Measuring Store Visits with Google

October 26, 2018 / Google Updates / 0 Comments /
Professional salesperson selling cars at dealership to buyer

What it is

The ultimate goal of any automotive ad campaign is to drive traffic. Google’s conversion tracking promises to measure just that.

Google is in an excellent position to track users’ actions, both online and offline. By looking at phone location history, the company can determine whether someone who clicked on your ad ended up visiting your store. Better yet, Google can track these conversions across all devices – desktops, smartphones and tablets.

Requirements

Store visit conversions are available to a limited number of Google advertisers. To be able to measure store visit conversions, you will need to meet the following requirements:

  • Have multiple physical store locations in eligible countries. Ask your account representative if store visit conversions are available in your location.
  • Receive thousands of ad clicks and viewable impressions.
  • Have a Google My Business account linked to your Google Ads account.
  • Create each of your store locations in your Google My Business account.
  • Have at least 90% of your linked locations verified in Google My Business.
  • Ensure location extensions are active in your account.
  • Have sufficient store visits data on the backend to attribute to ad click or viewable impressions traffic and pass our user privacy thresholds.

How it works

Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store.

Store visit data can’t be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.

Related reading: Get More Google Traffic with Three Key Tactics

Our Take

It’s interesting information, but not completely reliable data yet. We see that smaller stores in smaller-sized markets have more in-store visits than larger stores in larger markets with more resources added to pay-per-click. However, it is the first time we have had a tangible way to know the direct visits created by paid search from Google. The visibility can be inconsistent, as some stores that don’t meet all requirements can be visible, while others that meet all requirements are not. More information will be coming from Google in the coming weeks as to how this will be rolled out in more businesses.


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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