The capability, which Google unveiled this week, allows the company to connect the dots between the ads that it shows its users and what they end up actually buying. This is a crucial link for Google’s business that, for all of the company’s inventiveness, remains a matter of attracting users to its predominantly free services, collecting user data, and leveraging that data to sell advertising.
This squarely fits into Google’s mission of organizing the world’s data. Omni-channel ROI tracking is a tough nut for marketers to crack. Google certainly has many opportunities with this additional data added to their user ad profiles, and certainly that data is valuable.
Google has been making huge investments with the development of it’s 360 Suite of business intelligence products. Even just looking at the top level navigation on the 360 Suite product page: Analytics, Tag Manager, Optimize, Data Studio, Surveys, Attribution, Audience Center.
Google has long since moved past just organizing data for the sake of Google Search, it’s now helping companies connect the dots between customers and revenue, and doing it in a way where Google can be a company’s one stop shop end-to-end.