Time-saving and worry-free DTM, no problems in advertising conversion

Content source: Huawei Developer Conference 2021 HMS Core 6 App Services Technical Forum, the keynote speech "Huawei Analysis Services, Helping You Create Closed-loop Solutions for Digital Intelligence Operations".
Speaker: Product Director of Huawei Consumer Cloud Service Analysis

Hello, everyone, I am the product manager of Huawei Consumer Cloud Service Advertising Analysis Service. The topic I am sharing today is "HUAWEI Ads and DTM to Efficiently Complete Advertising Conversion Tracking".

The role of conversion tracking

conversion tracking is a very important part of advertising. It is the process of matching the conversion data reported by the analysis platform with the advertising tasks, and forming the report output process on the advertising platform . Conversion tracking carries the concepts of customer receiving data, reporting data, platform attribution, and optimized delivery. It is an important module for opening up data and delivery.

After conversion tracking is done, advertisers can see user exposure clicks, interactions, conversion rates, and other life-cycle activity data on the conversion report, and measure whether the effect of advertising is ideal. Based on this, advertisers can understand the return on investment Rate, make more informed advertising spending decisions, and increase ROI. In addition, conversion tracking can also automatically optimize advertising smart bidding strategies based on business goals, such as maximizing conversions as much as possible, targeted conversion costs per conversion, and return on advertising expenditures.

The relationship between HUAWEI Ads and DTM

Huawei Dynamic Tag Management (DTM) is a dynamic tag code management system that allows users to flexibly implement application/Web data tag management, complete specific event tracking, and achieve on-demand tracking of marketing data. So what chemistry will happen when Huawei Ads and DTM meet together?

As can be seen from the above figure, when advertisers advertise on the Huawei platform, Ads will issue advertising tasks. The user’s click behavior and subsequent conversion behaviors, including registration, login, payment and other behaviors, need to be reported. Yes, after reporting to Huawei Ads for attribution. On the whole, the core steps of the overall process are data collection and reporting. This part is completed by DTM. DTM is a very important part for advertising conversion in the end, because it can be seen from the list on the right of the figure below that tracking methods are limited. , And DTM can not only support APP, but also web page and web terminal collection, which is very beneficial to users.

Web & App Tracking

Web tracking is a type of conversion tracking. Through web tracking, advertisers can learn whether their advertising expenditures are effective, and judge whether the content of the advertisement, the target audience, and the advertising bid are reasonable. This has a more similar and quantitative effect on the advertising effect. Perception. Based on this, advertisers can add advertisements with good conversion effects, and stop advertisements with poor conversion effects, so as to achieve the best possible advertising effects under a limited budget.

The web tracking process has about 5 steps: obtaining JS code, creating conversion, configuration management, conversion joint debugging and creating tasks, and viewing conversion data. In these five modules, obtaining JS code and data management are the core steps. This Both are also done by DTM.

Compared with web tracking, APP tracking has six steps, new association actions. 161b69410ec632 Huawei Ads has many analysis tools. For DTM, we actually associate the analysis tool with the APP in the advertising process. , So that advertisers don’t need to repeat association actions.

DTM & Ads combined advantages

What are the advantages of combining DTM & Ads? Take a look at our current small results. Even though DTM was only launched in February this year, the data before and after use has also been significantly improved.

First, the sources of data collection are broadened. Huawei Ads many data sources, including third-party monitoring platforms, advertisers’ own feedback, and their own core tools. The use of DTM is a broadening of data collection sources for us.

Second, more than 30% of web advertisers began to access DTM to obtain backward conversions. Advertisers of Huawei Ads used to blindly vote before. They only know the data of exposure clicks and do not know the subsequent conversion behavior of users at a deeper level. After the DTM went online, more than 30% of web page advertisers obtained backward conversions through DTM. This part The data is more meaningful.

Third, in terms of overall water consumption, DTM mining has an increase of more than 10% in water consumption compared to the previous one.

Fourth, DTM SDK supports hour-level quick integration, and web tracking supports no-code configuration. This small and beautiful tool is a boon for developers. For example, before an advertiser in Singapore used DTM for web tracking, the process was very complicated. It took about one month for business & operation & scheduling & development management & testing & going online. And when he uses DTM, configure the event after embedding the code, plus the test release, the cycle only takes 2-3 days.

Summarize

Finally, I will make a summary. In terms of finishing, there are four more convenient aspects for Huawei Ads and DTM.

First, it supports Android, web and other multi-platform applications, and many third-party monitoring can be applied.

Second, it supports different advertising network resources, such as display advertising, application market, search advertising and other resources can be matched.

Third, the operation is convenient, the point is buried immediately, the operation is simple, and the configuration is quick.

Fourth, the data value mining function can not only be used for delivery, but also can be judged based on ROI, and follow-up can conduct crowd insight, secondary marketing, lookalike, etc., to expand the total population ROI, which is very meaningful for advertisers .

Due to the relatively short time for DTM to go online, there are currently more than 46 advertisers using this feature, and the entire turnover consumption has reached millions of dollars. I think DTM and Huawei Ads can have more complementary advantages, continue to work together to achieve better results, and contribute their own strength to our ecology.

Thank you very much, that's all for my sharing today.

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