Count store sales too, because online ads sell offline
Updated: Oct 11
If you only count online sales, you can miss most of the effect.
The study. Economists at Yahoo matched about 1.6 million customers of a large US retailer with their Yahoo accounts. A random group saw the retailer's display ads and a control group did not.
The finding. The ads raised sales. The extra sales in stores were more than six times the extra sales online. Customers over 40 changed their buying much more than younger customers.
Why it matters. Most teams judge online ads by online sales only. This study shows that online ads can sell in stores. If you count only clicks and online orders, you can cut ads that really work.
The takeaway. Link your online ads to your store sales where you can. Use loyalty cards, store tests or regional tests.
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