The Google Ad Manager integration provides reporting for all email campaigns, but there are limitations with how the data is reported by GAM. Clients should rely on reporting for email campaigns from LiveIntent for more accurate data.

Impressions

LiveIntent provides 3 different types of impression metrics:

• Impressions = Decisions + Reopens
• First Impressions = Decisions
• Adjusted Impressions = Total Impressions adjusted for Apple’s Mail Privacy Protection.

These metrics are translated to GAM as:

• LiveIntent Impressions -> GAM ad server unfiltered downloaded impressions. This metric is only available via the GAM reporting section and represents a raw impression count before any filtration.
• LiveIntent First Impressions -> GAM Impressions
• LiveIntent Adjusted Impressions -> Not available in GAM

Given that GAM impressions do not include reopens and are not adjusted for Apple MPP, clients may find GAM impressions to not be an accurate representation of their data. This also impacts how GAM forecasts availability for email inventory.

Clicks

GAM uses different anomaly filtering models from LiveIntent to filter out anomaly and duplicated clicks. Clients may find particular ad slots in their newsletters are subject to higher degrees of bot traffic and will find larger discrepancies in click reporting when comparing GAM with LiveIntent. Clients should rely on LiveIntent for accurate click reporting.

Reporting from LiveIntent

Clients may utilize LiveIntent’s reporting to generate accurate analytics for their direct sold campaigns that are trafficked in GAM.

1. Navigate to Reporting – https://platform.liveintent.com/reporting
2. Click on Create New Report
3. Select Inventory Manager Report
4. Within this report, 2 new splits have been introduced:
   
   • GAM Line Item ID
   • GAM Creative ID                   
5. Clients can also filter the report based on which ad server was used:
   
   • LiveIntent
   • Google Ad Manager           

Note – GAM Reporting in LiveIntent became available on 8/30/2022. Any GAM data before this date will be incomplete in LiveIntent.