In-store sales and data can affect ad campaigns more than one would think. Most sellers overlook this connection, but finding the correlation is a secret hack to optimize your e-Commerce business. In this blog we’ll discover why in-store sales data matters, its impact on ROAS, and how to optimize the data.

TLDR: Incorporating in-store data into your ad campaigns maximizes your marketing efforts and drives sales across all channels. By analyzing customer behavior and analyzing omni-channel sales, you unlock new insights that you may have previously missed. Tools like Walmart Connect and Google Ads store conversions provide the necessary data to bridge the gap between online ads and in-store purchases. Leveraging these tools and strategies ensures your ad spend is optimized, leading to more effective campaigns and higher overall sales. It’s essential that you know in store sales data impact  ROAS.

Why Does In-Store Data Matters in eCommerce?

Creating a Comprehensive View

Remember that online and offline data should not be siloed. Measuring the data from different channels can help you get a more complete understanding of customer behavior and the purchase journey. You may be able to incorporate a variety of strategies into your ad spend because of these comprehensive results. 

Analyzing Omni-channel Sales

If you’re able to connect the dots on consumer behavior after viewing an ad and in-store data; optimize those ads to boost sales even more. Google, Facebook, and Waze all offer different ways to link paid ads to in-store visits. They collect data based on location, keywords, ad type, to in-store visits, to guide your future ad spend plans. 

Improving ROAS

According to US Retailers, the more brands spend on advertising, the more their offline sales will rise. By including data from all sources, your ROAS will increase , and provide a better understanding of how different campaigns work. There may be some campaigns that barely drive online sales but are extremely successful in stores.

How Do I Start?

Recently, Walmart launched Connect, which has the ability to track the buyer’s journey between ads and in-store purchases. Sellers can see how many shoppers viewed the ad and the statistics of how many followed through with a purchase in-store versus online. This has become a game-changer in the e-Commerce world for ad optimization! If you are a seller on Walmart, stay ahead of the game and start using Walmart Connect.

Another option is measuring in-store conversions from Google Ads. However, not everyone is eligible to use this feature. In order to be eligible, you must have multiple locations, thousands of impressions, and a linked Google My Business with your Ads account. If you meet these criteria, you access store visit analytics for customers with location services turned on. You’re able to see what devices, campaigns, and keywords drive the most traffic to your store and include visit conversions in your bidding strategies.

In-store sales data impact ROAS across the board. By leveraging all of these tools and strategies, you can ensure that your ad spend is optimized to its fullest potential, leading to more effective campaigns and higher overall sales. 

RELATED: Top 5 Amazon Chargebacks and Their Causes | Subscribe to Our Newsletter