Google tracks you into the physical store | RetailDetail

Google tracks you into the physical store

Google tracks you into the physical store

Google has started a pilot in the United States to track online customers into the physical store, to see if it can measure whether an AdWords-click leads to an actual sale in the physical store.

In-Store Attribution Transaction Reporting

The pilot project revolves around AdWords, the ads people see when browsing Google's search results. Whenever a consumer clicks an ad, Google pushes him or her to the web shop, but can only check whether a purchase is made online. It hopes to change that with the In-Store Attribution Reporting pilot.


Now that both channels, offline and online, intertwine into multichannel, Google wants to get to know whether consumers are moved to buy a product in physical stores after seeing AdWords-ads. That is why it is collaborating with data companies like Acxiom and Epsilon, both of whom have already done similar tests for Yahoo, Microsoft, AOL and Facebook, according to The Wall Street Journal.


Bothered by a shifting advertising market

It is no surprise Google is trying to expand its reach and therefore its income as more Google users are shifting from desktop computers and tablets to smartphones, which impacts Google's business model in two ways: the advertisement rates are sensibly lower and the competition is way bigger (like Facebook).


That does explain the rather disappointing quarterly results Google presented yesterday. The search giant managed to increase its advertising volume 26 % (which means 26 % more AdWord clicks are being generated), but the average ad price has dropped 9 % since last year. Specialists believe this price drop is because of the smartphone surge.


That quarterly turnover reached 15.42 billion dollars (some 11 billion euro), 19 % more than the same period last year, with net profit at 3.45 billion dollars (nearly 2.5 billion euro), which was 3.35 billion dollars last year.

Questions or comments? Please feel free to contact the editors

German Otto Group continues to soar


German online company Otto Group saw its turnover grow 10.9 % to 7.76 billion euro in the past fiscal year. The former mail order company will continue to invest in start-ups and technology.

Decent profit increase for


Chinese online retailer has grown strongly in 2017: turnover grew nearly 50 % and it was profitable again. The company also expects to exceed a 30 % growth pace in 2018’s first quarter.

Rakuten ditches Priceminister brand


Rakuten has decided to get rid of its French brand Priceminister and absorb it into Rakuten, similar to what it did tot British acquires Eastern European competitors


Fast food supplier acquired its Bulgarian competitor BGmenu and its Romanian competitor Oliviera in yet another step towards its goal of being the European market leader.

Colruyt joins PostNL's grocery service


The mailman will deliver groceries every two weeks from now on: PostNL will collaborate with new grocery service Stockon in the Netherlands. A remarkable fact is that its private label brands are Boni, which is Belgian supermarket chain Colruyt’s private label.

Strong growth for Chinese e-commerce once again


There was another strong increase in the Chinese online market last year: compared to 2016, it achieved an astonishing 32 % growth. In that regard, China is performing exceptionally online.

Back to top