Google has introduced its store visits measurement technology in Singapore, allowing businesses here to link online ad campaigns with actual store visits.
Launched last week, Singapore is the third country in the Asia Pacific region behind Japan and Australia to get the technology.
Nearly one-third of all mobile searches on Google today are related to location, and the tech giant already offers services such as location extensions and local inventory ads for marketers to reach potential consumers based on their location.
The company’s store visits measurement technology was first introduced in late 2014, and according to Google, has already measured over five billion store visits using AdWords globally.
For now, the technology is only available on Google’s Search, Shopping and Display campaigns, but will soon also be available for YouTube TrueView campaigns as well.
In Japan, the technology is being adopted by large retail chains such as Isetan Mitsukoshi and Seven & i Holdings, which runs department stores Sogo and Seibu, as well as Japan- and US-based 7-Eleven convenience stores.
Stephanie Davis, country director of Google Singapore says that in-store conversions can help retailers optimise their campaign investments.
“Bridging the gap between the online and offline worlds is a crucial step for retailers to understand the full value of their digital investments. But it’s not an easy task. Starting from today, businesses in Singapore can use Google’s industry-leading technology to accurately measure the impact of their online advertising campaigns on in-store sales,” she said.
For instance, with in-store conversions, Seven & i has found that compared to desktop, mobile drove a 44% increase in shoppers to its stores at a 40% lower cost. This allowed to company to measure the impact of its digital ads on actual retail sales.
Google claims that its mapping and machine learning technology for store visit measurement is currently the only one “with the highest degree of precision and accuracy”.
Some privacy critics have voice concerned about the technology’s ability to monitor individuals, but Google has maintained that data is collected in “a secure and privacy-safe way without sharing any personal location information at an individual level”.
Store visits are calculated based on aggregated and anonymized data from users who opt in to activate their Location History, the company added.