An integral piece of our digital advertising attribution process.
October 08, 2019

An integral piece of our digital advertising attribution process.

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Overall Satisfaction with Google Marketing Platform (formerly DoubleClick)

Google Marketing Platform is being used to a varying degree at my company, from primary ad server to supplemental reporting tool. My team currently uses it to measure and attribute website actions and online + offline revenue to digital advertising for our client. It gives us a deeper understanding of the impact and effectiveness of our client's advertising, beyond simple performance metrics like clicks or impressions.


  • Well-designed platform, intuitive and simple UI. This is a strength across all Google products, so not surprised the same attention was given to Google Marketing Platform.
  • Tags and technology are largely compatible and accepted across the industry.


  • The process for on-boarding new users can be difficult if they do not already have a Gmail or Gmail-linked account.
  • Difficult to troubleshoot technical issues (with the platform, with tags, etc.) because of the lack of customer support. Unclear if the agency has a dedicated team or individual to assist, and often have to deal with out-sourced support teams.
  • GMP plays an integral role in attributing offline + online revenue to digital advertising. Without it, we would not be able to measure and optimize towards ROAS/ROI.
Google Marketing Platform is well-suited to handle digital advertising campaigns that span multiple media types (e.g. display, video, search). It offers a very large selection of reporting metrics and features that span all media types.

I would likely recommend a different ad serving/reporting platform for video-only campaigns, as they offer more hands-on creative and trafficking services.

Google Marketing Platform Feature Ratings

Ad campaign creation
Ad deployment
Display advertising
Ad display and retargeting segmentation
Sequence targeting
Data Transfer
Not Rated
DSP integration
Ad dashboards
Ad performance reports
Ad conversion tracking
Ad attribution reporting
Cross-channel ad management
Ad forecasting and optimization
Not Rated


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