Google is rolling out new analytics tools for marketers, including attribution modelling and YouTube ‘store visits’.

Google is also launching promoted places and local inventory ads for retailers to promote special offers and show what’s in stock nearby. YouTube ads will also allow viewers to find a store via “location extensions”.

“We have shown that online advertising is driving consumers into stores,” said Jerry Dischler, vice president of product management for AdWords, Google.

Store visits measurement will now also be available for YouTube TrueView campaigns. Store visits measurement is currently available in 17 markets: US, Canada, Australia, United Kingdom, Germany, Netherlands, Italy, Brazil, Mexico, Spain, Japan, Sweden, Norway, Denmark, Austria and Switzerland.
YouTube 的TrueView广告系列现在也提供商店访问量度。目前,全球17个市场已经在使用这一功能,包括:美国、加拿大、澳大利亚、英国、德国、荷兰、意大利、巴西、墨西哥、西班牙、日本、瑞典、挪威、丹麦、奥地利和瑞士。

“Today Google’s store visits measurement is the largest scale of its kind in the world, this product is powered by machine learning and unique data powered by our Google maps product,” said Dischler.

“We are also expanding our local ads formats to video, now you can go directly from a true view video ad on YouTube, which will now show directions, store business hours and more. More importantly we’ll have the same store visit technology for the video ads so advertisers can measure all the way from a video view to store visits,” he added.

However, should a region or country have users that are more privacy sensitive and choose not to share their Google Maps location data history, the store visit measurement product will be less effective.