Measure success

Understand the impact of online on footfall

Overview

Understand the impact that Search has on footfall and your broader business, and gather additional insights to help with strategic decisions.

While website purchases are easy to connect to ad clicks, store transactions are not. Your online activity could be responsible for footfall in your stores, but without proper measurement you won’t be able to connect the dots – which could result in underestimating the impact of your online investment.

Google leverages a large logged-in user base who share location history through their mobile devices to help you understand how many consumers were present in stores after an ad click. If advertisers have loyalty programs or e-receipt data, they can also upload store transaction data into Google Ads to understand if people made a purchase in store after clicking on an ad.

Store visit conversions in Google Ads can help you to understand the offline effect of each of your accounts, campaigns and keywords. This can then be used to calculate a new omnichannel return at different levels.

By using shop sales (direct upload), you can understand the value of the ad-driven visits.

This additional insight can help you develop local digital strategies, like proximity bidding to promote new store openings or support struggling stores, or using digital media to share local offers and discounts. Store level insights can tell you more about store conversion rates and store average order values for certain product categories. With shop sales (direct upload), you can begin to understand your offline audiences better (new vs. existing, click and collect vs. walk-ins, different lifetime value segments and so on).

Incorporating this kind of measurement into your Search activity not only helps you understand the value of the channel better, but provides insights that your business can use in broader strategic business decisions.

Key takeaways

Understand the impact that Search has on your broader business, and gather additional insights to help with strategic decisions.

Next steps

  • Store visit conversions

    Learn about store visit conversions and see if it could be a good fit for your business.

  • Consider Smart Bidding

    Already up and running? People searching when they are closer to stores are much more likely to visit than other customers. User location is one of the most important indicators of performance, so consider Smart Bidding to optimise for store visits when a user is nearby.

  • Take your measurement to the next level

    Want to take measurement to the next level? If you’re collecting over 6,000 Gmail addresses every month, you’re eligible for shop sales (direct upload).

  • Local campaigns

    Use local campaigns and ad formats to increase footfall to your stores.

  • One

    Store visit conversions

    Learn about store visit conversions and see if it could be a good fit for your business.

  • Two

    Consider Smart Bidding

    Already up and running? People searching when they are closer to stores are much more likely to visit than other customers. User location is one of the most important indicators of performance, so consider Smart Bidding to optimise for store visits when a user is nearby.

  • Three

    Take your measurement to the next level

    Want to take measurement to the next level? If you’re collecting over 6,000 Gmail addresses every month, you’re eligible for shop sales (direct upload).

  • Four

    Local campaigns

    Use local campaigns and ad formats to increase footfall to your stores.

Resources