Atlas found that consumers targeted across multiple publishers were "twice as likely to convert" as those reached by a single publisher. In fact, 67% of customers who took action were reached by multiple placements before they converted (source:, Atlas Institute).

CPG marketers don't always focus on conversions when building online search and display campaigns, but it's an increasingly important metric even when not measuring online sales. Coupon downloads, user registrations, interaction with video and other media -- more campaigns measure these kinds of conversions in addition to traffic and impressions.

Get the full story at Google's CPG Blog