Digiday reports that Google search, the line item buyers never questioned, is finally getting questioned.
It skipped scrutiny for so long because the dashboard always looked good.
I just got off a call with a client who couldn't square two reports. Our dashboard showed zero incremental impact for a campaign. The publisher dashboard showed it working.
Both were accurate. They answer different questions. The publisher shows last-click credit. We show what wouldn't have happened anyway, and those conversions would have happened anyway.
Brand search is the cleanest example. Someone already looking for you clicks, and the platform takes the credit.
If you're a buyer, stop accepting the platform's own grade on its own work. Ask what changes when the spend goes away.
Search might still earn its budget. It just has to prove it.
Responding to Google search loses its free pass with buyers, Digiday