It's a big week for marketers looking for improved search measurement tools. Google has launched its DoubleClick DS3, and at ad:tech San Francisco, the search giant walked attendees through its new Multi-Channel Funnel Analytics. Marketers might find both of these tools help them boost conversion.
On Tuesday, the company announced that DoubleClick DS3 had gone live. The new features in DS3 make it easy for marketers to filter their data to find the metrics of interest to them. The tools allow users to isolate statistics such as keyword name, campaign budgets, clicks, impressions and conversions.
The company is also offering some general maintenance services that will improve the DoubleClick experience. For instance, marketers can choose to cancel an upload if they decide they want to view a different file. DoubleClick features yet to come were also previewed at ad:tech.
Google's Multi-Channel Funnels reports also simplify data sorting so brands can understand which campaigns convert online audiences. The reports are generated based on conversion paths. Visitor interactions are tracked so marketers can identify the channels that are most important to closing sales and learn how their marketing campaigns across channels impact each other.
During ad:tech San Francisco, Laura Holmes, product manager for Google Analytics, offered attendees a simple demonstration of how to use the company's Multi-Channel Funnels tools.
Marketers can access Multi-Channel Funnels reports under the conversion segments tab in Google Analytics. Then, they can choose to see how many interactions are required to get consumers to convert, the length of interaction with different marketing channels, the top conversion paths and more. (Google released a YouTube video that goes over these specifics in depth, as well.)
Holmes also gave attendees an exclusive look at how they can see a graph of their Multi-Channel Funnels mix (depicted in the image above). This graph lets marketers examine any three channels at once to see how important they are individually to conversions, and how much overlap there is between channels in interactions that lead to sales.
Marketers should take advantage of these new tools to assess their search and multi-channel marketing campaigns this year – especially since it seems many businesses struggle to understand their SEO ROI. As Brafton has reported, the majority of small business marketers say they need help evaluating their search campaigns.
