Google claims that it has mapped "tens of thousands" of UK retailers in efforts to link online ads to in-store sales. 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 served or clicked. The company says the results are based on a combination of user behavior (browsing history, purchase history) as well as information about how often users visit specific stores. Advertising Week Europe 2016, Eileen Naughton, managing director of Google UK and Ireland, recommended that "70-80% of [a company’s] search investment contain some form of data layer," especially after Hyundai’s recent use of Google’s Store Visits resulted in a 1,700% return on investment.
Google claims that it has mapped "tens of thousands" of UK retailers in efforts to link online ads to in-store sales. 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 served 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 investment contain some form of data layer," especially after Hyundai’s recent use of Google’s Store Visits resulted in a 1,700% return on investment.