Report on social campaigns

After you successfully onboard a social engine account into Search Ads 360, Floodlight reports will start to report conversions that are generated by ads in the social engine and recorded by Floodlight tags on your site. Reporting conversions happens automatically without additional steps on your part.

To report performance and engagement metrics, you need to sign into your PMD, export the metrics, and send them to Search Ads 360. Depending on the PMD, you may be able to schedule the export and have metrics automatically sent to Search Ads 360 on a regular basis. If you don't send these metrics to Search Ads 360, you won't be able to see the number of clicks, impressions, and cost associated with your social ads (but you'll still be able to see visits and Floodlight conversions).

Importing performance and engagement metrics isn't supported for Twitter.

Search Ads 360 automatically creates social campaigns

Search Ads 360 automatically creates campaigns, ad groups, and ads as reporting metrics become available (either through importing performance and engagement metrics or click tracking).

Campaigns, ad groups, and ads that haven't been clicked or included in a metrics import during the Search Ads 360 report's time range do not appear in Search Ads 360.

Learn more about how Search Ads 360 automatically creates social campaigns.

Names may be shortened in Search Ads 360 reports

How soon does Search Ads 360 start reporting conversions for new social ads?

Search Ads 360 may not be able to track visits and conversions in the first hour after you add Search Ads 360 tracking URLs to a social ad in the engine. For example:

1. You sign into the social engine and create a social ad.
2. You add Search Ads 360 tracking URLs to the social ad.
3. The ad is served immediately and a click on the ad is redirected through Search Ads 360.
4. Search Ads 360 creates a copy of the ad in Search Ads 360 for reporting purposes.
5. For the first hour after you create the ad in the social engine, Search Ads 360 cannot attribute visits or conversions to the ad, even if it appears in Search Ads 360 . Paid Social reports in Report Builder may show these conversions as unattributed.
6. Two hours later, the ad is served again and a click on the ad is redirected through Search Ads 360.
7. Search Ads 360 is able to report a visit and any conversions on this click, since it's been more than an hour since you created the ad.

In addition, because of factors such as Google Marketing Platform spam filtering and the time social engines need to approve new ads, you may see negative clicks or impressions during the first 24 hours after Search Ads 360 creates a copy of a social ad. 

View social performance and engagement metrics

If you have sent social performance and engagement metrics to Search Ads 360:

1. Navigate to an advertiser or lower scope.
   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. Click any of the following tabs:
   • Engine accounts
   • Campaigns
   • Ad groups
   • Ads
3. ​Adjust the report's time range to include only a time period for which social metrics have been uploaded into Search Ads 360.
4. Optionally apply filters to view just the data you want to see.
   For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

By default, the report shows columns with performance metrics, such as Clicks and Cost. You can add or remove columns to see other social metrics such as engagement metrics.

View Floodlight conversions

1. Navigate to an advertiser or lower scope.
   Steps for navigating to an advertiser

   1. Click the navigation bar to display navigation options.

   2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

   3. In the "Advertiser" list, click on the advertiser.

   4. Click Apply or press the Enter key.

   Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

2. Click any of the following tabs:
   • Engine accounts
   • Campaigns
   • Ad groups
   • Ads
3. ​Adjust the report's time range to include only a time period for which social metrics have been uploaded into Search Ads 360.
4. Add Floodlight data to the report.
   For example, from the View menu above the reporting table, select Actions or Sales. Search Ads 360 now displays conversion columns, and each row reports the number of conversions it has generated.
   
   If you haven't sent social performance and engagement metrics to Search Ads 360, add the Visits column. The Visits column reports the number of times customers land on your site after clicking social ads. Unlike Clicks, Visits are recorded by Search Ads 360 and therefore don't require you to import engine metrics.
5. For more detail, create custom Floodlight columns that report on one or more Floodlight activities. Then add those custom columns to the report. Learn more about adding Floodlight conversions to a report.
6. Optionally apply filters to view just the data you want to see.
   For example, at the advertiser scope you can filter the Engine accounts tab to show only social accounts.

View Dynamic Ads reporting data

To view visit and conversion data for your Dynamic Ads:

1. Upload your Facebook campaigns into Search Ads 360 to generate the tracking URLs. Download the resulting bulksheet from Search Ads 360 and upload it back into Facebook using the process outlined here.
2. If you haven't done so already, link your Google Merchant Center Feed to Search Ads 360.
3. Ensure that the Product IDs that you use in your now linked Google Merchant Center Feed match the Product IDs in your Facebook feed.

With those steps completed, when a user clicks on a Dynamic Ad in Facebook, the tracking URLs will log the product ID for that Ad. Search Ads 360 will then look up the Product ID using the linked Google Merchant Center Feed, and given the ID alignment, will be able to provide reporting at the product level under the Dimensions drop down menu.

Other reporting features

Reports that contain conversions and metrics from social engines support the same features as reports with search engine metrics and conversions. For example, you can do the following with social data in Search Ads 360:

• Apply attribution models to columns that report specific Floodlight conversions
• Group reporting data by dimensions to go beyond the typical hierarchical reporting
• Use segments to drill down and uncover subtleties in your data
• Create formula columns that apply custom logic to your data 
• Download data for offline analysis