I only really use a couple features in GMP
Use Cases and Deployment Scope
We use several Google products within our organization that [is] part of the Google Marketing Platform -- specifically, Google Analytics, Data Studio, Tag Manager, Campaign Manager. We had been using these products individually to run ads, manage site tags, and check website traffic performance. We are also heavy utilizers of Google Data Studio (in combination with Improvado and Google Big Query) to provide live performance dashboards to our clients that show performance from Google and non-Google platforms.
Pros
- Acts as a hub to access all your most common Google Products.
- Tag Manager in particular simplifies website tag implementation and centralizes the information.
- Allows for better data sharing/connectivity between your Google products (ex: Search ads and Google Analytics).
Cons
- I find the Campaign Manager menu + UI to [be] very inconvenient to use. You end up opening several windows just to access different information from the same platform. They break up Campaign Manager 360 into Trafficking, Planning, and Reporting & Attribution. I would prefer if these 3 sections were more seamlessly integrated together. They almost act as separate UIs.
Return on Investment
- The conversion tracking is the major strength of GMP. I like the flexibility with attribution modeling.
- When it comes to [spending] an impression delivery for display campaigns set up through GMP, we basically avoid any data created from the platform. Most of the Display work we do involves flat-rate contracts that are not accurately represented through GMP's reporting. When we integrate GMP data into our reporting, we only use it for Conversion reporting and pull all other performance from our DSP UI.
