[SMK] Social Media Knowledge


Martech Mashup: Google approves Alternative Metrics

No, Google is not steering the USA away from feet and inches: they’re launching Google Measurement Partners.

Partners young and old

The announcement heralds a contingent of third-party services that they reckon have something to offer folks who want something other than the G mainstream.

At the moment, 23 partner logos grace the launch press release. Big names like Nielsen and Oracle sit alongside newer competitors like Adjust.

What Google looks for in a partner

As you’d expect, Google isn’t just telling you to use any bunch of randos. They say that these named partners ‘meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers.’

Google also claims to work closely with each of the partners on matters of privacy—a byword for of trustworthy tech services in the current day.

Who to pick?

Some of the partner companies are specialists while others are generalists: who you go with really depends on your needs.

Whether you want extra features, or simply to break free of the Google yoke, the Google Measurement Partners list could shortcut your selection process.

What does your third-party metrics company give you that Google hasn’t yet perfected?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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