Information Technology Reference
In-Depth Information
270
Figure 10.24
This simple customized Campaign Summary report gives you an instant view of the status of all your campaigns.
Consolidating Costs from Paid Searches and Tracked Campaigns
In a Campaign Summary report like the one in Figure 10.24, you can check the Enable Cost Con-
solidation box in the upper-right corner of the report (not shown in the figure). If you do this,
your PPC/CPC report results will be consolidated. That means the PPC results obtained by your
tracking system will be automatically consolidated with click and cost data provided by the paid
search engines. If you leave the Enable Cost Consolidation box unchecked, the PPC/CPC report
results will be based only on your tracking system.
The current day's data will always come from your tracking system, as most search engines are
unable to provide same-day reporting. Once every 24 hours, you can automatically consolidate
the data collected by your tracking system with the cost and click data reported by the paid search
engines. Search engines may occasionally take up to 18 hours to provide cost and click data.
When you enable Consolidated PPC/CPC Reporting, your report results will be based on your track-
ing data consolidated with the impressions, clicks, and costs that the search engines reported.
Metrics such as CPA, ROAS, and Conversion Rate will be calculated based on consolidated data.
