--- title: New Google Tool Lets Marketers Measure In-Store Visits description: A new Google tool aims to help marketers understand how their online ads are impacting conversions in stores. image: https://resources.cmglocalsolutions.com/hs-fs/file-2544414823-jpg/Blog_Post_Images/femalelegsandvarietyofsh_139567.jpg --- [855-594-0010](tel:855-594-0010) # [![CMG Local Solutions](https://cmglocalsolutions.com/wp-content/themes/cmg-local-solutions/assets/image/logo.svg)](https://cmglocalsolutions.com/) - Solutions - [Cox Targeted Display](https://cmglocalsolutions.com/solutions/cox-targeted-display/) - [Cox Connected Video](https://cmglocalsolutions.com/solutions/cox-connected-video/) - [Cox OneSearch](https://cmglocalsolutions.com/solutions/cox-onesearch/) - [Cox Analytics](https://cmglocalsolutions.com/solutions/cox-analytics/) - Industries - [Automotive](https://cmglocalsolutions.com/industries/automotive/) - [Financial Services](https://cmglocalsolutions.com/industries/financial-services/) - [Healthcare](https://www.coxhealthmarketing.com/) - [Higher Education](https://cmglocalsolutions.com/industries/higher-education/) - [Home Services](https://cmglocalsolutions.com/industries/home-services/) - [Legal Services](https://cmglocalsolutions.com/industries/legal-services/) - [Restaurant/QSR](https://cmglocalsolutions.com/industries/restaurants/) - Approach - [Our Strategy](https://cmglocalsolutions.com/approach/strategy/) - [How We Do It](https://cmglocalsolutions.com/approach/how-we-do-it/) - Clients - [Success Stories](https://cmglocalsolutions.com/clients/success-stories/) - [Creative Showcase](http://www.cmgadvertising.com/) - About - [Who We Are](https://cmglocalsolutions.com/about/who-we-are/) - [Careers](http://cmglocalsolutions.com/about/careers/) - Markets - [Athens](https://cmglocalsolutions.com/athens/) - [Atlanta](https://cmglocalsolutions.com/atlanta/) - [Boston](https://cmglocalsolutions.com/boston/) - [Charlotte](https://cmglocalsolutions.com/charlotte/) - [Dayton](https://cmglocalsolutions.com/dayton/) - [Houston](https://cmglocalsolutions.com/houston/) - [Jacksonville](https://cmglocalsolutions.com/jacksonville/) - [Long Island](https://cmglocalsolutions.com/long-island/) - [Memphis](https://cmglocalsolutions.com/memphis/) - [Miami](https://cmglocalsolutions.com/miami/) - [Orlando](https://cmglocalsolutions.com/orlando/) - [Pittsburgh](https://cmglocalsolutions.com/pittsburgh/) - [San Antonio](https://cmglocalsolutions.com/san-antonio/) - [Seattle](https://cmglocalsolutions.com/seattle/) - [Tampa](https://cmglocalsolutions.com/tampa/) - [Tulsa](https://cmglocalsolutions.com/tulsa/) - Resources - [Blog](https://blog.cmglocalsolutions.com/) - [Resources](https://blog.cmglocalsolutions.com/online-marketing-resources) - [Contact Us](https://cmglocalsolutions.com/contact-us/) # Digital Marketing Solved Blog ## [New Google Tool Lets Marketers Measure In-Store Visits](https://resources.cmglocalsolutions.com/new-google-tool-lets-marketers-measure-in-store-visits) Posted by [Selena Lawson](https://resources.cmglocalsolutions.com/author/selena-lawson) on March 4, 2015 at 10:12 AM - [Tweet](https://twitter.com/share) ![Measure In-Store Visits](https://resources.cmglocalsolutions.com/hs-fs/file-2544414823-jpg/Blog_Post_Images/femalelegsandvarietyofsh_139567.jpg?width=325&name=femalelegsandvarietyofsh_139567.jpg "Measure In-Store Visits")It's easy for marketers to see online ads as a driving force for online sales and traditional ads as a way to create physical conversion, but it no longer works that way. Online ads now play a big role in driving customers to physical stores, so creating these marketing divisions can actually harm overall sales. A new Google tool aims to help marketers understand how their online ads are impacting [conversions](http://blog.cmglocalsolutions.com/4-digital-tools-for-converting-consumers-into-customers) in stores, and it could change the way many businesses think about the success of their ads. #### The New Google Metrics Feature Just a few weeks ago, Google added a new metric called "store visit measurement" to its Estimated Total Conversions (ETC) tool. This metric helps give AdWords users a window into how digital ads might be driving in-store visits, not just clicks and digital conversions. According to [Search Engine Watch](http://searchenginewatch.com/sew/news/2387668/new-google-metric-reveals-which-products-drive-store-visits), this new metric takes a company's collective search ads on Google across different devices — which include [product listing ads](http://blog.cmglocalsolutions.com/getting-started-with-a-paid-search-shopping-campaign) (PLA), local inventory ads and other types of search ads — and combines them with insights from store visit data to create a report that shows the products (and, thereby, ads) that are [driving in-store visits](http://blog.cmglocalsolutions.com/restaurant-marketing-3-tips-to-entice-guests-into-your-restaurant). Marketers can use this metric to see not just how digital ads are attracting in-store consumers, but also which ads are driving product sales. Being able to take a closer look at these numbers allows marketers to run more efficient campaigns and to spend their budgets more wisely on campaigns with a proven track record of producing in-store traffic. According to [Econsultancy](https://econsultancy.com/blog/65923-google-adwords-new-metric-helps-measure-in-store-conversion/), eMarketer reports that nearly 95 percent of retail sales still take place in brick-and-mortar stores, and 32 percent of consumers have reported that location-based search ads have influenced them to visit a store or make a purchase. Though this new Google metrics tool won't give marketers a complete picture of in-store shoppers the way it does with digital shoppers, it's a great staring point, and it's an essential tool for marketers trying to gain better insight into how their customers are responding to digital ads in ways other than a simple click. 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