Your national pet-care retail customer wants to attach their consumers’ behavior with their annual business goal of 20% revenue increase. What should they set up within Display & Video 360 to get that information?
Why other options are in correct?
Custom bidding are used to add further enhancement to bidding strategies that are otherwise difficult to achieve with bidding strategies alone.
Instant reporting are just a report you can use to understand campaign performance such as impressions, clicks, etc.
Conversion tracking can help you track how many conversions DV360 has brought in. It records conversion on DV360.
There are additional features you can use in DV360 to get customer behaviour insights.
Custom Floodlight Sales Tags (The Foundation)
To track revenue, standard conversion tracking isn’t enough. They must implement Floodlight Sales Tags (transaction rate tags) across their website’s checkout confirmation pages.
Why it matters: Unlike standard counter tags that just count a click or visit, a Sales Tag pulls live transaction variables directly from the website at the exact moment of purchase.
What it tracks: It captures specific variables like Revenue, Order ID, and Quantity. This allows the customer to directly measure the absolute dollar amount of revenue generated specifically by their DV360 campaigns, proving how close they are to that 20% growth goal.
Custom Floodlight Variables (u-variables)
Because this is a pet-care retailer, they shouldn’t just track that someone bought something—they need to track consumer behavior. They should set up Custom Floodlight Variables (known as u-variables) to capture behavioral attributes during the checkout process.
Examples for Pet Care: They can assign custom strings to track pet type (u1=dog_owner), brand preference (u2=premium_organic), or purchase frequency (u3=monthly_subscriber).
The ROI Link: This ties consumer behavior (e.g., high-value dog owners buying premium food) directly to the specific revenue blocks driving the 20% baseline increase.
Google Analytics 4 (GA4) Integration
They must seamlessly link their DV360 advertiser account with their Google Analytics 4 property.
Why it matters: GA4 excels at tracking downstream, post-click consumer behavior (e.g., how long a user browsed cat toys, what items they added to a cart but abandoned, or their lifetime value).
The ROI Link: This integration gives a unified full-funnel view. It allows the retailer to build advanced behavioral audiences in GA4 (like “Users with a high probability to purchase in the next 7 days”) and instantly export them back into DV360 to run highly optimized, revenue-driving prospecting and remarketing campaigns.