After installing the Intelligence App for Marketing Cloud Advertising, the Audience Insights for Marketing Cloud Advertising dashboard appears on the Visualize tab. Use the dashboard to see how your campaigns using first-party audiences are performing.
| REQUIRED USER ROLE | |
|---|---|
| To view installed Marketplace apps | Admin, Power User, or Viewer |
You can filter the dashboard by data stream, platform, and date. The dashboard contains these sections:
- Overall View for Campaigns Using First-Party Audiences - A snapshot of
how all your campaigns are performing in relation to impressions, conversions, and spend. This
section contains these widgets:
- Total Spend - The total amount of money spent in all campaigns using first-party audiences.
- Total Impressions - The total number of impressions for all campaigns using first-party audiences.
- Total Conversions - The total number of conversions for all campaigns using first-party audiences. (This is according to the “Total Conversions” field in the Advertising Platforms data streams.)
- Total # of Audiences - The total number of audiences that exist in Marketing Cloud Advertising. Marketing Cloud Intelligence counts audiences that are either active or have errors. (Audiences in “draft” status don’t appear in the total calculation.)
- Total # of Audiences Active in Campaigns - The total number of audiences that are active in campaigns displayed in the current timeframe. These audiences are either included or excluded from these campaigns.
- Audience Usage - An overview of which audiences were used the most and
which were used the least in your campaigns. This section contains these widgets:
- Top Used Audiences - The audiences that are most used in your campaigns, either as included or excluded.
- Least Used Audiences -The audiences least used in your campaigns, either as included or excluded. Audiences appear here if they were used at least one time.
- Top Campaigns - Information about your top-performing campaigns. You
can select the relevant audience and then filter by a measurement to investigate the performance
of the top-10 campaigns. This section contains these widgets:
- Audiences Included in Campaigns - Filter by which audiences were included in the campaign to see which campaign performed the best per the selected audience.
- Audiences Excluded in Campaigns - Filter by which audiences were excluded from the campaign. (Google Ads doesn’t pull excluded audience data.)
- Top 10 Campaigns for Selected Audience - Filter the widget by audiences included or excluded in the campaigns. You can organize the campaigns according to impressions, clicks, CPM, media cost, conversion CPA, and conversion rate.
- Which Strategy of Audience Performs Best - You can filter by strategy, and audiences used in the different campaigns to see how they react to different strategies.
- Detailed Display All - Campaign for Each Audience - Displays all your campaigns and audiences.