Case Study: Avvo improves ad pricing and product decisions with Google Marketing Platform

Google Analytics 360 empowers Avvo to make better product decisions

Avvo, an online legal services marketplace, wanted to better understand the value of its sponsored advertising. With ad pricing based more on intuition than data, the company needed clearer insight into consumer behavior by region and legal specialty. Google Marketing Platform, using Google Analytics 360 and Google Tag Manager 360, helped Avvo measure site engagement and advertising performance more precisely.

Google Marketing Platform implemented event tracking and data import in Google Analytics 360 to capture ad impressions, clicks, clickthrough rates, and regional/specialty data. This gave Avvo a fuller view of user demand, eliminated reliance on limited URL-based reporting, and helped the company revise ad pricing based on analysis. As a result, Avvo gained better visibility into advertising success and made smarter product decisions.

Avvo

Sendi Widjaja

Co-Founder and Chief Technology Officer