Google wants AdWords to track you both on and offline
It’s no secret that Google amasses huge amounts of data from people who interact with its services. Going forward, the firm wants to combine this online data with offline information to help those working in advertising.
At Google’s Marketing Next conference, the company announced two new tools: Google Attribution and a measurement tool for stores. Ultimately, those working in advertising will be able to see whether online advertisements create offline sales.
Google Attribution measures online activity from AdWords, DoubleClick, Search and Google Analytics. In the coming months, the company will also introduce the “store sales measurement” that is currently in beta. “This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads,” Google says in a blog post.
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