When it comes to a marketing budget, every dollar is precious, and you need to squeeze as much mileage out of each marketing tactic as possible. That is why the concept of remarketing makes so much sense. Although marketers would love to be able to just drive prospects to a website or retail location, where they make an immediate purchase, the real outcome is…
Marketers face increasing complexity in measuring the full value of their cross-channel media strategies, driven largely by fragmented media consumption and ongoing privacy changes. As advertisers search for comprehensive and privacy-durable measurement solutions, Marketing Mix Models (MMMs) are experiencing a renaissance. MMMs are statistical analyses that help companies measure the holistic impact of cross-channel marketing on key outcomes like sales. According to a study…
Google Analytics 4 helps you understand consumer behavior across your websites and apps. It measures that activity while adapting to an evolving technology and regulatory landscape. By using Google AI, it brings you relevant insights, predicts future purchasing behaviors and solves for unknowns in the consumer process. Since introducing Google Analytics 4, we’ve continued to invest in building solutions that fit the needs of…
Update: July 13, 2023 A few weeks ago, we published some facts about our Google Video Partners (GVP) program in response to an inaccurate report. Based on conversations with clients, a review of the claims in the report and findings from third parties, we wanted to publish an update with additional facts. A faulty methodology will lead to faulty conclusions. Unfortunately, the report uses…
Expand beyond existing customers with lookalike segments
The sunset of Universal Analytics is coming soon and it’s time to move to Google Analytics 4. Starting July 1, 2023, standard Universal Analytics1 properties will no longer process new data. We know your Analytics data is important, so we want to make sure you’re fully set up on Google Analytics 4 before the sunset date to eliminate potential gaps in coverage. What happens after…
Learn about the latest features in Performance Max. They aim to help you in a few key areas, including new ways to optimize performance from Search inventory, create video assets, run experiments to measure conversion uplift and get deeper reporting. Advertisers who use Performance Max achieve on average over 18% more conversions at a similar cost per action.1 This five percentage point increase in just 14…
We’re sharing new features in Display & Video 360 that advertisers have been using to plan, buy and measure their connected TV campaigns. Last December I tuned in from London to see Argentina win the 2022 FIFA World Cup Final, watching the game live on TV alongside almost 1.5 billion other people around the world. And on Sunday, many of our friends across the pond…
Today’s consumer has much higher expectations for the platforms they engage with online. They expect content that’s rich, visual, and allows for quick access to what they’re looking for – and that applies to the ads they see, too. Ad extensions such as sitelinks and image extensions have been key to meeting this expectation quickly and at scale. Powered by Google’s machine learning, they…
Measurement is the bedrock of digital advertising. Accurate measurement relies on robust tagging to help you reach people who have visited your website or app. It also serves as the foundation of a privacy-centric measurement strategy revolving around information people agree to share with you, so-called consented, first party and modeled data. It’s critical that advertisers have durable, sitewide tagging in place as legacy…
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