Track Customer Spending Offline and Online
Google is going to track your offline and online spending in order to get more digital advertising revenue. The offline tracking of credit/debit card transactions will let Google automatically inform merchants when their digital ads translate into sales offline. The store sales measurement tool is being previewed in San Francisco at an annual conference for Google's advertisers.
Google already has the biggest online ad network, with $79 billion in revenue last year. Google expects the data to show a cause-and-effect relationship between online ads and offline sales. It could help persuade merchants to increase their digital marketing budgets.