Google tracked more than 4 billion of actual visits to shops that took place after viewing the AdWords advertisement. In may 2016 this figure amounted to 1 billion
The company noted that in the near future, traffic data will become available to thousands of other advertisers – thanks to the innovations in the measurement process.
Google defines a visit to stores on the basis of aggregated and anonymous data from users who have activated the transfer of location data on mobile devices. The company also conducts surveys of Google Surveys.
Last month, Google began using a machine learning model that can learn on large datasets. Thus the company intends to improve the accuracy of prioritization of the signals location.
In this recent update photos in Google Earth and Google street View allows you to more accurately define the boundaries of structures.
All these innovations will make location data more available and accurate.
Google started to measure the impact of display advertising on offline shopping. And in November, AdWords added the data about visits to the shops, perfect after viewing the advertisement, the reports about the distance and location of users.
