What’s going on with Google Beacon? – 2018 Update

In Advertising, Web Business Tips, Google Ads by Matt Chiera

Recently, a lot of my digital marketing peers have been asking me about the “Google Beacon” program for Google Ads. Here’s an update on what’s going on with this: It looks like Google is phasing out the “Beacon” program.

They tested it with a few very large retailers, and apparently the test was not successful enough for them to roll the program out of Beta. It simply requires much too much traffic data to be effective for smaller retailers.

However, they are now investing more time and effort into the new “Store Visits” conversion. They were piloting this tech (which is based on a user’s device instead of low-frequency bluetooth, like Beacon) with large retailers, and it sounds like they’re planning on rolling out to smaller retailers in the next few months.

P.S. For those of you who don’t know what I’m talking about, these tools relate to the “holy grail” of digital advertising for retailers: the ability to track people who interacted with a companies’ online ads and web properties through to a visit to their physical store location.

About the Author

Matt Chiera

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Matt Chiera is CEO of Ice Nine Online, an award-winning full service digital marketing agency in Chicago. Matt is also Digital Director (contract) for enterprise advertising agency The Well and former Head of Business Development for award-winning search marketing agency Perfect Search Media. He's the author of the bestselling book "Digital Marketers Sound Off," published June 2018.

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