Google Is Making It Easier to Figure Out if Online Ads Actually Drive In-Store Traffic

Famous Footwear, Office Depot are initial testers

Google wants to prove to advertisers that there's a direct correlation between someone seeing a search ad and then going into a brick-and-mortar store. 

The tech giant is rolling out a new tool today called "store visits" that gives marketers some insight into which types of search adswhich include local inventory and product listings ads—motivate people to go to a store.

Google's store visits tool uses an algorithm to estimate how many people went into a store as a result of seeing an ad within 30 days.

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