Although Flash-enabled ad campaigns could be powerful form of advertising, its complex structure makes it difficult for advertisers to measure how users are interacting with those ad widgets to see how effective those ads really are. Up until now, as Sprout through its widgetized Ad campaign creation tool Sprout Mixer, is integrating Google Analytics to its Flash ad campaigns.
With Google Analytics on-board Sprout Mixer both advertisers and publishers can now start tracking “user engagement” on their Flash ad campaigns to monitor ker performance indicators which would enable them to build succesful ad campaigns, specifically to:
- Track ROI across campaigns with fine-grained statistics
- Easily monitor clicks, actions, and length of user engagement
- Know exactly where to find the most passionate users and target efforts with advanced demographics.
Brett Crosby, Group Product Marketing Manager of Google Analytics said about the integration of Google’s metrics tools in Sprout Mixer:
Flash provides a very rich user experience on the web, but up until now creating custom indicators to track how users are engaging with Flash content was a difficult task. This new native Flash tracking capability will provide the feedback loop content developers have always wanted about referring sources, geographies, campaigns and conversions.
Update: Here’s the official blog post from the Google Analytics Blog explaining the whole details of this new feature.