In America, Google is experimenting with online tracking customers in the physical store in order to link AdWords to physical store purchases.
When the consumer clicks on an AdWords ad, the consumer is directed to a web shop where they can do their online purchase. Whether this purchase is actually made, can now only be checked for online purchases. Google hopes to change this with the ‘In Store Attribution Pilot’.
It is not surprising that Google links AdWords to purchases in physical stores; Google is facing increasing competition from Facebook, for example. The average price of an Google ad dropped by 9% since last year. Therefore, Google strives to increase their reach by linking physical purchases to clicks on AdWords campaigns.