Google introduces Campaign Insights

Google is planning to introduce an advertising related tool called Campaign Insights. This measuring tool will help big advertisers to understand the level of success of their display ads to an extent that is not possible with the current practice of measuring impressions and clicks.

Campaign Insights collects data from users wherein it assembles the captured information to establish how many searches resulted as a post-viewing activity by a particular campaign. The tool also measures the number of hits to marketer's website. The collective data is then compared with the data received from a set of users who were not exposed to the display adverts.

The comparison of two samples would determine the percentage increase in search and traffic to a targeted site that can be attributed to banner advertisements vis-à-vis other marketing practices.

Google aims that with Campaign Insights, it will make users/marketers understand the effectiveness of banner ads, which would in turn result in increased buying of banners. The key player of this is DoubleClick Ad Exchange ' another Google product that was launched just about a month back.

Google is offering free Campaign Insights to advertisers who are running campaigns on Google Content Network.