- August 2015
Across the world, the rise of mobile phones has changed consumer behavior and expectations. We live our lives online, turning to the nearest device whenever we want to know something, go somewhere, do something, or buy something. And we take action quickly: for example, in the US, 50% of consumers who conduct local searches on smartphones visit a store within one day.1
It’s critical for marketers to measure these complex changes in buyer behavior. That’s why we’re innovating in new product technologies to help marketers bridge the digital and physical worlds. From call-only campaigns to cross-device conversions to store visits, marketers across the globe are able to measure the full value of their ads across new conversion paths. And because people shop online and in-store, leading omnichannel businesses like Macy’s use a holistic marketing strategy across digital and offline channels.
We used to have two separate, siloed budgets. We really have only one marketing budget. We look at the best way to spend that; whether it's digital or offline, we focus on how they work together to deliver the most sales and the best customer experience.
— Serena Potter, Group Vice President of Digital Media Strategy at Macy's
Since launching store visits in the US, Canada, and Australia, we’ve helped advertisers with brick-and-mortar stores around the world and across many industries measure the impact of online ads on store visits. As a reminder, store visits are estimates based on aggregated, anonymized data from a sample set of users that have turned on Location History. This data is then extrapolated to represent the broader population and only reported if it reaches a strict, highly conservative confidence level. We’ve seen strong customer success and have started to roll out store visit conversions in additional countries, including Great Britain, Italy, Germany, and the Netherlands.
Store visits is available under the "Estimated Total Conversions" column, and to learn more about how the product works, visit our Help Center, read our SEL article, or watch this helpful video. To optimize online ads for offline success, we’ve also created “What’s In Store”, our best practices guide to driving more store sales with AdWords. We look forward to helping more advertisers measure the moments that matter.
1 Understanding Consumers’ Local Search Behavior, May 2014