Author Archives: Adam Singer

New brand, new home: Where to find Google Marketing Platform online


When we brought together DoubleClick and the Google Analytics 360 Suite under Google Marketing Platform, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.

First, you should know that we’ve moved our content and product information to marketingplatform.google.com. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)

We’ve also launched new and improved blogs, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. Bookmark us.

Of course, you can also connect with Google Marketing Platform on social:

Twitter: Follow @GMktgPlatform

LinkedIn: Follow Google Marketing Platform for updates

YouTube: Subscribe for new videos

You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.

And don’t worry: We haven’t changed the Google Analytics social channels. We will continue to bring you product news and tips on Google+, Twitter, YouTube, LinkedIn and Facebook.

We hope you like our new home. Thanks for visiting, and come back soon!

Posted by Karen Budell, Google Analytics team

Google Measurement Partners: Trusted measurement solutions for the entire customer journey

We believe that measurement you can trust is critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, measurement has become increasingly challenging. And while Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions.

That’s why we’re announcing Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media.

The program is launching with 20+ verified partners across seven specializations: viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling. Partners offer various solutions that work across Google advertising products, including Google Marketing Platform (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling are now included in Google Measurement Partners.



Our launch partners are recognized leaders within their focus areas and provide solutions widely used by the industry. They meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure the solutions respect user privacy.

With trust and transparency at its foundation, Measurement Partners continues our commitment to providing both quality and choice when it comes to measuring performance and helping marketers better understand their customers. Alongside our partners, we’ll keep working to establish commonly accepted standards and advanced measurement solutions that help raise the bar for the industry.

Posted by Babak Pahlavan, Senior Director of Product Management, Analytics Solutions and Measurement

Better understand and reach your customers with new Cross Device capabilities in Google Analytics



Today, we’re introducing new Cross Device features to Google Analytics. Analytics will now help you understand the journey your customers are taking across their devices as they interact with your website, giving you a complete view of the impact of your marketing so you can run smarter campaigns that deliver more tailored experiences to your customers.

Piecing together a more complete picture

Cross Device reporting in Analytics takes into account people who visit your website multiple times from different devices. Now, instead of seeing metrics in Analytics that show two separate sessions (e.g., one on desktop and the other on mobile), you’ll be able to see when users visited your website from two different devices. By understanding these device interactions as part of a broader customer experience, you can make more informed product and marketing decisions.

Say you’re a marketer for a travel company. With the new Acquisition Device report, you may find that a lot of your customers first come to your website on mobile to do their initial research before booking a trip later on desktop. Based on that insight, you might choose to prioritize mobile ad campaigns to reach people as they start to plan their trip.

In addition to the Acquisition Device report, you’ll soon have access to other Cross Device reports like Device Overlap, Device Paths and Channels. Our Cross Device reports only display aggregated and anonymized data from people who have opted in to personalized advertising (as always users can opt out at any time).

Reaching the right customers along the way

Analytics will also now help you create smarter audiences based on the actions people take on various devices. That way you can deliver more relevant and useful experiences.

Let’s say you’re a shoe retailer and you want to share a special promotion with your most loyal customers. You decide this means people who have purchased more than $500 in shoes on your website in the last 12 months using any of their devices. If a group of customers buy $300 worth of shoes on their phone and another $300 on their desktop, they’re just as valuable as another group who spend $600 on a single device, right?

Analytics now understands that these two groups of customers actually spent the same amount on your website, helping you create a more accurate audience list to reach the right customers. And spend isn’t the only way to segment and build audiences. You can also create remarketing campaigns to reach audiences based on how many times they visit your website across multiple devices.

Get started

To use these new Cross Device features, start by visiting the Admin section of your Analytics account and choose the setting to activate Google signals. (If you don’t see this setting, you will soon—we’ll roll it out to all Analytics accounts over the coming weeks.) There’s no need to update your website code or get additional assistance from a developer.

With these new beta features in Analytics, we hope you’ll quickly see that by better understanding the customer journey across devices, you can create more relevant and useful experiences for your customers.

Posted by Jesse Savage, Director, Product Management, Google Analytics

Putting machine learning into the hands of every advertiser

This post originally appeared on the Inside AdWords blog

The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. Earlier this year, we explored how machine learning is being used to improve our consumer products and help people get stuff done.

In just one hour, we’ll share how we're helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.

Join us live today at 9am PT (12pm ET).

Deliver more relevance with responsive search ads

Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing responsive search ads. Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.

Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.

We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.1 Responsive search ads will start rolling out to advertisers over the next several months.

Maximize relevance and performance on YouTube

People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.2 And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.3 That means it’s critical your video ads show at the right moment to the right audience.

Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out Maximize lift to help you reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.

Maximize lift is available now as a beta and will roll out to advertisers globally later this year.

Drive more foot traffic with Local campaigns

Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years4, and almost 80 percent of shoppers will go in store when there’s an item they want immediately.5 For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.

Today we’re introducing Local campaigns: a new campaign type designed to drive store visits exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.

Show your business locations across Google properties and networks

Local campaigns will roll out to advertisers globally over the coming months.

Get the most from your Shopping campaigns

Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. These Smart Shopping campaign help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to optimize across multiple business goals.

Beyond maximize conversion value, you’ll also be able to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.

Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.

We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.

Tune in to see more

This is an important moment for marketers and we’re excited to be on this journey with you. Tune in at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.

For the latest news, follow the new Google Ads blog. And check out g.co/adsannouncements for more information about product updates and announcements.

1 Internal Google data.
2 Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video.
3 Google / Ipsos, US, November 2017.
4 Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017.
5 Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017.

Posted by Jerry Dischler; VP, Product Management

From basecamp to summit: Achieving new heights with Google Marketing Platform Partners


Earlier this week we announced Google Marketing Platform, which brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite into a single solution to plan, buy, measure and optimize customer experiences across channels and devices. But we all know having great technology is only part of the solution. You also need people with the expertise and knowledge to fully take advantage of everything the technology enables. It’s not unlike relying on Sherpas to help guide you from basecamp to the summit. You may be able to make the ascent on your own, but engaging a team of experts with a track record of success greatly improves your chances of making the summit. That’s why we’re excited to announce Google Marketing Platform Partners, a new program designed to ensure you have access to all the resources you need to get the most value from Google Marketing Platform.

A robust ecosystem of skilled practitioners and companies

More than just a replacement for the existing programs, Google Analytics Certified Partners and the DoubleClick Certified Marketing Partners, the new program is designed to provide a robust ecosystem of resources, no matter your needs. The foundation of the program is scaled training and capability-building across all the Google Marketing Platform products. Whether you’re looking to build skills in-house or partner with a service provider, the program helps ensure the needed skills and resources are readily available. With more than 500 companies in the program at launch, including leading interactive agencies, system integrators, and top technology, data and media companies, you’ll be able to find a partner to support multiple facets of your business.

Three unique designations

From skill-building to broader, strategic partnerships and technology reselling, the program is designed to deliver the range and quality of expertise you expect:

Certified Individuals: To help increase the talent pool available supporting the Google Marketing Platform, individuals will be able to access a growing library of self-study materials and complete individual product certifications. Successful completion signals an individual’s expertise with specific Google Marketing Platform products.
Certified Companies: Certified Companies provide consulting, training, implementation, operations and technical support services for Google Marketing Platform. These companies not only have individuals certified in one or more products, but they have a high level of knowledge, practical and industry experience, as well as stellar customer references. These strict requirements ensure they have both the expertise and a proven ability to deliver results.
Sales Partners: Sales Partners are Google Marketing Platform experts, just like Certified Companies, but partner more closely with Google in providing consulting and support services, in addition to selling the technology on our behalf.

Get started today

Whether you’re looking to add talent to your team, up-level your current talent, or complement your team with a partner company, Platform Partners offers a trusted source to help close the gaps. And we’ll continue to build out additional skill-building resources, refine our certifications and add new partners covering more countries and languages. To get started on taking your marketing to even greater heights, browse our current Partners to find a partner equipped to help you get the most from your investment in Google Marketing Platform.

Posted by Chip Hall, Managing Director, Media Platforms

Measure Matters: A New Video Series to Keep You Up to Date on Your Data


Whether you’re a data analyst, marketer, or e-commerce specialist, keeping on top of your data and making informed choices can make significant impact on your business. With that in mind, the Google Analytics team has introduced a new video series on YouTube: Measure Matters. Hosted by Analytics Advocates Krista Seiden and Louis Gray, the series covers best practices on leveraging our suite of products, rounds up highlights from the larger measurement community, and reviews recent product updates - so you never miss a thing, even with your busy schedule.

Subscribe to our YouTube channel or find our Measure Matters playlist: https://tinyurl.com/measurematters.

Measure Matters kicked off in May with a deep dive into Machine Learning, where we talked about automatic insights within Google Analytics, and whether the machines were coming for our jobs. (Spoiler alert: they’re not)

Our second episode covered finding your North Star, being sure to try new approaches and take risks, but to make choices based on data, rather than hacking your way through without a clear plan.

The third episode focused on how app developers can literally change the game through mobile app analytics, leveraging Google Analytics for Firebase.

Measure Matters Episode 3: Google Analytics for Firebase


What’s Coming Next

Measure Matters is scheduled to stream live every two weeks, with most events taking place at 10 a.m. Pacific time on Wednesday. Our next event will take place on Wednesday, June 27th, with the topic of Hearts, Charts and Shopping Carts -- how you can evolve your marketing measurement with data. See our playlist for upcoming and past episodes.

How You Can Participate

Measure Matters is not a one-way broadcast. Krista and Louis regularly stream live on YouTube and answer questions taken via YouTube or on Twitter, using the hashtag #measurematters. So send us your questions, ideas, or content you think belongs on our show, and it just may make our next episode.

Happy analyzing!
Posted by Krista Seiden and Louis Gray, Analytics Advocates

Deliver more relevant experiences with Optimize and AdWords

Search is one of the most important acquisition channels in a marketer’s toolkit. But it’s not enough to just optimize search ads. It’s essential to consider the entire customer journey and keep people engaged once they reach your site. That’s why we introduced an integration between Optimize and AdWords to make it easy for marketers to test and create personalized landing pages.

How Spotify boosted conversions with Optimize and AdWords


Spotify, one of the world’s leading audio streaming services, is just one example of a company that has successfully used the Optimize and AdWords integration to drive more conversions from their search campaigns. Spotify discovered that the most streamed content in Germany was actually audiobooks, not music. So they wanted to show German users that they have a wide selection of audiobooks, and also that the experience of listening to them is even better with a premium subscription. 

Using the AdWords integration with Optimize 360 (the enterprise version of Optimize), Spotify ran an experiment that focused on users in Germany who had searched for "audiobooks" on Google and clicked through on their search ad. Half of these users were shown a custom landing page dedicated to audiobooks, while the other half were shown the standard page. The custom landing page increased Spotify’s premium subscriptions by 24%. 

"Before, it was a fairly slow process to get all these tests done. Now, with Optimize 360, we can have 20 or more tests running at the same time. It’s important that we test a lot, so it doesn’t matter if we fail as long as we keep on testing,” said Joost de Schepper, Spotify’s Head of Conversion Optimization."

Watch Spotify’s video case study to learn more



Driving your own results

Today, we’re announcing three new updates to make it easier for all marketers to realize the benefits that Spotify saw from easily testing and creating more relevant landing pages:

1. Connect Optimize with the new AdWords experience

You can connect Optimize to AdWords in just a few steps. Follow these instructions to get started.

Not using the new AdWords experience yet? Make the switch to gain access to more actionable insights and faster access to new features.

2. Link multiple AdWords accounts at once

For advertisers that have many AdWords accounts under a manager account, individually linking each of those sub-accounts to Optimize can be time consuming.

Now, you can link your manager account directly to Optimize. This will pull in all your AdWords accounts at once, allowing you to immediately connect data from separate campaigns, ad groups, and more. To get started, switch to the new AdWords experience, and then you’ll see an option to link your manager account in your Linked accounts, learn more.

3. Gain more flexibility with your keywords

You can now run a single experiment for multiple keywords, even if they’re across different campaigns and ad groups. For example, test the same landing page for users that search for “chocolate chip cookies” in your “desserts” ad group and for users that search for “iced coffee” in your “beverages” ad group.

With the Optimize and AdWords integration, driving results through A/B testing is fast and simple. Sign-up for an Optimize account at no charge and get started today.

Happy Optimizing!


Posted by Rotimi Iziduh, Product Managger, Google Optimize

Introducing Advanced Analysis in Google Analytics 360

In our conversations with marketers, we consistently hear that they are looking to gain deeper insights into the customer journey and then turn those insights into better customer experiences. 

Today we’re excited to announce Advanced Analysis, a new tool in beta for Google Analytics 360 customers. Advanced Analysis offers more detailed analysis techniques and deeper exploration capabilities, so you can improve your understanding of how people interact with your site and use those insights to deliver better experiences and reach your business goals.

Our top priority is to help you discover business insights while respecting user privacy. So, as with all Analytics capabilities, data utilized in Advanced Analysis is treated confidentially and securely.

Three ways to support sophisticated analysis



Advanced Analysis offers three new powerful techniques to help surface actionable insights about how people use your site: Exploration, Funnel Analysis, and Segment Overlap. And you can build audiences using any of the techniques, making it seamless to take action on the learnings that come out of your analysis.

With the Exploration technique, deeper analysis can be done in just a few clicks. Easily drag and drop multiple variables (segments, dimensions, and metrics) into the analysis canvas and see instant visualizations of your data. Exploration allows you to view and compare multiple analysis tabs in a single view — helping you test and refine your insights as you go.

Create multiple tabs and compare your analyses.
Use the Funnel Analysis technique to understand the steps users take to complete actions on your site. For example, you can quickly see how users progress through your purchase process and identify steps where it can be improved. With the current Custom Funnels in Analytics 360, you can add up to 5 steps (e.g. Visited Site, Added Product to Cart, Started Checkout, Started Payment, Purchased), but Advanced Analysis lets you add up to 10 steps. These extra steps - along with the ability to add multiple segments and dimension breakdowns - give you a deeper look at how different groups of people interact with your site.

The Segment Overlap technique allows you to see how segments you’ve created in Analytics 360 intersect with one another. For example, suppose you ran a major display campaign last month that led to a lot of new first-time purchasers, and now you want to know if they’re sticking around to become repeat customers. Segment Overlap allows you to compare how much this group of first-time buyers overlaps with users who have made a purchase in the past month and with users who are now returning to your site.

See overlap between different audience segments.

Advanced Analysis in action


Let’s review an example of how you can use these techniques together to uncover helpful new insights and put them into action. Imagine you manage an ecommerce store that sells to people around the world. You want to know if there are opportunities to improve your site experience for international customers and drive more sales.

With Advanced Analysis, you can get those answers easily. Starting with Exploration, you organize your Analytics 360 data to show number of users and revenue by country. You realize that you have a lot of new users in India but no revenue -- so there may be an opportunity to improve the checkout process and boost conversions.


Organize data by country to determine your top countries by traffic.

From there, you investigate further with the Funnels technique to compare conversion rates at each step of your purchase funnel for US and India users. In doing so, you see there is a steep drop in completion rate on the checkout step for the India group. This confirms what you suspected, that the checkout flow can be improved for these users.

With just two clicks, you build an audience of India users who have added a product to their cart but didn’t purchase. Once the audience is created, you can use Optimize 360 to test a new checkout experience for that group. And then, with just a few more clicks in Analytics 360, you can push that audience to AdWords or DoubleClick Bid Manager to run a remarketing campaign, taking advantage of the now optimized checkout flow.


Identify conversion rate drop off, and build a custom audience based on that segment.

For enterprises looking to better understand customer journeys, Advanced Analysis helps surface hard-to-find insights and makes it easy to put those insights into action. Advanced Analysis will be rolling out over the coming weeks as a beta to all Analytics 360 users.

Happy analyzing!

Posted by Dan Stone, Product Manager, Google Analytics 360


Tune in on July 10, 2018 as we announce our latest product innovations

Sign up to join the live streamed keynote at Google Marketing Live

When: Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET

Duration: 1 hour

Where: Here on the Analytics blog



















It’s that time of year again! Join us as we unveil the latest Analytics, Ads and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you transform your business. Also gain access to the latest insights and trends that are shaping the future of the industry.

Register for the keynote live stream here. We’ll also make a recording available after the live stream for advertisers in other time zones.

Until then, subscribe to Think With Google, and follow us on Twitter, Google+, Facebook and LinkedIn for a sneak peek of what’s coming soon.

Posted by Sridhar Ramaswamy, Senior Vice President, Ads & Commerce