Filed under: Actionable Insights, Datarati, Web Analytics | Tags: Google Campaign Insights
Google is rolling out a new tool for large advertisers to gauge the success of their display buys beyond the most common metrics of impressions and clicks.
The tool crunches data from thousands of users to figure out how many searches a campaign caused post-viewing, as well as how many visits to the marketer’s Web site. It then compares this with a control set of users not exposed to the display ads.
By comparing the two samples, Google believes it can isolate how much of search and site traffic increases can be directly attributed to banner ads as opposed to other marketing efforts.
The tool, Campaign Insights, is part of Google’s twin approach to growing the overall display ad business and its chunk of it.