Measure More with Store Visits Conversions

The use of store visits as a conversion metric is rising.

Google Adwords blog explains:

We’re working hard to measure these new paths to purchase in AdWords. Last year, we announced store visits as part of Estimated Total Conversions to help marketers measure these new conversion paths — an important step in bridging the digital and physical worlds. Since then, businesses across many industries have been able to measure the full value of their AdWords marketing. When businesses include store visits data as part of their overall conversions, they see that their marketing is driving more impact.

Google continues:

As a reminder, store visits are estimates based on aggregated, anonymized data from a sample set of users that have turned on Location History. This data is then extrapolated to represent the broader population and only reported if it reaches a strict, highly conservative confidence level. To learn more about how the product works, visit our Help Center or watch this helpful video.

Source: Inside AdWords: Store visits insights gain momentum – more businesses are measuring the impact that online ads have on offline activities