If you are into display advertising, you know that performance metrics that come with it leave much to be desired. After all, you’ve only got impressions, clicks, conversions (including view-through), and a little bit of industry benchmark.
In an effort to promote display advertising and improve the measurement of the impact from those ads, Google is launching a new tool – Campaign Insights. The proposition behind the new Insights tool is that its unique measurement provides accurate data about how the campaign helped raise brand awareness and active user interest. Now, how does Campaign Insights do that?
It compares two data sets – a large group of users (the minimum is in thousands) who saw a particular ad with an equivalent large group of users that did not see the ad. Then it measures whether there is any significant difference in searches and website visits between these two groups. This way Campaign Insights can determine the incremental change that can be directly attributed to your display ads, giving us additional performance metrics to count.
The data and analysis that Campaign Insights provides is highly reliable as it is using the statistical methodology that accounts for the advertiser’s campaign info, ad serving logs, and sampled data from the Google Toolbar users (those opted into enhanced features).
For now, Campaign Insights needs to be requested through a Google rep and is only available for the Content Network in US and UK.
