To Prove Online-To-Offline Impact, Google Rolls Out “Store Visits” Metric In AdWords

By Steve Twomey

By Ginny Marvin

It’s been well known that Google has been working on a solution to tie clicks on search ads back to in-store traffic and sales as part of Estimated Total Conversions in AdWords. Today, the company announced the initial roll out of a new “Store Visits” metric in Estimated Total Conversions (ETC).

While e-commerce continues to grow, offline sales still account for more than 93 percent of total retail sales in the US. As consumers increasingly turn to their smartphones to guide their in-store purchasing decisions, Google and other online companies have been under pressure to show advertisers how their online ads impact in-store behavior.

This roll out is a notable move for online to offline attribution generally and Google specifically. “Store Visits” is rolling out to eligible advertisers in the US over the next couple of weeks. Here’s what we know:

How It Works

Google determines a store visit based on user proximity to the advertiser’s location on Google Maps from users that have Location History activated on their Apple or Android smartphones.

As with phone call and cross-device conversions in ETC, store visits is an estimate. Google is using anonymized, aggregated user data and extrapolating it to the broader population.

The metric draws on search ad clicks across all devices — smartphones, tablets and desktops — and campaign types, including product listing ads and local inventory ads. Estimates are based on store visits within the last 30 days of an ad click.

Advertisers need to verify their business locations with Google and associate them with their campaigns to collect the store visit measurement.

Reporting is provided at the campaign level. Unless retailers break out campaigns by region or store location, store …read more

Source:: Steve Twomey

      

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