Actionable Log Files

Actionable Log Files allow you to capture media data from Google DCM log files and use the data to create traits in Audience Manager. Capture impressions, clicks, and conversions from ad servers as traits without having to use pixel calls.

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Purpose

Actionable Log Files streamline the way you capture impressions, clicks, and conversions from ad servers. Use this information for user segmentation without having to manually pixel media to send campaign attributes to Audience Manager.

Getting Started

To get started with Actionable Log Files, and to use our Audience Optimization Reports, you need to import DCM log data into Audience Manager. See Import DCM Data Files Into Audience Manager and contact your Audience Manager consultant.

If you are already importing DCM log data into Audience Manager, ask your Audience Manager consultant or Customer Care to enable Actionable Log Files for you.

Note:

Actionable Log Files work only with Google DCM log files.

Working with Actionable Log Files

With Actionable Log Files, the information from DCM logs is captured in Audience Manager the same way that you would capture data from real-time website interactions. Audience Manager connects to your Google Cloud storage, parses the information from DCM logs, and sends the log data as actionable signals to our Data Collection Servers.

You still need to set up rule-based traits to capture the actionable signals. See how to set up rule-based traits either in the Audience Manager UI or using our Bulk Management Tools. Scroll down to the Actionable Signals section for a list of all the keys you can use in rule-based traits.

For an average-sized DCM log file of 2 million lines, any traits created from actionable signals are realized within approximately one hour after we process the logs.

Important: We recommend implementing Actionable Log Files instead of Pixel Calls. We discourage the use of both options, as this leads to an increase in frequency counts for traits.

Actionable Signals

Signals are the smallest data units in Audience Manager. Actionable Log Files allow you to capture advertiser, business unit, creative, and campaign values in impression events, click events, and conversion events as signals from DCM logs.

Remember, in order to use this information for audience creation and segmentation, you need to set up the rule-based traits yourself. The table lists the actionable signals from DCM log files:

Signal Description Example Value

d_event

Indicates the event type from DCM.

Accepted values are:

  • d_event = imp for impressions.
  • d_event = click for clicks.
  • d_event = conv for conversions.

imp, click, conv

d_conversion

Available only for conversion events.

Represents the numerical ID for the conversion activity in DCM. This field maps to the Activity ID from DCM.

Tip: You can capture multiple or specific conversion activities from DCM. Create traits using d_conversion = activity ID for each conversion activity from DCM.

24122

d_conversionType

Available only for conversion events.

This field maps to the Conversion ID in DCM. Indicates the activity preceding the user conversion from DCM.

Accepted values are:

  • 1 for post-click conversions.
  • 2 for post-impression conversions.
  • 0 for un-matched conversions. The conversion cannot be matched to a previous activity.

0,1,2

d_adsrc

Advertiser ID. This field maps to the Advertiser Group ID from DCM.

134243

d_bu

Business Unit ID. This field maps to the Advertiser ID from DCM.

563332

d_campaign

The Campaign ID provided by DCM.

7892520

d_creative

The Creative ID provided by DCM.

224221

d_src

The ID of the data source you use to capture DCM data. See How to Create a Data Source.

743

The signals described in the table are captured in Audience Manager like a real-time HTTP call. The example call below contains information on a conversion event from DCM. Calls do not necessarily have to include all the signals in the example call.

http://sample.demdex.net?d_src=743&d_uuid=07955261652886032950143702505894272138&d_time=1504536233&d_event=conv&d_conversion=24122&d_conversionType=2&d_bu=3983524&d_campaign=7321391&d_adsrc=11111&d_creative=123456
Note:

The event timestamp provided in the DCM logs will be honored and passed to the Data Collection Servers.

  • If a timestamp isn't available for a data row in the DCM log file, we use the time of the HTTP call as the event timestamp.

  • If the data row in the DCM log file contains a malformed timestamp, we ignore the entire row.

Use Cases

One benefit of implementing Actionable Log Files is the option to apply recency and frequency controls to any rule-based traits that contain actionable signals. This allows you, for example, to frequency cap the number of times a user is shown a particular creative, within a media campaign. Other use cases include:

Retarget Users

Retarget users who saw creative 123 but didn't click or convert and show them creative 456. Do this:

  1. Create a trait to capture users who saw the creative. Let's say you name the trait Creative Trait 123. Use the trait rule:

    d_creative == 123 AND d_event == imp

  2. Create a trait to capture users who click or convert. Let's say you name this one Click and Converter. Use the trait rule:

    d_event == click OR d_event=conv

  3. Create a segment to populate with users who saw creative 123 but didn't click or convert. Name it Retarget Users and use the segment rule:

    Creative Trait 123 AND NOT Click and Converter

  4. Map the segment Retarget Users to a destination and target users in the destination with creative 456.

Use DCM Floodlight Activity in the Audience Optimization Reports or in Audience Lab

Floodlight tags enable advertisers to track user conversions. With Actionable Log Files, you can track the DCM conversions in the Audience Optimization Reports or in Audience Lab:

  1. Create a trait and use the following trait rule to capture a conversion from the ad server logs:

    d_event == conv AND d_conversion == 123

    When creating the trait in the Audience Manager UI, select Conversion as the Event Type.

  2. Once you have created the trait, the conversion will begin to be reported against in the Audience Optimization reports and in Audience Lab.