By  on November 23, 2015

Google expanded the capability of its “store visits” insights tool in an effort to help businesses understand the connection between digital advertising and in-store purchases. It’s estimated that three out of five U.S. consumers made their last purchase in a physical store, but as marketing dollars are continually going toward online pursuits, this helps to blend the data-gathering capabilities of the Web with real-world results.

Google’s store visits tool measures how search ads bring customers into stores by measuring store visits after a user clicked on an ad within a certain time frame. Today’s new feature offers a more detailed view by allowing Google AdWords users to track not only which ads drove in-store visits, but which key words resulted in in-store visits, and the ability to view store visits by day, week or month.

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