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Sunday, June 04, 2017

More On Google Clicks to In-Store Purchase Links

Considerable question, continued here with input from a number of experts.   My answer is yes, not just by this first step, but following steps that will use this data to get much higher quality patterns in the purchase data.

Will Google change the game by linking clicks to in-store purchases?  by Tom Ryan
Google last week introduced new tools to better measure the effectiveness of digital ads including linking ads to in-store purchases.

At its annual Google Marketing Next advertiser conference, officials introduced Google Attribution, which uses machine learning to provide data-driven insights about each step in the consumer journey. The free tool integrates with AdWords, Google Analytics and DoubleClick Search to determine how much credit to assign to each step in the consumer journey.

“It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business,” wrote Sridhar Ramaswamy, SVP of ads & commerce, in a blog post.  .... " 

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