Ginny Marvin says, “Google has been ramping its efforts to tie clicks on ads to store traffic for several years now. On Wednesday, the search giant said it has tracked over four billion store visits as the result of ad clicks, up from one billion a little less than a year ago.

Google extended the now two-year old store visits measurement program to ads on the Display Network in September 2016 and said it had statistically significant visibility into visits to 200 million stores globally. The company says it is now set to make store visits data available to thousands more advertisers due to advancements in several components of its measurement capabilities.

Google measures store visits based on aggregated and anonymized data from users who opt into Location History tracking on their phones, Google surveys and mapping efforts.

The company says it shifted to using deep learning models that can train on larger data sets to increase accuracy in prioritizing location signals. “This allows us to reliably measure more store visits in contexts that are typically tricky, such as in multi-story malls and dense geographies where many business locations are situated close to each other,” wrote Kishore Kanakamedala, director of product management for online-to-offline solutions”.

Google is set to expand its store visits program to thousands more advertisers

Marketing Land

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