Google Brings the Next Generation of Online to Offline Attribution. Google is enabling a more accurate attribution to ad sales for the companies who advertise by linking online ads with offline purchases. Conversion rate (Online+ offline) will speak for for the success of Store Sales Measurement feature which Google will offer. I think its a win win situation for both Advertisers as well as consumers. By the time someone thinks about it Google already 70 percent of US credit and debit cards transactions through third-party partnerships. Heard about something similar going on in DE by some DSP and a giant retails chain but I think it would have been stopped due to fear of GDPR etc. Individual items that a consumer purchases will not be shared but the data will be available on a merchant level which will be a bigger proof of concept for bigger advertisers who have been raising question about efficiency of digital medium.It will also put a full stop to advertisers queries that I just accept the CTR and hope a certain percent of the people who visit my website will end up buying anything offline?
Source:- https://bit.ly/2LJ6bEE
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