Measuring data accurately can be a daunting task. Worse yet, if done incorrectly, it could potentially lead to some serious issues for agencies, marketing teams, analysts, and anyone else managing accounts.
That’s why Google’s recent Measurement Updates were overwhelmingly exciting. These new tools can help fill in the gaps for marketers when when determining the customer journey by location, device, and channels. (If you missed anything about our last post in these series about Audience Innovations, you can catch up at your convenience.)
What exactly happened?
New tools were created to give data-driven marketers insights into the customer journey across various funnels so they can make better business decisions.
What were the updates?
- Location extensions and store visits for YouTube TrueView Ads
- Store sales measurement at the device and campaign levels
- Google Attribution and Google Attribution 360
- Unique reach & frequency reporting for AdWords Display Campaigns & Doubleclick
What are our thoughts on these features?
The new tools empower data-driven marketers to gain a deeper understanding of their customer across a myriad of locations, devices, channels, and touchpoints. The more we know about our potential customers, the better (and more accurately) we can target them. This should hypothetically make the whole process of shopping less frustrating on the consumer side, too.
Google is trying to win some credit or attribution for an in-store purchase. By more accurately tracking the individual in-store buyer, right from pre-purchase research phase to store visits, and eventual purchase at the store or through third-party data connections (using credit card data), they’re trying to build an “In-Store Shopper Profile” and map it to their online persona.
Google Attribution is a step up from the current and rather, basic and incomplete attribution functionality offered by Google Analytics. By unifying Google AdWords and Google Analytics data, Google is applying machine learning to create (what it calls) a data-driven attribution model that’s more powerful and useful for marketers worldwide.
Now for some actionable insights!
Location Extensions on YouTube TrueView ads: Activate location extensions for TrueView ads on YouTube. (Benefits TrueView advertisers.)
Google Attribution 360: Unify Google AdWords and Analytics data into Attribution 360 to benefit from data-driven attribution model. (Benefits any marketer that’s using AdWords and/or analytics.)
Store Sales Measurement: Import store level transaction data onto search and shopping campaigns. (Benefits retailers with brick and mortar presence, especially chain stores.)
Unique Reach & Frequency Reporting in DoubleClick: Auto-deduping of users through unique users and average impressions/unique user reports. (Benefits all DoubleClick campaign managers.)
Stay tuned for our next post in this series about Voice Search and Artificial Intelligence. In the meantime, view our webinar highlighting what Google’s recent changes mean for your brand!