Introduction
Google has recently introduced a new metric in AdWords called ‘Store Visits’ that aims to bridge the gap between online and offline conversions for ecommerce shops. This update has the potential to significantly impact the way advertisers measure the success of their online campaigns and understand the true impact on in-store foot traffic. In this article, we will delve into how this new metric works, why it’s important, and how advertisers are utilizing this data to their advantage.
How It Works
The ‘Store Visits’ metric uses a combination of data sources, including GPS signals and WiFi, to estimate the number of store visits that were influenced by online ads. Google uses machine learning algorithms and anonymized data to make these estimations, taking into account factors such as store hours, location, and the popularity of the business. This data is then aggregated and anonymized to protect user privacy.
Why An Estimate?
It’s important to note that the ‘Store Visits’ metric provides an estimate rather than an exact count of in-store foot traffic. This is due to the fact that not all users have location services enabled on their devices, and not all store visits can be accurately tracked. However, Google’s estimates have been found to be highly accurate, with studies showing a high correlation between estimated and actual store visits.
Who Is Eligible?
Not all advertisers have access to the ‘Store Visits’ metric, as it requires meeting certain eligibility criteria set by Google. Advertisers must have a significant number of physical store visits, a linked Google My Business account, and have location extensions enabled in their AdWords campaigns. Additionally, the metric is only available for certain types of campaigns, such as search and shopping ads.
How Are Advertisers Using The Data?
Advertisers are utilizing the ‘Store Visits’ metric to gain a better understanding of the impact of their online ads on offline conversions. This data allows them to measure the ROI of their online campaigns more accurately and make informed decisions about budget allocation and targeting. Advertisers are also using this data to optimize their ad creatives and targeting strategies to drive more in-store foot traffic.
Overall, the introduction of the ‘Store Visits’ metric in AdWords has the potential to revolutionize the way ecommerce shops measure the success of their online campaigns and understand the impact on offline conversions. By leveraging this new data, advertisers can gain deeper insights into the customer journey and make more informed decisions to drive both online and offline sales.