Google has added Audio Ad metrics to Google Analytics for those using the radio platform.

Advertisers on Google Audio Ads will be able to see information on where and when radio spots run as an overlay of site traffic reports. This also enables them to see how traffic to their sites is impacted by their ads.

Further integration of Analytics with Google's advertising products is being planned. Enhancements shall include linking Analytics with the AdWords Conversion Optimizer. This would let the automated tool draw upon site traffic data as a factor in adjusting ad bids.

Google also introduced a reporting feature that reflects how a site's traffic compares to the vertical it's in. Such data allows publishers and marketers to see if what's happening to them is representative of the rest of the industry.