Google AdWords will soon be launching its new ad campaign impact measurement tool Campaign Insights. The tool will help in measuring the performance of the display ad campaign beyond just clicks.
The latest Inside AdWords blog is also saying that Campaign Insights is a unique tool that will provide reliable data about how an ad campaign raised the brand awareness or active user interest about a particular service or product. The tool will measure incremental lift in website visits and online search activities brought by display ad campaign that would go beyond usual click and conversion indicators.
Basically, the Campaign Insights tool will analyze data in large quantities and compare two sets (large group of users who saw the ad against a large group that did not see the same ad). This will let you know if there is a big difference in the number of searches and visits to an advertiser’s websites. In this way, you will be able to know if the incremental change is directly attributed to the display ad campaign. It will show if the display ad campaign is effectively working beyond the clicks.
At present, the tools is available for display ads in the US and UK. The tool will be more useful if you have a display ad campaign running over the Google Content Network.