If you are a retailer, you may have heard from your team that users viewing or interacting with your content online are likely to finish a purchase offline, but how can you measure that?
Companies running online and offline activities need to have a 360-degree view of the customer journeys including foot traffic and in-store transactions driven by online campaigns, in doing so, they will be able to bridge the gap between online and offline.
Google’s recently launched feature in Google Analytics helps advertisers to close the existing gaps between physical and digital environments by connecting store visits with website visits. Being able to measure various user signals, like ‘User Location’ and ‘Landing page visits’, Google provides you with a strong estimate on the correlation between on and offline marketing efforts.
How does Google track in-store visits?
Google estimates offline metrics using anonymized information from users who have turned on their “Location History”; e.g: the number of in-store visits is an estimate of users who visited the merchant’s website and then visited their physical store within 30 days.
An important thing to note about Store visits in Analytics is that they are de-duplicated across channels based on last non-direct click model.
There is no specific action required in order to activate this feature, as soon as the requirements described below are met, it will take up to 60 days for metrics to start populating the reports.
What do these reports show?
You will have 3 additional reports in the Conversions section of GA: Overview, Channels, Locations. The reports will show 2 additional metrics in GA: Store Visits and Store Visits Rate.
The reports help you to learn how your customers engage with you both online and offline, thereby enabling you to measure the impact of cross-channel activities on offline visits.
You can identify patterns in buying behavior by comparing locations of online buyers and offline stores sales locations. It also becomes easier to evaluate the performance of online campaigns taking into account their impact on brick and mortar stores visits and sales.
How can you bridge the gap between online and offline?
All you need is:
- A Google My Business account,
- You have at least 90% of your linked locations verified in Google My Business,
- Your location extensions are active in your Google Ads account,
- Your Google Ads account is linked to GA,
- You have activated Google Signals in GA.
Read more in Google’s support article here.
Should you have any questions or comments, please reach out to your Account Manager or reach out to us at firstname.lastname@example.org