Important Note: Google Analytics 4 has replaced Google Analytics Universal on July 1, 2023. Please make sure to switch your connection from Google Analytics Universal to Google Analytics 4 API in the Campaigns Settings. To learn more about how to make the switch please follow the steps described HERE.
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With Conversions & Goal tracking in Outbrain DSP, you have the ability to not only monitor KPIs such as sales, shares, downloads, or subscriptions but also to see those conversions per promoted article and creative execution. Using Google Analytics data (e.g. page views per session, time spent on page, etc.), you can optimize campaigns towards specific goals (KPIs).

This tutorial describes the step-by-step process to set up Conversions & Goal Tracking for your campaigns using Google Analytics. To make sure you’ve properly completed the entire set-up, make sure to go through all the Outbrain DSP Google Analytics guides.

If you are interested in optimizing towards Google Analytics data, you will need to provide Outbrain DSP with a daily report for the previous day.

PLEASE NOTE: Campaigns must be live for at least 24-36 hours to see the first reporting results. Google Analytics API is pulled several times per day. However, the email report is due once a day, usually at the same time as it was originally scheduled.

If you have not yet configured the Automated Google Analytics Reports, please enable these reports before proceeding. You can do it in two ways:

1. Log in to the Outbrain DSP Dashboard and select the specific Campaign for which you want to set up conversions and goal tracking.

2. Select the Settings tab and scroll down to the Performance Tracking section.

3. Enable Google Analytics Performance Tracking.

4. If you choose the API reporting type, you need to find the Google Analytics Property ID first and copy it to the Property ID field.

5. Click on Validate to check if your GA Property ID is correct and if the Outbrain DSP integration service account has access to your Google Analytics Property and View.

If everything is working as intended, you will get a green check mark letting you know that the Outbrain DSP integration service account has access and that everything is working properly.

If there is an issue with the GA Property ID, our system will alert you that the Outbrain DSP integration service account does not have access to your GA Property. The warning message contains a link to the help page with further instructions.

If your Outbrain DSP and your Google Analytics are not syncing properly, a warning message will show up containing a link to the help page and the recommended troubleshooting steps.

Please check out this help page to learn more about how to add access to your GA account.

6. Scroll up to Campaign goals.

7. Click on + Add new goal and Select CPA - Set up conversion tracking. Input the Conversion or Goal you’re tracking for this campaign and the tracking method. In this instance, we’re using Google Analytics.

8. Next, click the Choose goal button. A drop-down menu will open, giving you several goals to choose from. Choose the goal for your campaign.

IMPORTANT: If either the drop-down menu or the options within the drop-down menu do not appear, please make sure that your Google Analytics Account only has access set for one View within the Google Analytics dashboard.

9. Click on the Save/Create button, and you’re all set!

When a visitor completes the desired action, Google Analytics reports this data to Outbrain DSP within the daily automated reports or via API (see instructions above).

From these reports, we are able to determine the Media Source, Creative (Headline/Thumbnail combination), and Content Ad that drove the conversion.

Conversions & Goal reporting are available on all levels so you can determine the Media Sources and Creatives that are delivering ROI.

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