Google Starts Tracking Retail Purchases For Online-To-Offline Attribution
Earlier this week, Google rolled out a new measurement tool to help advertisers measure the offline impact of their digital ads by tracking offline purchases people make in merchants’ brick-and-mortar stores after clicking on their digital ads. Through partnerships with consumer data and credit card companies, Google has access to roughly 70% of U.S. credit and debit card transactions, which it now matches with ad clicks to automatically inform merchants when their digital ads translate into sales at a physical store.
What Brands Need To Do
In October, Google launched a Conversions API for its display ad network DoubleClick, which enables advertisers to connect offline activities like in-store purchases and phone bookings to their online campaigns. Measuring offline sales and store visits driven by digital ads is especially important for retailers and CPG brands, as those metrics are the typical KPIs for measuring their campaigns. As Google builds out their attribution tools, brands should learn to leverage the data these tools provide to better inform their campaigns.