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Using Google Metrics to Measure Offline Conversions

The new store visits metrics in Google’s Adwords may be the key to finally figuring out how online advertising translates into real time store visits. This little mystery has been keeping marketeers up at night.

The formula used to determine how your online marketing is affecting off line store visits  according to Google Adwords“estimates based on aggregated, anonymized data from a sample set of users who have enabled Location History on their device. The data is then extrapolated to represent a larger population.” In simple language this is not going to give you exact numbers but it can certainly help you get a good idea if your campaign is resulting in any positive outcomes.

At the very least you will have a real measuring tool to use to calculate conversions that you did not have before.

How It Helps

While it may seem that there are a few variables to contend with that may make the data not so reliable overall if you look at it from a realistic stand point it makes sense. What form of tracking do you have in place right now? 

It may not increase sales to be aware of this information but it can give you a snapshot of whether what you are doing works or not. Albeit it is a small snapshot because you are dependent on the consumer to have their Location history turned on but it is still a decent indicator, overall.

The data that you gather from the ETC can easily help you conserve your marketing dollars. You will be able to see what is working and what you may need to tweak to work.

As time marches on and more and more people leave their location history on (and they will because there are some benefits to leaving it on) the data will become more and more accurate. Get used to using it now while it is still relatively new and you will be ready to garner the benefits when the data evolves into a much more accurate picture.

What Do You Have To Do

You do not have to take any additional steps to set up the ETC (estimated total conversions) in Adwords if you are eligible it will already be there. This can be a useful tool if you use it right. If you pay attention during the campaign to see what is moving people into the store you can absolutely capitalize on it.

Since it is already a part of Adwords why not pay attention?