As part of the announcement made by the Google Analytics blog “Google Analytics: Gets Benchmarking and Data Sharing feautes” a day back. They’ve launched the integration of the Google Analytics to Google Audio ads. Google Audio Ads advertisers can now see how their campaign metrics for impressions, ad plays, markets, and CPM correlate with their website traffic data provided by Google Analytics, such as conversions, revenue, and transactions. Customers can see if their audio campaigns resulted in greater amounts of traffic and conversions on a regional basis.

Take a look at the two metrics in the over-time graph in the below screenshot. Audio impressions - the number of times listeners hear your ad at the time it airs - is plotted along with visits. This data helps you correlate the impact of your audio campaign to your website traffic, and decrease the guesswork about offline-to-online ROI.

With this new feature, Analytics users who implement audio ads in their sites would now be able to see how their campaign metrics for impressions, ad plays, markets and CPM correlate with their website traffic data. These include conversion, revenue and transaction data. Simply put, this would enable Analytics users see if their Audio Ads campaigns are bringing any traffic at all to their websites. In measuring audio ads performance, Google Analytics plot the number of times an advertiser’s audio ads have been listened to by users against the number of times those lead to users actually visiting the advertiser’s site.

Measuring the benefits of audio ads vis-à-vis traffic conversion is definitely a useful tool for website owners. This would pretty much determine the viability of the radio format for implementing site advertisements.

Note: Google Analytics for Audio Ads is currently available for U.S. users only. It will only appear in the Google Analytics accounts of users who have linked their AdWords and Analytics accounts.

Google, AdWords, Google Analytics, Web Analytic, Google Audio Ads, New Features, Metrics