‘Google reveals impact of store visits on conversions’ – ‘Econsultancy’ Blog
Patricio Robles says, “Last year, Google added store visits to its Estimated Total Conversions feature.
At the time, Google noted that “roughly 95% of retail sales take place in physical stores,” making the ability to measure the influence of online ads on offline sales of great importance.
Google’s ability to track store visits is based on its Location History feature present on Android phones. When enabled, Google’s terms of service enable it to use aggregated, anonymized data location data for a variety of purposes.
So how does the inclusion of store visits affect the Estimated Total Conversions metric?According to new data released by Google this week, retailers in the United States are seeing four times more conversions overall and 10 times more conversions on mobile when they factor store visits into their search ad performance analysis”.
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