Two years ago Google introduced a method in which advertisers can measure the customer journey from an online search of their smartphone to the actual visit of a store, restaurant, or venue. Since then, Google has accumulated and measured over 4 billion store visits in Google Adwords. Now, this innovation of “Clicks to Bricks” is available as reports for us advertisers. These reports will give us more complete insights on the performance of our online ads.
Here are the ways Google is increasing its data when it comes to how well your ads are performing online in the form of foot traffic to your store:
Higher Level Accuracy of Store Visit Data
With this store visit data, Google promises the highest standard of accuracy by upholding strict, conservative confidence thresholds for the data we see in our Adwords accounts. Google also assures us that this data is collected without sharing personal location data. Store visits are accumulated anonymously from users who opt-in to activate Location History.
Deep Learning Will Help Predict Store Visits
Google’s deep learning models will help improve how it measures store visits. There are times where a store visit can be pretty tricky like multi-story malls and areas where many businesses are located, so the large amounts of data will allow prioritization of location signals that are most predictive of true visits.
Survey Data Verify Store Visits
Computers can’t do it alone. Google added another layer that is a bit more human-based, in surveying people about their store visits. They asked for the specifics of their location when visiting a store, tried to match it up with their predictions, and fed their findings to the deep learning models. The combination of machine and man is allowing Google to verify more visits that occur high store densities to give their models that much more to learn.
To learn more about how Google is implementing their Clicks to Bricks reporting in Google Adwords. Take a look at their blog entry on the subject.