Only available in Google Ad Manager 360.
Features in Beta phase might not be available in your network. Watch the release notes for when this feature becomes generally available.
To understand how some features, such as different identifiers, may impact your revenue, you can run an impact estimate.
Impact estimates split allocated traffic into multiple groups known as variants. Each variant has different behavior applied to the traffic. For example, one variant may have a feature enabled and another variant may have the feature disabled. A variant with the feature disabled is also known as a baseline variant. By comparing monetization on the traffic in the different variants, publishers can understand the impact of a given feature or set of features.
Jump to a section of the article:
- Set up an impact estimate
- Types of impact estimates
- About impact estimate settings
- Review the results
Set up an impact estimate
To get started, you select a type of impact estimate and choose your settings. You can then check the results and compare the baseline and variants.
- Sign in to Google Ad Manager.
-
Click Optimization, and then Impact estimates.
- On the type of impact estimate you want to run, click New impact estimate.
Tip: For each type of impact estimate, you can run one at a time. For example, you can run one for "PPID for programmatic" and one for "Publisher provided signals." If "New impact estimate" can't be selected, you may already have one running for that type. To start another, you can end the running impact estimate.
- Select your settings:
- Estimate options: Make a selection, such as "IAB Audience Taxonomy" for the Publisher provided signals impact estimate type.
- Demand channel settings: Select how the impact estimate applies to your demand channels. To customize your demand channel settings before proceeding, click View demand channel settings.
- Delivery settings: Set the time period and traffic allocation for the impact estimate.
Tip: Learn more about specific settings for the type of impact estimate you selected.
- Review the following details:
- Estimate variants: For the breakdown of baseline and variant settings, click Show variants breakdown. The baseline shows impact with the given feature off. The variants show alternative settings.
- Estimate procedure: Explains how the impact estimate proceeds when it begins to run.
- Click Run, and then Confirm.
After your setup, Google automatically enables the controls needed to conduct the estimate. This process doesn't impact or change your existing settings outside of your impact estimates.
Types of impact estimates
The following types of impact estimates are available. For each type of impact estimate, you can run one at a time.
- PPID for programmatic and first-party IDs: Estimates the impact of publisher provided IDs for programmatic and first-party IDs on your traffic. Learn about the settings for this impact estimate.
- Publisher provided signals: Estimate the impact of publisher provided signals on your traffic. Learn about the settings for this impact estimate.
- Secure signals: Helps you understand the revenue impact of your active secure signals. Learn how to run an impact estimate for secure signals.
About impact estimate settings
Each impact estimate includes some unique settings. For example, the "PPID for programmatic and first-party IDs" estimate has an option to only measure first-party IDs. To help with your setup, review the available settings for the type of impact estimate you want to run.
Estimate options: ID types
- PPID for programmatic: Analyzes the impact of enabling or disabling publisher provided IDs (PPID) for programmatic on your traffic.
- First-party IDs: Analyzes the impact of enabling or disabling first-party IDs on your traffic.
- PPID for programmatic and first-party IDs: Analyzes the impact of enabling or disabling PPID and first-party IDs on your traffic.
Demand channel settings
For the PPID and first-party IDs impact estimate, you can choose the following demand channel settings:
| Estimate option | Demand channel setting | Function |
|---|---|---|
| PPID for programmatic | Measure total impact of PPID for programmatic |
Enable and disable PPID for programmatic for all bidders.
|
| Measure impact of PPID for programmatic with your current setup |
Only disable PPID for programmatic for currently enabled bidders.
|
|
| First-party IDs | Measure total impact of first-party IDs | Enable and disable first-party IDs for all bidders. |
| Measure impact of first-party IDs with your current setup | Only disable first-party IDs for currently enabled bidders. | |
| PPID for programmatic and first-party IDs | Measure total impact of PPID for programmatic and first-party IDs | Enable and disable PPID for programmatic and first-party IDs for all bidders. |
| Measure impact of PPID for programmatic and first-party IDs with your current setup | Only disable PPID for programmatic and first-party IDs for currently enabled bidders. |
Estimate options: Signal types
- IAB audience taxonomy: Analyze the impact of enabling or disabling IAB Audience Taxonomy on your traffic.
- IAB content taxonomy: Analyze the impact of enabling or disabling IAB Content Taxonomy on your traffic.
- Content signals: Analyze the impact of enabling or disabling Content signals (Additional video and audio metadata) on your traffic.
- All signal types: Analyze the impact of enabling or disabling IAB Audience Taxonomy, IAB Content Taxonomy, and Content signals on your traffic.
Demand channel settings
| Estimate option | Demand channel setting | Function |
|---|---|---|
| IAB Audience Taxonomy | Measure total impact of IAB Audience Taxonomy |
Enable and disable IAB Audience Taxonomy for all bidders.
|
| Measure impact of IAB Audience Taxonomy with your current setup | Only disable IAB Audience Taxonomy for currently enabled bidders. | |
| IAB Content Taxonomy | Measure total impact of IAB Content Taxonomy |
Enable and disable IAB Content Taxonomy for all bidders.
|
| Measure impact of IAB Content Taxonomy with your current setup | Only disable IAB Content Taxonomy for currently enabled bidders. | |
| Content signals (Additional video and audio metadata) | Measure total impact of Content signals (Additional video and audio metadata) |
Enable and disable Content signals (Additional video and audio metadata) for all bidders.
|
| Measure impact of Content signals (Additional video and audio metadata) with your current setup | Only disable Content signals (Additional video and audio metadata) for currently enabled bidders. | |
| All signal types | Measure total impact of all signal types | Enable and disable All signal types for all bidders.
|
| Measure impact of all signal types with your current setup | Only disable all signal types for currently enabled bidders. |
To learn about the secure signals impact estimate, visit run an impact estimate for secure signals.
Review the results
You can review your impact estimates, whether ended or running.
Note that impact estimates for PPID and first-party IDs don't include the first week of data in the results of the impact estimate.
This is because it can take a few days for buyers to ingest new identifiers and use them in their targeting and bidding models. Therefore, the first few days of data aren't an accurate reflection of the impact of the identifier.
- Sign in to Google Ad Manager.
-
Click Optimization, and then Impact estimates.
- For an overview of your impact estimates, review the table columns:
- Impact estimate: Shows the type of impact estimate you selected, such as "First-party IDs."
- Estimate period: Shows the time period you selected for the estimate to run.
- Status: Shows the status of the impact estimate, such as "Running."
- Under "Impact estimate," click the name of an impact estimate.
- To view results by a different time frame, next to "View metrics by," click the dropdown
and select an option, such as "Weekly."
- Under "Baseline," select a variant to review.
Tip: If there are multiple variants, click the variant you want to review. The breakdown table updates to show data for the selected variant. - For the selected variant, review any results for revenue lift, eCPM lift, and impression lift.
- To break down the results, next to "Breakdown," click a dimension, such as "Browser category."
- (Optional) To filter the dimension breakdown, click Add filter, make your selection, and click Apply.
For example, you can filter “Browser category” to “Chrome.” - To view a detailed chart for each row in your breakdown, on a row, click
.
Hover over the chart for lift by date.
- To view results by a different time frame, next to "View metrics by," click the dropdown
- (Optional) To end a running or scheduled impact estimate, click End estimate, and then Confirm.
Statistical significance explained
Statistical significance tells you if an observed result is attributable to an experiment or just random chance. Impact estimates rely on a 99% confidence interval to assess this. This interval signifies that if we were to rerun the experiment many times, 99 out of 100 times the results would be expected to fall within this calculated range, suggesting the observed effect is highly reliable.
- Statistically significant: The effect you see (such as an uplift in revenue) is likely due to the feature being experimented with, not just random fluctuation between the two test groups.
- Not statistically significant: The observed effect could be random. This doesn't mean there's no impact, but the data obtained from the experiment is not sufficient to assume the impact is due to the feature, as opposed to random fluctuations between the two test groups. This can happen when the feature's impact is small relative to the general "noise" in ad serving data.
- Impact estimates compare a variant versus a baseline. If the baseline has a feature disabled and the variant has it enabled, lift % results in green indicate the feature is performing positively. Conversely, if the baseline has a feature enabled and the variant has it disabled, lift % results in red indicate the feature is performing positively.
- If you see impact estimate lift results with either "insufficient data" or in grey with an asterisk (*) beside them, it means the lift value was statistically insignificant for breakdown.
-
If you see lift results in either green or red, it means there was a statistically significant result in the breakdown being examined.
Impact estimate status
An impact estimate can have the following statuses:
- Running: The impact estimate is still in progress.
- Completed: The impact estimate has finished running.
- Scheduled: The impact estimate is scheduled to begin in the future.
- Ended: An account user ended the estimate while it was running.