Google to Track Offline Purchases, Too?
New service may help advertisers
A new service from Google will now allow advertisers to target users based on offline information. The project, Conversions API, will let businesses build consumer profiles based on what they do at the keyboard and search for on the Web, as well as what they purchase outside of the home or at the mall. In-store transactions, call-tracking and other online activities can be inputted into Google to be combined with other information “to optimize your campaigns based on even more of your business data.” Google says "conversions"--the digital metric made by every action a user makes online--are incomplete until coupled with real life data. “We understand that online advertising also fuels offline conversions. To capture these lost conversions and bring offline into your online world, we’re announcing the open beta of our Conversions API for uploading offline conversion automatically," the post read. (RT)