Measuring the offline impact of online advertising

The offline impact of online advertising seems to be high on the Google agenda at the moment, and rightly so. A recent study posted on Google’s Think Insights blog estimates that advertisers generate 40 million calls a month directly from their search advertising. By my maths, that’s roughly one call for every 175 people on the planet.

The offline impact of online advertising seems to be high on the Google agenda at the moment, and rightly so.

A recent study posted on Google’s Think Insights blog estimates that advertisers generate 40 million calls a month directly from their search advertising.

By my maths, that’s roughly one call for every 175 people on the planet.

It makes sense then that Google is continuing to evolve call reporting within the AdWords interface, particularly given its focus on mobile search.

Hot off the press is the announcement that instances of customers contacting your business via mobile click-to-call ads will now be counted in the regular Conversion column.

In addition, the new Estimated Total Conversions column will provide an estimate of other potentially valuable actions triggered by your online advertising, such as store visits and calls from landline phones.

This estimate is derived by combining Conversions (many per click) data with estimated conversion types.

Given that many of us switch between devices throughout the course of an average day, let alone the conversion process, all of these little developments are a step towards the Holy Grail of digital marketing – cross-device tracking.

Just think of all that lovely data and how targeted the campaigns of the future could be.