SEW Experts: Google Analytics’ Cross-Channel Measurement

By comparing site analytics data with its Audio Ads campaign data, Google has greatly improved measurement of offline ads driving visitors online. In today’s Web Analytics and ROI column, “Google Analytics’ Cross-Channel Measurement,” Eric Enge compares Google’s methods to other traditional methods for offline marketing measurement.

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The front page of the Simpsons newspaper Springfield Shopper, with the headline Wiccan Curse Blinds Half the Town. Underneath the subheading reads, Newspaper sales plunge 50 percent
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