Google will begin offering "Google Attribution" that allows users to track advertisements and track items that they purchased offline

One of the things that e-commerce (e-commerce) that carries out commercial transactions on the Internet enables one to track the user's behavior one by one is realizing the technology that was not available in the past. On the other hand, it was not easy to track what kind of purchase activity the user took in the offline environment away from online, but Google is a tool that can track users' purchasing activity even offline "Google Attribution"We are promoting development towards the formal operation of.

Google plans to track credit card spending - BBC News
http://www.bbc.com/news/technology-40027706

Google held a conference "from 22 to 24 May 2017"Google Marketing Next"Google Attribution" beta version that enables offline tracking has been announced. This is a tool to clarify the outcome of the purchasing activity of the user and the determinant factor (attribution) leading to it, and it will be provided free of charge.

Using this tool, we can track approximately 70% of credit and debit cards used in the US. In other words, this means that a user can track an advertisement on the net, not actually ordering items at that time, visiting a real shop and buying the product, so that the advertiser can track It will lead to more accurate grasp of the effect of advertisement.

Behind this technology is the company's services such as AdWords, Google Analytics and DoubleClick Search. By collecting data from these and utilizing the location information of the smartphone owned by the user, it is possible to determine at what location the user sees the advertisement, or searches for the product, visits the store and has purchased the item It is possible to track.


On the marketing side, Google Attribution is likely to be an epoch-making technology, but concerns about privacy are also expressed on the one hand. Although this technology that personal behavior may be identified from position information and credit card information etc., Google has compiled data for several years and has developed confidential technology to prevent individuals from being identified . Even Google can not access data on what an individual actually purchased.

Even on the user side, from this functionopt outThere is a means to do. By setting not to reflect account activities and information on personalized ads on the Google Account settings screen, it is possible to stop sending those information to Google. Although it is a simple method, paying in cash without using cards, if possible, is actually a method to surely prevent tracking, if possible.


At the time of article creation, this tool is in operation only in the United States, but it seems that there is no doubt that it will gradually expand to various parts of the world gradually from now on. As previously mentioned, it seems that there is no difference that it is better for users to carefully keep awareness of shared personal information in exchange for convenience.