Would you like to understand what effect your homepage take-over has on your other online channels? Would you like to be able to precisely determine which channels have contributed to a conversion? DoubleClick is a technology which can realise an end-to-end measurement of various campaigns and channels. Based on (custom) attribution models you can make strategic decisions to improve the overall ROI.
The big advantage of using the complete DoubleClick Digital Marketing stack is the attribution of conversions. Attribution is possible from impressions to actual conversions with an understanding of the interaction between various channels. Between the measured channels deduplications occur.
Where Google Analytics offers insight in the measured conversion per click, DoubleClick goes on and offers understanding of the results per unique impression. Usually the ‘last cookie counts’ principle is applied and this offers an incomplete picture of the conversion performance per channel. ‘Last cookie counts’ implies that the channel the visitor last forwarded, gets assigned the complete conversion value.
If a visitor who has seen your banner through RTL.nl, then visits your website through Google and ends op converting after a click on a retargeting banner, the conversion value gets attributed to the retargeting campaign. In DoubleClick several (custom) attribution models are applied. This also attributes value to the branding channels that delivered visitors earlier in the conversion funnel.
Expand Online provides the complete design for the DoubleClick Digital Marketing stack: