Marketers can now better measure the synergy between their TV advertising and website traffic using a new TV focused feature on Google Analytics.
According to ClickZ, Google Analytics can now be used to provide real time feedback to advertisers on the traffic that flows to their website immediately after TV ads run, and will even work out the cost of the ad against the number of clicks delivered.
The system can be tailored by geography, so if an ad is only running in one city then Google will provide information on the number of new clicks that come from people in that city.
“One of the common complains with TV and all advertising is that it’s difficult to track success, and when you do get any sort of tracking information, it takes so long [to receive] that it’s difficult to act quickly on,” Google Analytics group manager Brett Crosby says. But the Google TV analytics data “is updated throughout the day, so it allows people to make very quick decisions about what is working and what is not”.
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