How to Use Google Ad Manager 360 Data to Improve Sell-Through Rates

When you’re in the publishing industry, it’s evident that one of your goals is leading to improved advertising performance and a more robust marketing strategy, which causes higher revenue. And it’s possible with Google Ad Manager 360 and the insights the tool provides. After the read, you’ll possess all the necessary knowledge to leverage Ad Manager 360 data effectively.

In this article, we will delve into the importance of sell-through rates in the advertising landscape and discuss the key data provided by AdManager 360. Moreover, we’ll explore a recent case study that compares GAM360 and forecast data. 

What is Sell-Through Rate?

The sell-through rate (STR) is a key performance indicator in the advertising industry. It represents the percentage of impressions taken by direct advertising campaigns from the total available impressions. Basically, the higher the sell-through rate, the more successful the ad campaign. Therefore, it’s crucial to analyze and optimize STRs to maximize the effectiveness of advertising efforts.

Google Ad Manager 360: A Powerful Tool for Reporting

GAM 360, or Google Ad Manager 360, is recognized as the superior edition of free Google Ad Manager. GAM 360 is particularly advantageous for significant enterprise-level publishers who require advanced reporting and analytics, as well as a more intricate advertising setup.

Google Ad Manager 360 provides advertisers with essential data to optimize their campaigns. The platform offers:

1. Forecasted impressions: The predicted number of impressions for a specific ad campaign.
2. Available impressions: The number of impressions that will not be taken by direct advertising campaigns.
3. Reserved impressions: The number of impressions that direct advertising campaigns will take.

With this data, advertisers can track and improve their sell-through rates, ensuring their campaigns are as effective as possible. Additionally, Google AdManager 360 allows reporting by ad units, dates, and other dimensions like line items, orders, and countries. Moreover, it helps to find out what part of the inventory is still available for new campaigns.  

Case Study: Comparing Google Ad Manager 360 and Forecast Data

Our research team conducted a study comparing Google Ad Manager 360 and forecast data to analyze the effectiveness of advertising campaigns. The research covered three days (July 8th to 10th, 2022) and aimed to identify the accuracy of the forecasts and the actual sell-through rates. 

Key Findings:

1. On average, 34% of ad units had an actual sell-through rate equal to the predicted rate.
2. Most ad units had a sell-through rate difference of less than 10 percentage points between actual and forecasted data.

Note: Some inaccuracy in the prediction may be due to delays in reflecting newly created campaigns in the reports, as Goggle explains in the documentation, it is noted that it may take up to 36h to include data on new line items in this report.

These findings highlight the importance of leveraging Google AdManager 360 data to monitor and optimize sell-through rates. By comparing actual and forecasted data, advertisers can make informed decisions about their campaigns and improve their overall performance.

Take advantage of Google Ad Manager 360

As you see, GAM 360 is a powerful tool for advertisers seeking to optimize their sell-through rates. By tracking forecasted, available, and reserved impressions, businesses can make data-driven decisions to enhance the effectiveness of their advertising campaigns. Regularly comparing GAM and forecast data is crucial to identify trends, adjust strategies, and ultimately achieve advertising success. 

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Bartłomiej Oprządek
Senior Business Development Manager & Team Leader
publishers@yieldbird.com