Measuring the performance of an integrated marketing campaign is essential for gaining insights into what worked, and planning how to improve the performance of further activity. This chapter looks at techniques for effective measurement and analysis, and covers:

  • Google Analytics and Google Ads: Linking these tools is a crucial first step before beginning integrated paid search and display activity. What can syncing data on these platforms achieve?
  • Benefits of integration: What benefits does integrating paid search with other media communications bring to the measurement sphere in marketing?
  • Attribution modelling: Tracking and attribution remain a challenge within integrated campaigns – what are the key factors influencing this?