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Following the release of benchmarking, Google Analytics now has the ability to measure the performance of Audio Ads. Below is a portion of the release from the Google Analytics blog:
We’re excited to announce that Google Audio Ads advertisers can now see how their campaign metrics for impressions, ad plays, markets, and CPM correlate with their website traffic data provided by Google Analytics, such as conversions, revenue, and transactions. Customers can see if their audio campaigns resulted in greater amounts of traffic and conversions on a regional basis.
Take a look at the two metrics in the over-time graph in the below screenshot. Audio impressions – the number of times listeners hear your ad at the time it airs – is plotted along with visits. This data helps you correlate the impact of your audio campaign to your website traffic, and decrease the guesswork about offline-to-online ROI.
(Click on the image for a full-size version)
The Audio Campaign report
The Audio Campaigns report allows you to compare website visits to your Audio Ads campaign metrics, including: impressions, ad plays, markets, cost, and CPM. You can even compare website visits to Audio impressions that your target DMA or market receives. In order to access the Audio Campaign report, you need to have the AdWords account containing your Audio Ads campaign linked to your Google Analytics account.
To access the Audio Campaigns report from within your Analytics account, please follow these steps:
- Sign in to your Analytics account at http://www.google.com/analytics.
- Select the profile that contains the website related to your audio ad.
- Click Traffic Sources.
- Select AdWords, then Audio Campaigns.
If you’ve linked your AdWords account to Analytics, you can also access the report from the Analytics tab in your AdWords account.
