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