Google and Measurement Strategy

Without accurate in context measurement strategy, you don't have much of anything.  Here is how Google works with partners in this space.  Consider how this works outside marketing as well.

Why partners play a critical role in Google’s measurement strategy

Measurement continues to be critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, marketers often find it difficult to gain a complete view of customer engagement and attribute marketing’s impact accurately. That’s why Google has introduced Google Measurement Partners, which includes over 20 measurement providers and combines the best of Google and partner technology across the marketing funnel. ... ."