If you own or operate a location-based business, you’ve likely dreamed of the day you can attribute marketing dollars to real-life foot traffic. Google started working on making this dream a reality in 2014, but the feature only rolled out to a limited group of high traffic companies. Over the last few months, Google started making a larger feature roll out to small businesses and enterprises. Advertisers can now track the campaigns, keywords, and devices that lead to store visits in Google’s ad platform. Up until this point, advertisers have been able to attribute ad campaign success in Google Ads through website traffic, website events, online purchases, and phone calls. While these metrics do a great job of measuring the intent of searchers to visit a location, store visits allow businesses to see how this online intent actually translates to foot traffic.
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