How do you know your Google ads are working? By tracking them. There are myriad data points you can track related to your Google ads and myriad tools you can use to track them. The reason Google ads are trackable is that they’re delivered via digital platforms. Without digital delivery, there’s no signal that advertisers and publishers can use to measure response to individual ads. That’s why Google’s radio and print experiments failed. One way to track response to non-digital campaigns is by including a unique URL in your ad. Marketers should heed the lessons I share at GoodURLBadURL.com when selecting and promoting their URLs. Marketers must track all variables and give credit to the appropriate channel, not just the last ad exposure or click. Only then can budget can be allocated to fully maximize the entire marketing mix. Chapter 9: Track Everything QUOTABLE: “ Think Big. Move Fast. Revere Talent. Measure Everything.” – Rishad Tobaccowala, Chief Strategy and Innovation Officer, VivaKi GET GOOGLEY: Tack your tractor to the fast track and gain traction with a tactful tracking tract.