DoubleClick Campaign Manager Sucks or is it Facebook?

Gustavo Bramao
Aug 8, 2017 · 1 min read

Your thinking in implementing DoubleClick Campaign manager, on the paper looks awesome right? Data Driven Attribution based on Shapley Value, click-tags, view-tags, floodlights, etc etc..

However your missing some points, first Facebook doesn’t allow no longer putting view-tags in DoubleClick, so if your willing to attribute credit to views in Facebook, it wont work with DoubleClick.

Huum, Ok, missing views who cares?! I only want to give credits to clicks, right? Forget also about tracking conversions coming from Facebook clicks in DoubleClick, although the click-tag will track all the clicks coming from Facebook App, Facebook doesn’t send to Google the dc_rdid in the ClickTag.

Long story short Google DoubleClick is not able to match the IDs between clicks in Facebook Apps environment and multi-touch conversions. So if your planning to build a beautiful dynamic MTA model with DC, forget about it cause it won’t happen!

If your still willing to implement DoubleClick be prepared to have some very significant discrepancy in your data between click-through conversion in Facebook and click-through conversion & assisted conversion in DC, of course with same Lookback window. :)

Cheers!

Gus.

Gustavo Bramao

Written by

Passionate Performance Marketing Manager with a data driven mindset, driving projects focusing on user acquisition and incrementality measurement.

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