Connect your advertising channels and automatically import performance data daily across:
Campaigns
Ad sets / Ad groups
Ads
Creatives
For Display networks like DV360 we import information about:
Campaigns
Insertion Orders
Line Items
Creatives
In this article is an explanation of which metrics we import per marketing channel. We also list relevant details per channel. Want to know more about the UTM's that are needed to attribute sessions from these channels to conversions?
-> Visit the UTM article.
Want to know more about how to set-up the integrations?
-> visit the connect marketing channels article
Supported channels
Below is an overview of each channel
Google Ads
Search and performance ads across Search, Shopping, YouTube, and Display; best for high-intent marketing.
Metrics imported:
Impressions
Clicks (Outbound link clicks)
Spend
Budgets (campaign level)
Video views
Details
Reach & frequency metrics are not available in the Google API.
Information about keywords and products is also imported.
Video creatives are imported and displayed in creative performance
YouTube
Google Ads Campaigns with the following definition:
When adnetwork is 'YOUTUBE_WATCH', 'YOUTUBE_SEARCH', 'YOUTUBE’ OR adnetworktype = 'CONTENT' AND video_views > 0 AND campaign_advertising_channel_type == VIDEO
Will be classified as YouTube campaigns in Billy Grace. Impressions of these campaigns are modelled in a different cluster, which means they don't have the same value as for example Google Search campaigns.
Placements
YouTube placement reporting (in-stream, in-feed, Shorts) is available in Google Ads, but cannot be passed via UTMs into third party analytics platforms. Due to this limitation, Billy Grace can't connect attribution data to YouTube Placements. This is a limitation of Google Ads.
Automations
In Automations, YouTube campaigns can be found under 'Google Ads'.
Bing Ads (Microsoft Advertising)
Search ads across Bing, Yahoo, and Microsoft inventory; strong for cost-efficient search and B2B.
Metrics imported:
Impressions
Clicks (Outbound link clicks)
Spend
Budget (campaign level)
Details
Reach & frequency metrics are not available in the Microsoft API.
Information about keywords and products is also imported.
Meta Ads
Social and video ads on Facebook and Instagram; strong for e-commerce and broad audience targeting.
Metrics imported:
Impressions
Clicks (Outbound link clicks)
Spend
Budget (Campaign & adset level)
Reach
Frequency
Video views
Leadform conversions
Details
Creatives are imported and displayed in creative performance
The Meta integration requires a re-connect every 2-months. This is a policy set by Meta, which we have to follow. A task will show up in Billy Grace starting from 14-days before the token expires.
TikTok Ads
Video-first ads for discovery and short-form creative testing; best for scaling performance with video.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Video views
Details
Creatives are imported and displayed in creative performance
Spark Ads are also imported and displayed in creative performance
Snapchat Ads
Mobile-first ads for younger audiences; used for ecommerce and app performance.
Metrics imported:
Impressions
Clicks (swipes, not the same as outbound clicks)
Spend
Budget
Reach
Frequency
Video views
Details
Creatives are imported and displayed in creative performance
DV360 (Display & Video 360)
Enterprise programmatic buying across display, video, and CTV inventory.
Metrics imported:
Impressions
Clicks
Spend
Budget
Details
Reach and frequency are supported on daily and ad level.
In the DV360 API there is a delay of 1-day, this means the above mentioned metrics will never have data of yesterday.
Quantcast
Programmatic display platform focused on audience targeting and privacy-friendly scale.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Video views
Visual discovery ads for planning and purchase intent; strong for retail and lifestyle categories.
Metrics imported:
Impressions
Clicks
Spend
Budget
Details
Reach and Frequency are not imported as Pinterest uses a different definition for these metrics in the API compared to Meta and TikTok.
B2B advertising with professional targeting; used for lead generation and recruiting.
Metrics imported:
Impressions
Clicks
Spend
Budget
Outbrain
Native publisher network for content distribution and upper-funnel traffic.
Metrics imported:
Impressions
Clicks
Spend
Budget
Criteo
Commerce-focused retargeting and dynamic product ads; widely used in ecommerce.
Metrics imported:
Impressions
Clicks
Spend
Budget
Details
Reach & frequency metrics are not available
Community-based ads for niche targeting and high-consideration audiences.
Metrics imported:
Impressions
Clicks
Spend
Budget
Details
Reach & frequency metrics are not available
MNTN
Performance TV / CTV designed for measurable direct-response outcomes.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Details
With MNTN we build a verified visit integration. This means we can track if a visitor on the website viewed an ad in the set window served by MTNN. This 'view' is added to our Multi-touch attribution model. Read more about this here.
X (formerly Twitter)
Real-time ad platform for awareness and conversation-driven campaigns.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Adform
Programmatic platform used heavily in Europe across display and video.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Indeed
Recruitment advertising platform for promoting job listings and driving applicants.
Metrics imported:
Impressions
Clicks
Spend
Budget
Details
Reach & frequency metrics are not available
CM360 (Campaign Manager 360)
Ad serving platform for centralized reporting across display and video.
Metrics imported:
Impressions
Clicks
Spend
Budget
Reach
Frequency
Details
Only connect CM360 to Billy Grace if you are serving ads from a publisher that doesn't have a native integration with Billy Grace. Don't connect CM360 if the same campaigns are also available in for example DV360, as this can cause issues in reporting in where the same campaigns are reported multiple times. This also causes conflict when using Automations with DV360.
FAQ
How often is data imported?
We import performance data daily for every connected channel. In the API of DV360 is a default delay of 1-day, this means data of yesterday is not available.
What levels of reporting are supported?
We import metrics for:
Campaigns
Ad sets / ad groups
Ads
Creatives
For DV360 we import:
Campaigns
Insertion Orders
Line Items
Creatives
Why are reach and frequency missing for some channels?
Some platforms do not expose these metrics through their reporting APIs, or only expose them at certain levels. We import reach and frequency only when the channel provides them.
Does the integration include historical data?
We import at least 1 year of historical data from each channel.
What happens if a channel fails to sync?
We retry automatically. If a sync issue persists (for example due to revoked access from the ad platform), you may need to reconnect the integration. A task will show up in the platform that will tell you to reconnect on the integration page. Data is not lost and once the access has been restored will be imported retrospectively.
Are timezone and currency handled consistently?
Spend and budgets are converted to the currency set in Billy Grace. This is done based on the daily exchange rate.