What options are available to ingrate Salesforce Audience Studio with Google Ad Manager?
Audience Studio offers a server-to-server (S2S) and key-value pair integration.
What is the difference between a server-to-server and key-value pair Google Ad Manager integration?
S2S integration: Allows for segments to be pushed to Google Ad Manager automatically on a nightly batch refresh.
Key-Value Pair integration: Allows for segments to be pushed into the Google Ad Manager ad call via the interchange snippet, which pulls segments from Local Storage and pushes them into the ad call.
How are users matched between Audience Studio and Google?
KUIDs are matched against Google’s user IDs to determine if a user fits a segment's criteria. This is done via a combination of the Interchange Snippet and Google user match pixel firing on a site(s).
What population considerations are made when a segment is pushed from Audience Studio to Google Ad Manager?
When a segment is pushed to Google Ad Manager, Safari IDs are removed from the total population since Safari does not allow third-party cookies.
Audience Studio then identifies all KUIDs that match to a Google user ID. The users that match are pushed to Google Ad Manager, while remaining KUIDs are eliminated from the population sent to Google Ad Manager.
Why is my population size smaller than expected in Google Ad Manager?
- Mismatched lookback windows: By default, Google Ad Manager will only look at the last 30-days of data despite the segment look back in Audience Studio potentially being much longer. To get around this, ask your reps at Google to make your default lookback window longer – for example, 90 days.
- Reporting Lag Time: It can take up to six weeks for Google Ad Manager to provide reliable forecasting. As such, while the segment may have a population of 1M today, it could take up to six weeks for Google to reflect that population.
- Device Composition: Salesforce Audience Studio uses predictive cookie matching to fill in the gaps where cookies may not be present, such as mobile apps, Safari browser, ad-blocking software, etc. However, because Google is looking for active audience cookies, the two systems use different logic around device composition. If your segment includes a high volume of non-stable cookies (mobile/Safari/cookie-less devices), that can impact the match rate.
- 2nd and 3rd Party Data: Audience Studio match rates can be higher than Google Ad Manager because we are looking at the entire Audience Studio ecosystem for matches, whereas Google Ad Manager is looking for active KUIDs at the moment on your site. To get a more accurate view between the two systems, you may consider adding an ‘AND’ rule of users that visited a specific property 1x30 days.
- Technical Bug: Review the Partner Management report in Audience Studio to confirm the segment(s) is sending to Google Ad Manager successfully. If the push is showing “Success” in Partner Management, please connect with your Google reps for further troubleshooting.
Why am I receiving fewer impressions than expected?
- Impressions do not equal Population: Your segment size does not necessarily equal the amount of impressions served against a segment due to multiple impressions being served to individual users.
- Device targeting: If your segment is built from users who have been seen on several different devices, but your targeting parameters are set to one device type (ex: desktop), this will limit the number of available impressions.
- Geo-Targeting: If your segment is built from a global set of users, but your targeting parameters are set to only US audiences, this will limit the number of available impressions.
- Available Inventory & Prioritization: Generally, there is a waterfall process where audience sales (Salesforce Audience Studio segments) may be prioritized last. This means that although Google Ad Manager inventory returns 1M available impressions, they will be delivered only after direct sales and other units, such as sponsorships.
- Campaign Pace: If a campaign is running within a short time period, there is less opportunity for those who fall within the segment to come to the site and be shown the ad
- Redundancy: If multiple campaigns target segments with an overlap of any kind, this can cannibalize impression volume.
Why are my forecasting numbers constantly changing in Google Ad Manager?
Every time forecasting is requested, Google Ad Manager goes through a new evaluation process to account for external factors that can alter forecasting results.