Google can now link mobile ads to in-store sales
Google is announcing today it will offer store sales measurement at the device and campaign levels, allowing advertisers to measure how search, shopping and video ads drives in-store revenue. Google's Jerry Dischler, VP of product management for AdWords says Google measured over 5 billion store visits globally in 17 countries to map out the data.
Why it matters: Dischler calls this latest update "the holy grail" for a lot of online marketers. The ability for anyone to be able to automatically tie ad clicks to store data will have significant impact on sales, particularly for small and medium-sized businesses, a market where Facebook's and Instagram's massive audience has been dominant. Per Google, consumers that click Google ads are 25% more likely buy a product and spend 15% more when they do.