Google has measured 1 billion+ store visits from AdWords ads globally

To help close the online-to-offline attribution gap, Google introduced store visits tracking and measurement in AdWords in December, 2014. Since that time, the company says, it has measured more than 1 billion store visits globally in its effort to show the impact of online advertising on in-store traffic.

In addition, AdWords store visits measurement is now available to 1,000 advertisers in 11 countries, including automotive dealers, Google announced at its annual Performance Summit on Tuesday.

In one case study cited during the event, Nissan UK found that 6 percent of mobile ad clicks — both brand and non-brand — led to a dealership visit. In another, Seven & i Holdings found that 10 percent of mobile searches led to a store visit in Japan.

In April 2015, Google had shared that US retailers saw 10 times more conversions from mobile search ads, on average, when they accounted for store visits. Advertisers in the US travel and auto verticals saw 2 times higher conversions when store visit data was included.

For more how AdWords store visits measurement works, see:

Under The Hood: How Google AdWords Measures Store Visits

Google’s Surojit Chatterjee: Here’s Why You Should Trust AdWords Estimated Store Visits

Google “Store Visits” Part Of Larger Movement Toward Metrics That Matter

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.