Online marketers love tracking and evaluating their campaigns and business owners love knowing their marketing is successful. Unfortunately, tracking is only able to capture so much information. For example, until recently it has been nearly impossible to properly track the impact of your ads on the amount of traffic you see coming into your store.
Thankfully, Google has released a new “Store Visits” metric in AdWords that should make it considerably easier to measure the effect your ads have on real-world store traffic.
Store Visits is an enhancement for AdWords Estimated Total Conversions, which estimates traffic based on anonymized data collected from a sample set of users who have enabled Location History on their device. Using this relatively small sample, Google predicts the number for the general population.
The tool is still in the early stages, and it is important to remember the prediction is exactly that. We are still a ways away from complete ability to understand the effect your ads are having, but the additional data can still be useful in trying to ensure your ads are driving the highest conversion rates possible.