Google claims that it has mapped " tens of thousands " of UK retailers in efforts to link online ads to in - store visits . so advertisers don't know that a specific customer visited a particular location, but they can extrapolate whether their search advertising is lifting in-store sales in a meaningful way. Using its AdWords “ Store Visits ” analytics tool , which draws on anonymised and aggregated Google Maps and GPS location data from Android and iOS devices , direct correlations between ad - clicking and store visits were determined by linking users ’ unique Google IDs with store visits from ads that had previously been viewed or clicked . Speaking at this week ’s Advertising Week Europe 2016 , Eileen Naughton , managing director of Google UK and Ireland , recommended that " 70 - 80 % of [ a company ’s ] search results contain some form of data layer , " especially after Hyundai ’s recent use of Google ’s Store Visits resulted in a 20 % return on investment .
Google claims that it has mapped " tens of thousands " of UK retailers in efforts to link online ads to in - store visits . Using its AdWords “ Store Visits ” analytics tool , which draws on anonymised and aggregated Google Maps and GPS location data from Android and iOS devices , direct correlations between ad - clicking and store visits were determined by linking users ’ unique Google IDs with store visits from ads that had previously been viewed or clicked . Speaking at this week ’s Advertising Week Europe 2016 , Eileen Naughton , managing director of Google UK and Ireland , recommended that " 70 - 80 % of [ a company ’s ] search results contain some form of data layer , " especially after Hyundai ’s recent use of Google ’s Store Visits resulted in a 20 % return on investment .