In a new report from Digital Marketing Specialist, they found that Google Analytics and Google Analytics In App Ads are the preferred choice of Google marketers, as opposed to other ad platforms like Facebook, Instagram, or Twitter.
This is the first time the company has looked at this, and they’re keen to point out that this is not an endorsement of either of these methods.
As far as the methodology of Google Analytics is concerned, it’s clear that Google sees it as a tool to help them understand what their users are searching for and to optimize their own website, so the company sees no issue in using the tools that are best suited for their own use case.
The report also makes a clear point about the importance of choosing the right ad format and that Google doesn’t have an issue with any ad formats other than those they use on their own platforms.
The fact that Google has adopted these two ad formats, as well as the fact that the company uses them to measure and measure well, suggests that Google believes that they are an efficient and useful way of tracking user activity, and that it will continue to invest in ad formats in the future.
What Google is also keen to highlight is that it is only using the most basic, and yet essential, tracking techniques, and doesn’t expect its users to be using these methods to a massive extent.
“Google Analytics is the most accurate and up-to-date data-collection platform on the planet,” says Chris D’Agostino, Digital Marketing Strategist for Google.
“While we are not able to provide the full suite of analytics data to you, we can give you insights into what your audience is doing on your site.”
D’Acostino continues: “We believe that the best way to track your audience’s behavior is to use Google Analytics to do it, and the best analytics platform is Google Analytics.
This means that we can measure your activity in the same way that we measure traffic on other sites, and we can do so by taking the best actions to measure the behaviors of your audience.”
The report was written by Chris D ‘Agostini and co-authored by Michael G. O’Malley, Director of Business Development at Digital Marketing Consultants, and is based on a survey of over 30,000 web and mobile marketers in the US, UK, and Australia.
The survey also looked at the importance and use of other advertising formats and the use of social media analytics, and also looked into how the ad formats and analytics platforms affect the conversion rates of users.