Called Digital Brain:Search, the platform gives statistical values to every search interaction that takes place during a consumer's journey to purchase, helping marketers tailor their campaigns to specific points.
Advertisers can target consumers at their first interaction point with the brand, rather than the last, to drive sales and put the "'last click wins' debate to bed".
The agency said by tracking the different paths to purchase, marketers can segment the target audience to inform their search engine marketing strategy, but also their wider marketing strategy, both on and offline.
Ben Langdon, chief executive of AgencyDMG, said: "Search engine marketing offers the opportunity to measure ROI and dynamically change campaign elements based upon those returns.
"But with campaigns often generating multiple exposures, ROI is hampered by the current 'last click wins' model - and with advertisers increasingly focused on getting maximum value for their spend, this is commoditising the industry."
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