Tag Archives: Analytics

Move beyond last click attribution in AdWords

People often see many ads across different devices before making a purchase, booking a flight, or signing up for an account. Because of this, advertisers know that last click attribution may not always tell the full story. In 2014, we released the Attribution Modeling Tool in AdWords to share insights about how users interact with your ads. Later this month, you’ll be able to integrate the attribution model of your choice with your conversion data and bidding.

For each conversion type, use a simple drop­down menu in Conversion settings to select one of six different attribution models ­­ last click, first click, linear, time decay, position­based, or data driven. When you pick a new model, credit will be reassigned across the conversion path for all search or shopping ad clicks on Google.com, and your conversion stats will change moving forward. You can adjust bids based on your new way of counting conversions, and if you’re using automated bidding for search ads, your bids will be optimized automatically to reflect your new model. To learn more, visit our Help Center.
For the first time, AdWords advertisers with sufficient data will also be able to select the new data driven attribution model as a public beta, which is also available in Analytics 360, Attribution 360, and DoubleClick. Unlike rules­based models, data driven attribution uses machine learning to evaluate all the converting and non­converting paths across your account and identifies the proper credit for each interaction. The model considers the number of ad interactions, order of exposure, ad creative, and many other factors to determine which keywords and clicks are the most effective at driving results.

To help advertisers succeed with attribution, we’ve created a new best practices guide: “Beyond Last­Click Attribution.” The guide will show you how to:
  • Determine how important moving beyond last­click attribution is to your business 
  • Choose a model that best fits your needs 
  • Value early influencer keywords appropriately 
  • Act on attribution 
  • Evolve your approach to attribution as measurement gets better 

We hope the new functionality and guide will help you optimize your marketing campaigns and drive stronger results, and our goal is to expand beyond search soon.  

Posted by:
Joan Arensman, Product Manager
Wilfred Yeung, Product Manager

Better insight into your customer interactions with Google Analytics

A few weeks ago, we highlighted how connecting site analytics data with digital marketing campaign data can help companies understand the full customer journey. A deep understanding of customers is essential to running a business today as customers have higher and higher expectations for personalized and relevant experiences from brands.

Site and app analytics data are key sources for developing customer understanding and segmentation as, for many companies, this is where customers interact with the brand most frequently. Analytics and Analytics 360 have existing capabilities to help our customers measure lifetime value and understand user engagement for groups of their customers, but often your data needs to go deeper to help analyze your most important customers. Today, we’d like to announce a brand new capability in user-centric analysis to help address this: User Explorer. With User Explorer, you can now analyze the actions that an anonymous individual has taken on your site or app. These insights can help improve the user experience when people interact with your business online.

 For example, you might want to understand how your top 10 customers interacted with your site or apps. With User Explorer you can get insights into visitors that spent the most with you over a given time frame and analyze each of their journeys on your site over that time period. This analysis surfaces individual interactions that can uncover new opportunities for optimizing their overall experience and path to conversion. In addition, User Explorer opens up new possibilities to help inform your marketing activities. For example, User Explorer can help you identify anonymous individual customers who have not converted recently and help them re-engage with your site using existing marketing channels.

Combine User Explorer with existing user-centric capabilities to help you go deeper and make your data actionable. With the high value users you've identified using the User Explorer, create a Google Analytics "Segment" so that you can apply this group of users across all your reports and understand how this group behaves across your site. Building an audience from these segments allows your business to remarket specifically to these customers. Using our Cohort Analysis report, will also help customers understand core user engagement metrics such as retention are performing for this same segment. When were they acquired and what percentage of them came back the next day? How many purchases does this group make day by day? In our Active User report you can see the number of users in this segment that were active in the last day, the last 7 days, and more to have a clear picture of the size of your customer base and its trend across time.

We hope this feature will help you gain the insight you need to build amazing experiences for your customers. Happy exploring!

Posted by Gene Chan, Google Analytics Team

Adapting Measurement Strategies for Modern Marketing

Last week Forrester Research hosted a Forum for Marketing Leaders in New York City. I had the pleasure of speaking with top enterprise executives about data and analytics strategies to help them harness the exponential increase in data volume — caused by new devices, channels, and fragmented audiences — and turn data into useful insights.

Mobile has changed everything for everyone. For marketers, mobile has presented an opportunity to learn much more about consumer behavior. Marketers can then use those insights to deliver useful brand experiences in intent-rich moments when consumers are looking to buy.

But it’s not easy. Mobile has fractured the customer journey into little pieces (of data) and most legacy systems are ill-suited to organize, process, and make sense of all this data. Businesses could never hire enough people to mine all this data because it is growing and compounding so quickly — it’s just not practical. It’s estimated that 90% of the world’s data was created in the past two years. Think about that.

While conducting a recent research study we discovered the top challenges enterprise marketers are facing in a mobile-dominated world. We studied these challenges, spoke with executives at leading organizations, and brainstormed with our own engineers to develop strategies and products to help marketers win in today’s modern world.
  1. Understand the customer journey. Marketers need complete data to see what’s happening across the entire customer journey. Views of performance based on sessions, devices, and channels are no longer sufficient. The new view of performance means putting customers at the center of marketing strategy, which requires a data toolset that’s integrated across channels, touchpoints, and devices.
  2. Get useful insights, not just more data. The masses of digital information produced each day mean marketers need enormous computing power, data science, and smart algorithms all working together to quickly make sense of data for them. Tools that can perform ongoing automated analysis and spotlight opportunities for marketers are essential to ensure future success.
  3. Share insights with everyone. Putting data into everyone’s hands gets the whole company on the same page, strengthens cross-functional goals, and drives smarter decision-making. Data isn’t just for analysts anymore. For organizations to truly adapt for success, they need more people using insights and more people collaborating to spark great ideas. Tools offering data visualization and instant sharing help foster a truly data-driven culture.
  4. Deliver engaging experiences to the right people. When organizations provide customers with personal and relevant brand interactions — that deliver real value — it naturally leads to better marketing performance. The consumer wins and the marketer wins. Achieving this state depends on seamless data integrations across multiple technologies and platforms — and on executing instantly. Tools that swiftly integrate well with others will lead the way.

These four strategies work together to create a virtuous cycle that drives marketing results and a competitive advantage. We built the Google Analytics 360 Suite to help marketers execute on these strategies and overcome today’s challenges and win in the multi-screen world.

Learn how Progressive is using the Google Analytics 360 Suite to improve their customer experience and turn browsers into buyers.

Posted by Paul Pellman, Director of Data and Measurement at Google

Spotlight on Attribution 360, part of the Google Analytics 360 Suite

Your marketing strategy isn’t single channel so why should your measurement practices be? 

Looking at marketing performance one channel at a time no longer makes sense. In today’s complex, micro-moment, cross-screen landscape, the lines between marketing efforts are blurred. Traditional marketing and digital marketing overlap, with investments online delivering results offline, and vice versa. Cross-channel marketers have an opportunity to shift away from channel-by-channel thinking to better understand how to optimize their entire marketing strategy.

Google Attribution 360 allows you to measure and optimize marketing spend for all channels, online and off, at once. Use it to uncover insights, make a true impact on the customer journey, and improve ROI.


The Digital Attribution, Marketing Mix Modeling, and TV Attribution capabilities within Attribution 360 allow you to analyze all your available data streams and create a highly accurate model of your full marketing efforts.

  • Digital Attribution helps you combine and interpret siloed data sources, apply data-driven attribution modeling, and optimize your digital marketing mix. Rather than using a limited first-touch, last-touch, or arbitrary rules-based model, Digital Attribution awards the appropriate credit to each and every touchpoint on the customer journey. 
  • Marketing Mix Modeling adds a top-down, aggregated view of performance across all channels, including media such as radio, television, print, out-of-home, and digital. You’ll also get insights into how external factors such as economic conditions, seasonality, and competitive actions impact your marketing efforts. 
  • TV Attribution helps business relying on TV to build awareness and demand to integrate digital and broadcast data and understand their cross-channel performance. Down-to-the-minute TV ad airings data is analyzed alongside digital site and search data to reveal the attributable impact of specific broadcast ad placements. 
Here’s how one of our customers, Open Colleges, uses Attribution 360 to make the connection between TV and digital advertising.

Google Attribution 360 helps Open Colleges see how TV ads turn into online leads 

Open Colleges, Australia’s leader in online learning, felt television advertising could be a powerful tool to reach its audience, but in a data-driven and lead-driven culture they found it difficult to measure and justify the actual impact of TV ads. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. That’s when they turned to Google Attribution 360.

For three months in 2015, the team tested Attribution 360 with a series of TV campaigns focused on their key user base of women aged 25-54 who are looking to enhance or change their careers. They ran ads on a variety of TV programming — cooking shows, series, soap operas, and news and morning shows.


Getting results 

With Attribution 360, the Open Colleges team could see clearly what was engaging TV viewers and driving them to search. While news and morning shows delivered larger impression volume, light entertainment shows like Ellen and Grey’s Anatomy had higher impact on leads. Open Colleges also learned that while Saturday was their most engaged day, Monday and Tuesday spots were more cost-efficient by an average of 12%.

“We gained insights into day-parting, 15-second versus 30-second spots, and campaign flighting — just a level of insights we’ve never had before,” says Matt Hill, Head of Brand & Communication for Open Colleges.

They also learned that dual-screen TV viewers were far more engaged on mobile than on desktop, and far more engaged on smartphones than on tablets.

“People sitting on the couch who see a TV ad, they’re not going to run and get their laptop,” notes Hill. “They pull out their phone and search for us right there.” In prime time (6-10pm), for example, 81% of attributed visits were from mobile.

Making adjustments 

As results came in, the Open Colleges team made adjustments to campaigns, ad buys and creatives to capitalize on what they learned. The realized they had to make sure their online ads were at or near top position for web searches using keywords like online courses any time their TV ads were driving response. “Your search bidding strategy has to be aligned with your TV activity,” says Hill. “If your TV ad drives a mobile user to search for online education and you aren’t there, you won’t make the most of your investment.”

In the first three months, Open Colleges saw a significant uplift with its key target audience of women aged 25–54. As a result, the team is now testing many new approaches, like targeting smaller audiences in Western Australia, trying programming alternatives at off-peak hours, and exploring the hours where 15-second ads get the best ROI.

“Traditional metrics just don’t cut it anymore,” says Hill. “You need to understand what your marketing dollars are doing for you in detail, and TV attribution has given us the visibility and confidence that TV does deliver against hard business metrics. If you’re serious about understanding the pathways to conversion and the full impact of your offline spend for maximum ROI, Attribution 360 is a must.”

Read the full case study with Open Colleges for more details.

Stay tuned for more updates on Attribution 360 as we continue to invest in new and exciting capabilities.

Posted by Dave Barney, Product Manager, Google Attribution 360

Redesigned Google Analytics mobile app now available for both Android and iOS

Never be more than a “tap” away from your data 


The world doesn’t stop moving when you’re not at your computer. We're making it easier to monitor and share your key Google Analytics data on the go with a new, updated Google Analytics mobile app.

You can now download the new and improved Google Analytics mobile app for Android and iOS. The app works on all modern phones and tablets, in 39 languages and in all countries currently where Google Analytics is available.

Here’s just a few of the highlights about the new app:
  • Easy access to a full overview of your Google Analytics data 
  • See what is happening now with real-time business data 
  •  Go deeper into your reports with segments 
  •  Customize your own mobile dashboard 
  •  Easily share your insights with others 

Digging deeper into the app 

The new Google Analytics mobile app simplifies Google Analytics reports into a small screens format that puts an incredible depth of data at your fingertips.



Want to track a specific key metric that's not there by default? You can now build or modify a report quickly and save it to your mobile dashboard.



Find something interesting? Share it with anyone via email, social, messaging or in any manner supported by your device.



Here's a quick walkthrough to show how the new Google Mobile analytics app looks in action:



Now you can keep up with what is happening with your sites and mobile apps anytime, anywhere. Download the Google Analytics mobile app today on Google Play (Android) or Apple iTunes (iOS).

Note: The app currently supports portrait (upright) orientations on tablets and phones. Landscape support is coming soon.

Posted by Ajay Nainani, Product Manager, Google Analytics

Join us as we announce the latest Ads and Analytics innovations on May 24th

Tune in live to the Google Performance Summit Keynote on Tuesday, May 24 at 9am PT / 12pm ET to hear the latest Ads and Analytics innovations.


We live in exciting times when technology seems to upend everything as we know, every few years. And nothing has changed consumer behavior and business innovation as much as the mobile phone. People are attached to their phones, tapping and swiping their way through places to go, stuff to buy, and things to do. This presents a tremendous opportunity for marketers to connect with customers in more meaningful, relevant ways. And Google is a key partner for advertisers, providing the media and tools to help you make those connections and measure the results.

To ensure we are building the right products for consumers and businesses all around the world, my team and I make it a priority to regularly visit our ads and analytics customers. Last year, we met with advertisers in India, Japan, China, the UK and Germany, and gained new insights from every country.

For example, in Europe, we learned that universal app campaigns are effective at growing installs across a broad range of app users. Now, advertisers want the ability to reach very specific audiences. In Asia, home to three of the five top smartphone markets, advertisers asked for more control and flexibility on mobile devices for both creatives and bidding. And in every country we visited, we saw customers working hard to integrate data from across their organizations and transform it into actionable insights. Marketers want better data to understand the customer journey across devices, contexts and channels.

We were all grateful for these insights and have been using them to build a whole new generation of Ads and Analytics products. We look forward to sharing many new innovations with you at the Google Performance Summit on Tuesday, May 24, 2016 at 9am PT / 12pm ET.

Register for the livestream here.

Until then, follow us on our +GoogleAds page for sneak previews of what’s to come.

Posted by Sridhar Ramaswamy Senior Vice President, Ads and Commerce

The New PR Reporting Landscape: How To Show Value and Drive Decisions

By Rajagopal Sathyamurthi (CTO & Co-Founder) and Leta Soza (Director of PR Engineering & Ops) at AirPR

Public Relations constantly grapples with the ability to report meaningful results in a manner that resonates with executives and members of the C-Suite.

Until the emergence of “PRTech” began to enable dot-connecting between PR activities and business goals, the PR industry generally used output driven metrics (impressions, number of press hits, AVEs, etc.) to communicate its value; but these barometers rarely tie back to business goals and don’t do much to inform future decision-making.

All of this is changing as PR shifts its focus from reporting on outputs to data-driven outcomes. Metrics such as visitors to site, engagement, and message “pull-through” are quickly gaining ground as the new gold standards for PR measurement. A widespread adoption of these metrics, however, is predicated on a reporting mechanism that can neatly and efficiently package this data.

To help solve this widespread challenge, AirPR recently launched a Reporting Suite that uses aggregated PR activity output data from our Analyst product to generate automated, actionable reports based on the customized success metrics of any company.

One of the key components to leveraging the power of the Reporting Suite is our solution’s unique integration with Google Analytics. This integration allows us to analyze and visualize specific subsets of Google Analytics data.

The Google Analytics Core Reporting API exposes a few key metrics which have great utility for PR professionals: users and goal/event conversions. Pre-processing and ingesting this metric data into our Reporting Suite allows PR pros to see trends over time as it relates to traffic and engagement driven by PR content.

When PR can quickly survey this data, the question isn’t, “do spikes in coverage volume correspond to spikes in traffic?” Rather it is, “which narratives, outlets or topics drive the most traffic, engagement, or amplification?” Also, “how can successes be replicated?” 


These key metrics combined with AirPR’s data, classification features, and proprietary algorithms also provide a simple way to slice, dice, and visualize complex data in seconds.

Dimensions such as full referrer (content sources) and date (subset of time) are crucial to PR pros understanding which media outlets and specific pieces of content are more impactful for their business over different time ranges. 

AirPR Analyst enhances the direct attribution data from Google Analytics with additional sources of PR data to track and display the performance of content that contain links back to company websites, as well as the impact of articles that do not contain links or those with links that do not get clicked. 

Last but not least, our Reporting Suite aims to impact how PR success is defined. Not only will PR have a clearer picture of what delivers for their brand or client, they can quickly and succinctly speak to business leaders in key data points, which highlight success stories.

No matter what technology or methods you are using, here are a few simple tips for communicating success like a PR boss, and ensuring that the executive (to which you report) can clearly see the value of your hard work and effort:

Top-line and bottom-line it.
 • The best of the month in terms of X metric was Y content and what this means is Z.


Use numbers to tell the story. 
 • We saw an X% change in Y month over month, and what that does for us is Z.


Speak to business wins.
 • This is what X activity did for business goal Y.


Share what’s next. 
• With X data, we are going to focus on Y.


The remaining hurdle for PR pros is to begin thinking differently about what metrics matter in terms of future decision making. While impressions and press hits are certainly important in terms of “activity-based metrics”, they don’t necessarily tell the whole story. Our information-rich environment implores us to continually evaluate which pieces of media or content properly convey key messages, reach our desired audiences, generate top-of-funnel business leads, and ladder up to business goals.

Posted by Google Analytics technology partner AirPR

Google Tag Manager Fundamentals now available in 14 languages on Analytics Academy

In 2015, Analytics Academy launched Google Tag Manager Fundamentals to teach how Google Tag Manager can simplify tag implementation and management. This course content is now available in Chinese, Czech, Dutch, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, and Turkish. 


Google Tag Manager Fundamentals shows you how to use tools like Google Analytics and Google AdWords to improve your data collection process and advertising strategies including:

  • the core concepts and principles of tag management using Google Tag Manager 
  • how to create website tags and manage firing rules 
  • how to enhance your Google Analytics implementation 
  • the importance of using the Data Layer to collect valuable data for analysis 
  • and how to configure other marketing tags, like AdWords Conversion Tracking and Dynamic Remarketing.

Check out Google Tag Manager Fundamentals today! Make sure to use the language picker in the lower right corner of the page to select your language.*

Happy tagging!

*Note: This course is not currently open for certification, but all of the lesson and assessment content is available for you to learn and test your knowledge. Join the Google Analytics Academy G+ community to get updates on existing and new course content! 

  Posted by Lizzie Pace, Google Analytics Education team

Spotlight on Optimize 360, part of the Google Analytics 360 Suite

Because better web experiences start with integrated marketing tools

A recent survey of marketers found that only 26% believe their marketing tools are well-integrated and work seamlessly together.1

And with all the channels and screens that customers are using – plus all the data that results – poor integration makes it hard to understand and respond to all the journeys that customers take to interact with your brand.

When your marketing tools are integrated, you can use all the rich behavioral insights you’ve learned about your customers to make their experience on your site better. You can quickly identify areas of your site that can be improved upon and more easily tailor your site for specific audiences so your business can provide the optimal site experience to each customer.

That’s why we created Google Optimize 360 (beta). This new testing and personalization solution is built with full native integration for all the data that matters to your business.

Get a clearer view and faster action

The Google Analytics 360 Suite was built to make sense of all this data. Optimize 360 helps you take that integrated data and build better web experiences, not just for the "average user" but for individual users with all their different needs and goals. It offers you:

  • One data source. Work with confidence as your web analytics data and experiment data can now work together in one tool. 
  • Experiment and business objectives are the same. Many businesses already use Analytics 360 to measure key activity on their site as they make critical business decisions. Now their experiments can easily test against those same activities. 
  • Simple, powerful personalization. It's easy to use the Analytics 360 segments you’ve already discovered to deliver more personal web experiences. 

 Enterprise-level testing and personalization made simple

Refresh your site messaging or re-imagine the entire customer journey — just about anything is possible with the easy-to-use visual editor in Optimize 360.

Once you’ve created a new variation of your site to test, you can select your Analytics 360 goals as experiment objectives and target your Analytics 360 audiences. After you’ve launched your experiment, you can review experiment reporting that matches your web analytics reporting. It's both easy and powerful ― because testing and personalization are seamlessly integrated with Analytics 360 from start to finish.

The Motley Fool increases order page conversion rate by 26% with Optimize 360

Many Optimize 360 customers have seen first-hand the benefits of an integrated and simple-to-use testing solution. The Motley Fool is one such customer.

The Motley Fool is dedicated to helping the world invest — better. The company was begun by brothers Tom and David Gardner in 1993 as a simple investing newsletter for family and friends. The Motley Fool is a global financial company now, but newsletters remain a key product.

During regular reviews of their Analytics 360 data, The Motley Fool team began to see a weak link in the sales chain — email campaigns were driving visitors to the newsletter order page, but a high percentage of those sessions weren't leading to an order.

The Motley Fool team began experimenting with ways they could make the newsletter order process as simple and easy as possible for their users. They used Optimize 360 to put their ideas to the test and measured their results against an already created Analytics 360 goal that was measuring newsletter orders.

“The ability to use our existing Analytics 360 data in a testing platform was huge for our team,” says Laura Cavanaugh, Data Analytics Manager for The Motley Fool. “Our server-side event tracking for key metrics like leads and orders is 99% accurate — far better than with other sources."

Even before results came in, Optimize 360 made a big impact on The Motley Fool team by saving valuable time and resources. “One of our marketing managers can set up a test from start to finish in less than 10 minutes,” says Cavanaugh.

When the experiment results did come in, they were clear and powerful. The redesigned order page resulted in an improvement in conversion rate over the original order page.

And The Motley Fool isn’t stopping there. Now they plan on testing new elements for many different audience segments, like better landing pages for new prospects and custom experiences for loyal customers.

And having the combination of Analytics 360 and Optimize 360 gives them a more complete view of the greater business impact each of their changes have.

Read the full case study with The Motley Fool for more details.

More to come 

This is only the beginning. In the coming months we’ll share even more product features and integrations that we’re now building into Optimize 360, so you can take seamless action on your Google data wherever it exists.

Want to learn more? Visit our website to read more about Optimize 360.

1Source: Forrester Research, Inc. Discover How Marketing Analytics Increases Business Results

Posted by Jon Mesh, Product Manager, Optimize 360 and Tiffany Siu, Product Marketing Manager, Optimize 360

Spotlight: Smarter Marketing with Analytics 360, part of the Google Analytics 360 Suite

On the Google Analytics team, we believe a primary goal of analytics is to make your marketing smarter.  It should help you understand your customer’s journey, gain and share insights, and create an engaging experience for your audience.

But just as your organization can’t achieve these goals in a silo, neither can your website analytics data.  Your customer’s journey includes both their experience with your marketing campaigns as well as their experience on your sites and apps.  So you need complete data, connected from marketing through to site experience, to actually gain insight and deliver a great customer experience.  

Analytics 360, part of the Google Analytics 360 Suite, is proud to provide this type of end-to-end understanding with our existing AdWords integrations. Beginning today, we are now offering this same capability with the DoubleClick Digital Marketing platform.  In addition to our existing integration with DoubleClick Campaign Manager, you can now view user engagement information for users acquired through DoubleClick Bid Manager and DoubleClick Search campaigns directly within Analytics 360.  It’s super easy to connect your Analytics 360 account to DoubleClick Digital Marketing and there’s no implementation work needed (e.g. no site or campaign re-tagging).

With these new capabilities, marketers using Analytics 360 are better able to see the customer journey from when a customer was exposed to their marketing campaigns all the way through to that customer’s eventual purchase on their site (or lack thereof).  User engagement with your site can be analyzed for both users who viewed an ad (view-through) and for users who clicked on an ad (click-through). View-through information is especially important for display, video, and mobile because users often view these ads and then visit the website later rather than clicking directly on the ad.  

Companies like Panasonic are already using our integrations with marketing media to improve their return on investment (ROI) from digital marketing campaigns.  With the Analytics 360 ads integrations, Panasonic was able to aggregate all digital campaign data into one platform to gain insight about their customers.  They then shared these insights back to their media tools to better find engaged audiences and provide those audiences with the right experience at the right moment, driving an ROI increase of 30%. 

In light of these latest integrations with Google ad technologies, we wanted to take a moment to discuss the two capabilities we enable across all our ads integrations that help you achieve smarter marketing:  1) understanding the customer and their journey and 2) creating relevant experiences for users.


Understanding the customer and their journey

They saw and / or clicked on your ad and arrived on your site.  But who are they?  What happened next?  Did they bounce immediately?  Did they research specific products?  Did they sign up for your newsletter?  What were the users who interacted with your digital marketing doing on your site?  Ads integrations with Analytics 360 can help you answer these questions and more, for example:
  • You are launching a new product and start running display and search advertising campaigns to attract customers.  You find that one campaign has a low conversion rate and you’re considering deprecating it.  But you review your site analytics data for this campaign and find that some specific ad exchanges and certain keywords are driving many new users to your site.  And some of these exchanges and keywords are driving new users who are highly engaged — they view a lot of product detail pages and spend a lot of time on your site. So, instead of shutting down the campaign, you refine the targeting for the ads in this campaign to focus more on the ad exchanges and the keywords that drive engaged new users to your site.  Then, you create a remarketing campaign to bring these engaged new users back to your site for purchase.
  • One of your campaigns drives a lot of click and view-throughs, but has a low conversion rate.  Analysis in Analytics 360 reveals that most users bounce immediately, but a certain segment who click on or view that ad (e.g. women aged 18-35) have a really high conversion rate.  You refine the messaging and creative in your ads, adjust where these ads are served, and bid higher in order to find and attract more of this high-performing audience.
Creating relevant experiences for users
User behavior on your site can tell you a lot about them and what they’re interested in.  Shouldn’t you use that information to inform your marketing strategy? Some examples:
  • You run a shopping site and have users who spend a lot of time looking at an item or even put that item in their cart, but don’t end up purchasing.  At the end of the season, the clothes on your site go on sale.  You create remarketing campaigns to these users who showed interest but never purchased letting them know that the item they were interested in is now on sale.
  • You are a cable company and you’d like to offer your new online streaming HDTV service to existing customers who subscribe to your high speed Internet plan.  You create remarketing ads for customers who have the high speed plan, driving higher lifetime value for these customers.
These are just a few examples of how analytics data can blend with campaign data to create real value for both companies and for their customers. It's a win-win — customers get marketing that is truly relevant to them, and companies put their marketing dollars to work with the customers who are most likely to be interested.  

Visit the Google Analytics 360 Suite Help Center to learn more about our new integrations with DoubleClick Bid Manager and DoubleClick Search.  You can also learn about our existing integrations DoubleClick Campaign Manager and with AdWords.  Stay tuned for more updates from Analytics 360 as we continue to invest in new and exciting capabilities. Happy analyzing!

Posted by Abhi Aggarwal and Jocelyn Whittenburg, Google Analytics team