Interactive Avenues, a digital marketing agency, has become a certified Google Analytics Authorised Consultant (GAAC).
Interactive Avenues claims that it is the second agency after Communicate2, a search marketing agency, which has got GAAC certification in India.
This certification implies that Google has verified that the digital agency is proficient or has expertise to use Google Analytics, a free tool to track and analyse the performance of display and search marketing campaigns.
Apart from the exam, the agency has to submit case-studies or details of three different paid clients for which Google Analytics has been deployed at an advanced level. Google can contact these clients to scrutinise and get their feedbacks on the implementation of Google Analytics on their campaigns by the interactive agency.
After passing the exam, the employees, along with a senior member of the agency, have to appear for an interview with Google, where questions related to the usage of Google Analytics and the vision of the agency to use the tool are evaluated.
Google awards the GAAC certification to the agency only after clearing the exam and the interview, which usually takes more than six months.
Several digital agencies, including Interactive Avenues and Communicate2, use Google Analytics on many of their clients. What is the benefit that agencies get after getting this certification?
Speaking to afaqs!, Amar Deep, vice-president, Interactive Avenues, says, "GAAC certifies and reinforces the fact that the agency has the expertise in Google Analytics and it can implement and help its clients in analysing the performance of their campaigns in a better way compared to other agencies."
Vivek Bhargava, chief executive officer, Communicate2, says, "The certification authorises the agency to charge an implementation and consultation fee for offering Google Analytics services."
According to the details mentioned on the Google Analytics website, the GAAC certified agency gets listed on the Google Analytics Partner page. Google provides technical support for Google Analytics and offers client referrals to the listed agencies through the Google sales teams. The agency also gets invitations to attend annual GAAC summits at Google offices and Google provides access to the exclusive GAAC web forum to share ideas and technical tips with Google and other GAACs.