Google Campaign Insights is a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.
Google Campaign Insights compares two anonymized and aggregated data sets: a large group of users who saw a particular ad, with an equivalent, large group that did not see the ad. It then measures whether there is any significant difference in searches and visits to the advertiser's website between the two groups. Doing this, Google Campaign Insights can determine the incremental change that is directly attributable to the display ad campaign. With this insight, advertisers can establish how well their display ad campaign is working.
Google Campaign Insights provides highly reliable results to marketers because of the statistical methodology our computer algorithms use to combine and analyze large volumes of data from several sources - the advertiser's own campaign information, ad serving logs and sampled data from Google Toolbar installs that have opted in to enhanced features. All of the results reported to advertisers are anonymized and aggregated over thousands of users.
Advertisers or agencies who run wide-scale display ad campaigns on the Google Content Network and who want to take Google Campaign Insights for a spin should check with their Google representative.