Pop Quiz. Your display ads are receiving less than a 0.10 percent click-through rate, they aren’t working and you should shut them down right? Well maybe not. Google Analytics has been getting better at painting a bigger picture (thanks to the acquisition of DoubleClick I believe) of what happens before a conversion occurs, and recently they announced the addition of Impression Assisted Conversions and Rich Media Assisted Conversions. Can these reports measure offline influences? Not necessarily but I wouldn’t put it past Google Glass to integrate magazine ads, billboard views, and TV ads into Impression Assisted Conversions. The next time you buy a Pabst Blue Ribbon you may not know what drove you to that decision, but a marketer does. Cheers!