Well Done had the opportunity to host another Google Partners Connect event last week, where Google employees Jeff Montgomery, Director of Mid-Market Sales, and Kevin Cho, Agency Account Strategist and Product Expert, discussed cross device measurement and attribution modeling.

By now, we’re all aware of the measurement capabilities provided by Google Analytics. We know how people engage with our content online—how they arrive at our sites, make purchases, become leads, and share content. But this just scratches the surface of what we can learn about our online audience. When paired with Analytics, AdWords connects the dots of every touchpoint in our audience’s journey to purchase—from their first click on an ad all the way through purchase, including in-store visits. We can see how individual users interact with ads and website content across devices and even identify the channels or specific ads that aided most in their purchase.

Things like cross-device measurement and attribution modeling help take the guesswork out of digital marketing. With the right measurement tools on your digital campaigns, you can make sure that you’re spending your money on the channels and ads that are driving the most business for your brand, and scale back on the things that aren’t converting new audiences into loyal customers.

And this is powerful stuff. Organizations that tie marketing metrics directly to business objectives are 3 times more likely to hit their goals. But don’t take it from me—you can watch a recording of the event and hear straight from the experts at Google.

And if you’re curious about those “Google Partners” they keep talking about, that’s us. Our digital strategy team has loads of experience in measurement, analytics, and digital ad campaign optimization, and we know online search inside and out. So give us a shout if you’d like to start making the most of your digital marketing.

And mark your calendars for our next Google Partners Connect event on May 17, where we’ll be focusing on digital marketing through AdWords for home services.