July 18, 2019
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The consumer path is constantly evolving, and over the last few years, consumers are increasingly starting their purchase process at the digital level before moving to physical stores. According to Google, 64 percent of in-store sales have at least one digital touch point. Therefore, evaluating the impact of your marketing efforts on in-store customer acquisition is essential to understanding and growing your business. If you are only tracking online behavior, then you are likely undervaluing certain campaigns or evaluating them as poor performing, even if they might actually be positively influencing in-store sales.
Your online campaigns are influencing consumers’ offline activities, but how do you successfully track it? AdWords Store Visit Conversions measurement gets us one step closer, allowing advertisers to tie value from online efforts to what happens offline.
AdWords Store Visit Conversions are only available to certain advertisers based on a list of requirements (full list of requirements found here). In short, you must:
The AdWords Store Visit Conversions data is not tied to individual clicks or people. Instead, it is based on an estimation from anonymous aggregated data that Google has created by using current and past data on the number of people who have engaged with your ads and later visited your store. This more basic level of in-store sales measurement will only report on the estimated in-store visits impact of your AdWords campaigns without any back-end sales integration on your part.
If you meet the requirements, you can contact your AdWords representative to begin seeing store visit conversions in the conversions tab within your AdWords account.
From there, you can add “store visits” as its own custom column to see the number of store visits by campaign, segment or ad group.
There are several ways that you can leverage this data to better understand the online to offline trend and take actionable steps to value omnichannel interactions. Here are our top recommendations:
The modern consumer is an omni-channel shopper, which means they use a variety of channels throughout their shopping journey before ultimately converting. Understanding the relationship between the many online and offline channels today’s shoppers are engaging with has always been difficult. AdWords in-store visits allow you to make more measurable and informed decisions about the digital influence on your physical stores, ultimately allowing you to improve your ad targeting and drive more revenue overall.