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
Review Source

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 (formerly DoubleClick) Feature Ratings

Ad campaign creation
8
Ad deployment
7
Display advertising
8
Ad display and retargeting segmentation
3
Sequence targeting
7
Data Transfer
Not Rated
DSP integration
7
Ad dashboards
8
Ad performance reports
9
Ad conversion tracking
8
Ad attribution reporting
7
Cross-channel ad management
8
Ad forecasting and optimization
Not Rated