Included in this article is an overview of 6sense External Media Campaigns. 6sense extends its capabilities to provide a complete experience to setup, track, and see detailed analytics from these external media campaigns.
This feature requires the External Media Campaigns add-on.
6sense has exposed external media clicks, impressions, and UTMs in segmentation to help customers create segments based on campaigns running outside of the 6sense platform. Customers have used this capability to get a better understanding of their account reach via those external campaigns.
Analytics Supported
Analytics from 6sense Campaigns that are available for EMC:
Adgroups and Ads analytics
Performance Summary
Campaign Trends
Distribution by Time of Day
Distribution of Impressions by Account(s)
Distribution by Domain
Distribution by Device Type
Accounts Reached by Campaign
Analytics from 6sense Campaigns that are NOT available for EMC:
Job Level and Job Function Distribution
Spend, CPM and CPC
Additional analytics for EMC:
Total Impressions (or Clicks) and Total Clicks (or Clicks)
Matched Impressions and Matched Clicks (these numbers appear as Impressions and Clicks respectively in 6sense campaigns)
Supported EMC Providers
Ad_Provider | Display Name | Static Ad URL | Ad Macros |
|---|---|---|---|
abma | ABMA | Yes | Yes |
adform | AdForm | Yes | NA |
adobe | Adobe | Yes | NA |
ad_theorent | AdTheorent | Yes | Yes |
advertserve | AdvertServe | Yes | NA |
amobee | Amobee | Yes | NA |
app_nexus | AppNexus | Yes | Yes |
Basis Technologies | Basis by Centro | Yes | Yes |
beeswax | Beeswax | Yes | Yes |
bidtellect | Bidtellect | Yes | Yes |
google_campaign | Campaign Manager 360 | Yes | Yes |
choozle | Choozle | Yes | Yes |
conversant | Conversant | Yes | Yes |
flashtalking | Flashtalking | Yes | Yes |
google_ad_manager | Google Ad Manager | Yes | NA |
google_adx | Google Ad Exchange | Yes | NA |
google_ads | Google Ads | Yes | NA |
google_dv | Google DV360 | Yes | NA |
gum_gum | GumGum | Yes | Yes |
innovid | Innovid | Yes | NA |
mediamath | Mediamath | Yes | Yes |
mediaplex | MediaPlex | Yes | NA |
quantcast | Quantcast | Yes | Yes |
revive | Revive | Yes | NA |
rollworks | RollWorks | Yes | NA |
sizmek | Sizmek | Yes | NA |
stack_adapt | StackAdapt | Yes | Yes |
teads | Teads | Yes | Yes |
tradedesk | Trade Desk | Yes | NA |
tubemogul | TubeMogul(Adobe) | Yes | Yes |
NOTE: If your external media partner is not listed above, please submit a Feature Request and contact your CSM. 6sense will evaluate the partner for future inclusion.
Set Up and UI
Create External Media Campaign
Configure and track your external campaigns in 6sense. Navigate to Campaigns and click the Create New Campaign button, then select External Media Campaign, and click Continue.
Choose the appropriate configuration for “Tracking with Ad Macros” or “Tracking with Static URL’s”.
Tracking with Ad Macros: This will allow using a single macro-based tracker across all creatives of a campaign. Hence implementation is quicker in the external platform.
Tracking with Static URL(s): This will provide a unique tracker per ad/placement that needs to be implemented individually for each ad in the external platform.
Provide a Campaign Name and select an option under “Pick a provider”. A provider is the external ad server or a DSP where media campaigns are hosted or managed.
External media provider once selected cannot be changed.
If your external media partner does NOT appear in the provider list, please submit a support ticket using our support page. 6sense may be required to coordinate integration with customer external partners.
Macro Based Tracking
If you choose to track your campaign via macros, upon saving the campaign, macro based trackers will be generated and can be viewed under the configuration tab of the campaign. Copy the trackers and implement them in the external platform.
In order to track account level analytics, you need to generate a new click tracking pixel for every distinct landing page used in the campaign ad placements. These tracking click pixels can thereafter be added to the corresponding ad placements in the external system to enable click tracking.
For ‘Google Adwords‘, ‘Google Campaign Manager‘, ‘TradeDesk‘, ‘Appnexus‘ provider, please declare landing page URLs for click redirects.
Campaign Configuration
After saving your campaign, click on the name and view it for additional options.
Static URL Based Tracking
Under the Tracking tab, click the Add AdGroup button and enter a name.
Select Add Ads. Add up to 20 ads in an Adgroup.
Provide “Ad Name”, “Click URL”, and “External ID”. External ID is optional, but is useful to track the campaign across multiple platforms.
If you need to add more than 20 ads in an Adgroup or have data in a spreadsheet, you can upload the Ads in CSV format. Create CSV file as per instructions on the UI, and upload the file.
You can remove Ads or Adgroups from the campaign by clicking the X beside them, before the Campaign is saved. When all external Ads are created, save the campaign.
Trackers
Download Impression and Click trackers in a CSV format for the entire Adgroup, or individually copy for each Ad. These “external trackers” should be placed in the external system hosting the original campaign that is tracked. Once saved, external Ads cannot be deleted to avoid broken analytics.
Campaign Analytics
Track external campaign analytics at the placements level and accounts level, and determine ABM engagement at 6sense.
Ad Analytics
View ad analytics under the Ads tab.