Users of Google Analytics can now integrate the tool with the Google Ad Planner Publisher Centre, it has been announced.
This will allow marketers to use Analytics data in Ad Planner and replace previous traffic estimated with information that has been directly measured, Wayne Lin of the Ad Planner team said on the Google Analytics blog.
The feature is optional and is likely to be of the greatest value to website owners who display ads on their pages, he explained.
"Web publishers can get frustrated when public estimates of their traffic don't match what they're seeing in their web analytics accounts," Mr Lin remarked.
"Publishers with ad revenue at stake need to present the best possible data to advertisers."
He went on to state that the integration has been requested by many publishers.
Publishers should note that if they decide to share their Analytics data with Ad Planner for the first time, they may have to wait for up to 48 hours to see this data in their Ad Planner account.
Google announced last week that all marketers can now link their Analytics and AdSense accounts.
Those who choose to do so will be able to see more information about specific pages and ad performance, as well as sources of incoming traffic.
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