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Oct292018

Google Ads Now Allows Store Visits Segmentation by New vs. Returning Visitors

Now advertisers who measure Store visits data in their Google Ads accounts can segment that data by new versus returning store visitors to better understand the difference between visits from the new and returning customers.

More specifically, this new segmentation ability will help advertisers learn the types of customers engaged with their ads campaigns are driving in-store.

This segmentation information can help advertisers in better understanding how their Google Ads campaigns are driving store visits.

So, the advertisers can use these insights to focus on promoting offers that are specific to new customers or to adjust their marketing plans to reach their most loyal and valuable customers.

As an example, if a business goal is to maximize sales from existing customers, they can find which campaigns and ad groups reach the most returning customers and focus your budgets, bid increases and keyword expansions there, Google Ads explained.

Store visits conversions attributed to viewable impressions are only available for Display Network campaigns or ads which serve on the Google Display Network.

This segmentation will be added to the “All conversions” column in campaign reports.

Store visits conversion reports can be segmented based on the time period selected for the “customer lapse window.”

To report on returning users, advertisers can select a conversion window of “180 days (this is the default), or 90 days, or 60 days.” Custom windows between 1 and 180 days can also be made.

To see store visit conversions report, If not already, just start by adding a “custom column” in All conversions for Store Visits conversions and then segmenting by “new vs. returning customers” under the Conversions drop down of Campaigns tab.

Assuming, the “All conversions” column is already added to the reports, just follow these steps to view the conversion report:

  • Sign in to Google Ads account.
  • Then click on the “Campaigns” tab.
  • Next, select “Segment” drop-down menu.
  • And, from there choose “Conversions,” then “Conversion source” or “Conversion name.”

Once done, just look at the rows listing data by each conversion action to see store visit data.

Store visits are available at a campaign, ad group, and keyword level and product group level for Shopping. It can be segmented by a device.

To learn more about how to see store visits data in Google Ads, head over to this help center page here.

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