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Google Announces It Has Been Tracking In Store Purchases

Google Announces It Has Been Tracking In Store Purchases

You’ll be hearing a lot about Google Attribution in the days and weeks to come. This is Google’s newest tool to help businesses determine where their customers are coming from. Attribution is powered by a combination of Google Adwords, Analytics and DoubleClick search data, as well as in-store purchase data collected by third-party providers – namely, credit and debit card companies.

This is a further enhancement of the store visit conversion data that Google has been collecting for about five years now. Previously, business owners were able to tell, to a limited degree, what percentage of their in-store traffic was attributable to using Google’s advertising products. Now it will be possible to see what specific products were purchased in response to digital ads; retailers won’t be able to discern which individuals purchased which items just yet.

[Tweet “Google Attribution means we can expand our assistance to in-store performance concerns.”]

Using Data to Grow Your Business: Are You Taking Full Advantage of What Google Offers?

Now that we’ve covered Google’s constant quest to capture more and more data about user behavior, let’s talk about you. Most small business owners have Google Analytics for their website, but relatively few access this information regularly. Part of the problem may be the fact that the sheer mass of information available from Google Analytics is overwhelming. With multiple reports to choose from, how do you know what’s relevant to your business?

You have to start somewhere. We work with our clients to understand their data, and how they can use the insights found there about customer behavior online to improve their digital marketing efforts. The launch of Google Attribution means we can expand our assistance to include in-store performance concerns: if you know that ads for a given product are being clicked, and then store visit conversion data indicates that customers are indeed coming to the store, but the product isn’t being sold, there’s clearly a breakdown that needs investigation. Something as simple as repositioning merchandise within the store so it’s easier for customers to find can boost sales exponentially – but you won’t know that customers are even interested without looking at the data first.

The important thing to understand with Google Attribution and all of Google’s other tracking tools is they’re really only any good if you use them. Collected data that’s never looked at doesn’t help anyone. Here’s a quick video Jennifer created to help you get started:

Keep watching this space. We’ve got some great new tools that will make working with your data incredibly easy and highly profitable coming soon!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office