Invoca today announced that it has launched enhanced integrations with Google Ads and Google Marketing Platform (formerly AdWords and DoubleClick, respectively), along with support for Google Accelerated Mobile Pages (AMP). The improved integrations with Google’s suite of ad tools allow users of Invoca’s AI-powered call analytics platform to improve campaign performance, optimize media across channels, enhance visibility and decision making, and boost organic search results.
Invoca now offers the most robust integrations with Google of any call tracking and analytics solution. What separates its offering is the accuracy of the attribution data that marketers rely on to optimize their campaigns within Google’s platforms. Unlike other vendors that use inaccurate proxy metrics like call duration or spoken keywords to measure call conversions, Invoca employs its award-winning Signal AI technology to automatically predict the likelihood that a particular call outcome was met, like a purchase or an appointment set. This results in a much higher level of attribution accuracy that marketers can be confident in.
Invoca customers like Healthcare Success are already taking advantage of these improved integrations to maximize the value of data derived from phone conversations with their customers. “The depth of Invoca’s integrations with Google Marketing Platform has made it seamless for us to attribute conversions happening over the phone to our search, display, and mobile campaigns,” said Garrick Gaffney, Digital Account Supervisor at Healthcare Success.
Invoca’s improved integrations include:
Google Display and Video 360: Formerly known as DoubleClick Campaign Manager (and now part of Google Marketing Platform), Invoca’s improved integration with Google Display and Video 360 allows marketers to attribute conversions happening over the phone to digital display and video ads served by the world’s largest digital campaign management and ad server.
Google Ads Customer Match: With deepened integrations with Google Ads (formerly AdWords) and YouTube Advertising, marketers can improve ROI from their digital programs by suppressing, targeting, or creating lookalike audiences based on call conversions or non-conversions. This includes integration with YouTube TrueView for action, which gives marketers the ability to use call data to automate retargeting (and suppression) of customers on YouTube with direct response videos.
AMP Support: Invoca now offers full support for Google Accelerated Mobile Pages (AMP). Users can now drop an Invoca tag on AMP pages, enabling them to take full advantage of call intelligence data on AMP pages without sacrificing organic search result position.
“Google is not only dominating the US advertising market, but has become an indispensable part of the martech stack,” said Nathan Ziv, VP of product management at Invoca. “For call analytics to work for marketers, it absolutely has to work seamlessly with Google’s suite of products. Invoca’s unmatched depth of integration with Google maximizes the value of call intelligence data by making it available in the places that marketers care most about.”
Invoca’s full Google integration includes: Google Analytics, Google Ads, Google Display and Video 360, Google AMP support, Google Search Ads 360 (formerly known as DoubleClick Search), and Google Attribution 360 (formerly known as Adometry). Invoca also offers seamless integrations with products from Adobe Analytics, Facebook, Instagram, Salesforce Marketing and Sales Clouds, and more.
Invoca helps marketers drive more revenue and a better customer experience by bringing call data and conversation insights into the digital customer journey. With Invoca’s call tracking & analytics platform, marketers finally have attribution and analytics to measure call outcomes and tie offline conversions back to digital spend. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, enabling them to orchestrate a seamless customer journey. Invoca is backed by Morgan Stanley Alternative Investment Partners, Accel Partners, Upfront Ventures, Rincon Venture Partners, Salesforce Ventures, and Stepstone.