Commentary

Acquisio's Google Analytics Integration Isn't An Eye-Rolling Experience

Eric Lacourciere

Acquisio has integrated Google Analytics into the Acquisio Search ad management platform through the search engine's Connector tool to let marketers view, analyze and report on valuable data. Acquisio's Eric Lacourciere calls the integration the "first of its kind," as my eyes roll up and I wish for just $1 every time an ad or search exec has told me that. But the director of sales for the pay-per-click (PPC) management software provider has a point when it comes to efficiencies that integration can bring. Here's why.

 

The Google API pulls in metrics from Google Analytics into Acquisio Search where it's combined with other data to serve-up metrics marketers have previously not been able to measure without whipping out the calculator to do a little math. The integration let Acquisio set up management rules. You know the "and-if" statements, the kind programmers use to make software applications work.

Aside from helping to simplify campaign management and reporting, Lacourciere tells me this integration lets marketers measure a campaign's effectiveness and return on investment based on more than 150 metrics like cost per transaction, visit, and page view; page views per click; revenue per click; cost per goal; and return on ad spend. Custom rules make the integration and platform unique, Lacourciere says. "URL encoding and auto tagging provides time savings and removes errors," he says.

Through Google's Connector, marketers gain metrics from profiles they can map to keywords and ads in PPC campaigns. Acquisio Search now offers calculated columns, so marketers can add single or multiple Google Analytics profiles to their accounts. Acquisio Search automatically encodes URLs for new keywords added to campaigns through the platform.

The data gets pulled nightly from Google, Yahoo and MSN, and displayed through the platform. Aggregated into the platform, the move fits into marketers asking for post-click analysis data. It brings the data into the open and sets goals, rather than keeps it in a black box.

Those goals come with tips from experts across the Web. Some provide information on segmenting goal funnels in Google Analytics, while others the best setting.

For Acquisio, clients drive the product roadmap. In the next week, expect to see other announcements around other types of advertising. The plan to integrate its search tool into others will expand from paid search into display and beyond.

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