Google AdWords is improving the tracking of offline visits

Google said that at the moment, thanks to advertising in AdWords, stores have received more than 4 billion visits to stores offline.

In the near future, to the data on the attendance of physical stores after watching online advertising will open access to thousands of advertisers. Now the process of measurements undergoes qualitative changes.

Google monitors visits to offline stores using aggregated and impersonal user data that allowed the transfer of location data from their mobile devices. In addition, the company conducts surveys among respondents to Google Surveys.

Last month, Google began using a machine learning model that could be trained on large data sets. Thanks to this, the company will be able to improve the accuracy of the ranking of location signals.

It is worth noting that the recent update of photos in Google Earth and Google Street View allows you to more accurately determine the parameters and boundaries of buildings. These innovations will provide more accurate location information.

Recall that Google began to measure the impact of advertising in Adwords on offline shopping visits in December 2014. And in November 2016, AdWords added a corresponding report.


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