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


Yoox-Net-a-Porter thrives thanks to mobile surge

03/08/2017

Online retailer Yoox-Net-a-Porter has managed to beat analysts’ expectations in the past fiscal year, thanks to a surge in mobile sales. For the first time ever, these sales contributed more than half of the retailer’s total turnover.

Lidl constructs new distribution center in Venlo

01/08/2017

Lidl will open a new distribution center in Venlo, which will cater its web shop’s customer base. The distribution center is not a Lidl Netherlands project, but apparently an international project.

Amazon places own pick-up lockers at consumers' homes

31/07/2017

Amazon announced The Hub, a system of pick-up lockers that can be placed everywhere. They come in different sizes and can be placed both inside or outside of buildings.

Amazon's profit takes enormous hit

28/07/2017

American Amazon’s profit plummeted in the second quarter and is also lower than what analysts had predicted, despite a 25 % turnover increase.

Amazon: a looming problem for other retailers

27/07/2017

Those who thought Amazon’s growth would slow down, were wrong: the company is now worth more than 500 billion dollars. The Amazon effect is even troubling other retailers and investors. How should they react?

European web shop growth stagnates

26/07/2017

The number of companies with an online sales channel in the European Union has stagnated. The study shows that many companies are hesitant to sell abroad, because they fear fraudulent activity.

Back to top