• Google Analytics Blog , Friday, March 7, 2008 2:15 PM

The giant has added Google Audio Ads to the roster of products that can be tracked and managed via Google Analytics--moving one step closer to that illustrious dashboard that lets advertisers monitor and control campaign performance and spend across multiple types of media. So what's it got to do with search? Plenty, according to Christian Yee of the Google Analytics Team.

"Radio ads can be a major factor in driving conversions on your Web site. When listening to the radio while browsing the Internet, more than half of users search for items they hear about on the air," Yee says, citing data from eMarketer.

With the Audio Ads campaign stats, marketers can keep track of which geographic regions or dayparts drove the most traffic to their site, perform message testing, and use the data to prep for their next overall ad blitz. Google on the other hand, exposes a whole new crop of potential Audio Ads users to the benefits of managing offline media with online tools.

Read the whole story at Google Analytics Blog »