Updating Google Bidding

One use case for bidirectional segment integration is to update the bidding for keywords in Google based on the performance of Google Ads in Attribution.

Here, the last GCLID, total revenue, and Attribution Percentage based on an attribution model can be sent into Segments.

By leveraging the Google Segment integration, bidding can be determined based on the calculation of the attribution percentage and revenue, then applied to the Google Ad based on the GCLID.

Product Analytics

Another use case for bidirectional integration is combining marketing data with product analytic tools.

This could include seeing which customer profiles end up onboarding or activating the quickest. Or determining more pipeline metrics such as the drop-off between pipeline stages and/or marketing touchpoints between various stages.

Here we could send the full customer path, time to conversion (download, in this case) into Segment, which can then be pushed into products like Amplitude or Mixpanel.

Retargeting Ads

Another use case for bidirectional integration is setting up segments within Engage based on marketing touchpoints, LTV (Lifetime Value).

This could be creating an audience to retarget users on their preferred ad platform based on a Linear attribution model that have signed up but not purchased. Or creating a look-alike audience based on the highest LTV customers determined from both revenue and paid advertising costs.