliable campaign data.

Event API for easy offline conversion integration

DoubleClick Search already lets you leverage a variety of solutions to report on conversions, including our proprietary Floodlight tag, AdWords conversion tracking, or Google Analytics goals. But we understand that online advertising also fuels offline conversions. To capture these lost conversions and bring offline into your online world, we’re announcing the open beta of our Event API for uploading offline conversion automatically. Upload new conversions to account for in-store transactions, call-tracking, or other offline activities, or edit existing conversions to account for discounts, returns, credit, or fraud through integrated API access. Today, you can combine this information with our Performance Bidding Suite to optimize your campaigns based on even more of your business data.

Google Analytics website data, with the rest of your search

Couple this with the integration of Google Analytics metrics (beta), which incorporates statistics including bounce rate, page views, transactions, and revenue from Google Analytics, to get a clear picture of how search influences customer interaction on your website. These recent developments in reporting mean faster decision making with all your data holistically captured in DoubleClick Search -- all without mashing up and matching reports or worrying about the potential data drop off of reporting from separate tools. In the next few months, we’ll introduce the ability to use bid strategies with your website metrics, ensuring your campaign’s bid optimization is informed by important user engagement metrics.

Formula magic, directly in the interface

With this wealth of data at your fingertips, how do you more easily make sense of it all? In the past, you’d need to use a spreadsheet tool like Excel to create these calculated columns. Formula Columns lets you create your own customized columns, based on calculations that you apply to existing columns. Now, apply formulas directly in DS and streamline your workflow: track custom KPIs, re-express columns in your own terms, and calculate customized fees, costs, and weights, among other applications.

Web query for data, where you want it
And finally, when it comes to easily accessing all your important data right where you want it, we’re introducing Web query support: instead of scheduling or downloading a file to access your reports, DoubleClick Search now provides a URL that you can use to automatically download and refresh that report’s data -- directly in Excel. This makes it even easier for you to create common report templates in Excel and populate those with the latest DS data, removing the need to manually download and import reports.

Formula Columns, instant conversions, and Web Query support are are available now in DoubleClick Search. To learn more about the Event API or Google Analytics integration, please reach out to your Technical Account Manager, or our support team at

Posted by the DoubleClick Search Team

1. Source: PricewaterCoopers (PwC), “4th Annual Digital IQ Survey,” Jan 31, 2012