Google Analytics and SiteScout RTB

I. Reporting Discrepancies Between Google Analytics and SiteScout RTB

There may appear to be sizable differences between Google Analytics (GA) and SiteScout RTB, however, the primary reason for the difference is that Google Analytics is not counting ad clicks, it is counting "sessions", which are completely different things.

GA measures both sessions and users. Sessions represent the number of individual sessions initiated by all the users to your site. If a user is inactive on your site for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

II. Clicks vs. Sessions

In the RTB, Clicks indicates how many times your ads were clicked by users, while Sessions indicates the number of unique sessions initiated by your users.

There are several reasons why these two numbers may not match:

A user may click on an ad, and then later, during a different session, return directly to the site through a bookmark. The referral information from the original session is retained in this case, so the one click results in multiple sessions.

A user may click on your Ad, but prevent the page from fully loading by navigating to another page or by pressing the browser's Stop button. In this case, the Analytics tracking code is unable to execute and send tracking data to the Google servers.

III. Pageviews vs. Unique Pageviews

A pageview is defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a user refreshes a page after reaching the page, this is counted as an additional pageview. If a user navigates to a different page and then returns to the original page, a second pageview is recorded as well.

IV. Bounce Rate

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

Possible Reasons for high Bounce rate:

If you have only one page on your site. Google Analytics doesn't register multiple pageviews unless users reload that page

User behavior. If a user bookmarks a page on your site, goes to it, and leaves, then that's considered a bounce rate.

V. Custom Google Analytic Variables

Campaign Source (utm_source) to identify a search engine, newsletter name, or other source. Example: utm_source=google

Campaign Medium (utm_medium) to identify a medium such as email or cost-per- click. Example: utm_medium=cpc

Campaign Term (utm_term) to note the keywords for this ad.

(Example: utm_term=running+shoes)

Campaign Content (utm_content) to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink

Campaign Name (utm_campaign) to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale

VI. Finding UTM Variables Within Google Analytics

  • Login into your account in GA
  • Click on Campaign
  • Click on All Web Site Data within Google Analytics

  • Change Flight Date. By default, Google Analytics will have last 30 days

  • utm_source can be found Acquisitions -- All Traffic – Channels
  • You will need to select Other

  • If you apply our SiteScout Macros {networkId}-{siteId}, you will see data that looks like this

  • This shows you the exchange and site bundle that is being captured within SiteScout. You can compare what’s coming Google Analytics and SiteScout and optimize accordingly to what you’re looking for. If it’s sessions, time on page, bounce rate. See what’s working/not working and optimize accordingly within SiteScout (ie, add more funds to your account, turn off sites, etc).
  • utm_campaign can be found in Acquisitions - Campaigns - All Campaigns

  • This shows you the campaign ID that is being captured within SiteScout. You can compare what’s coming in Google Analytics and SiteScout and optimize accordingly to best performing tactic to what you’re looking.
  • If you click on the campaign id within Google Analytics, this will populate the “utm_medium”, which in this case is domain list. What will populate is the network/site bundle then domain that is being captured.

  • If you’re looking for utm_medium directly, it can be found Acquisitions -- All Traffic -- Source/Medium

Helpful Tips

  • Using our SiteScout Macros, can help provide you with an idea of sites, exchanges, and which tactic is performing the best. Optimize accordingly to your goals.
  • Within Google Analytics, you can specify up to 5000 lines. You can export the data into excel. Analyze the data and see which exchanges are best performing and optimize to those exchanges. Keep in mind Sessions, can eventually be saturated. Many factors to take into effect.
  • Exchanges are cleaning inventory daily.
  • Bundles changes and you might need to re-open it up at a later date.
  • Take into consideration if you’re optimizing to exchanges, to evaluate the data monthly.

SiteScout Macros

Tracking Macros


Other References