You can use Google Analytics 4 to inform your custom bidding strategy. This topic provides information about prerequisites to using Google Analytics with Display & Video 360 and sample scripts using data from Google Analytics 4.
Topics in this article
- Prerequisites
- Google Analytics 4 sample scripts
Prerequisite
To use Google Analytics with Display & Video 360 for custom bidding, you must:
- Link your Google Analytics account to Display & Video 360 to make sure that both accounts are sharing data.
- If you haven't yet, create an event in Google Analytics.
There must be sufficient conversion data to inform your custom bidding strategy for your script to score impressions.You can verify the volume of data by generating a report based on the last non-direct click model in Google Analytics:
For Google Analytics 4:
- Go to: Acquisition
Traffic Acquisition
- Choose the filter for dv360.
Google Analytics 4 sample scripts
Using weighted conversions
You can optimize toward your most valuable conversions by using weighted conversions.
Sample script
Weighted conversion using a combination of Google Analytics events
You can score ad impressions that lead to different conversion events to optimize toward users that trigger certain events.
Sample script
Optimizing toward a transaction value
You can optimize toward a specified transaction value by scoring impressions based on the actual value of the purchase to maximize your ROAS using Google Analytics 4 properties.
You can assign a $100 purchase a score of 100, while a $10 purchase scores 10.
return ga4_conversions_total_value(property_id, conversion_event_name)