Search drives value, both online and offline
Consumers aren’t just using search to plan and make purchases online. As smartphones become more and more ubiquitous, consumers are turning to search before, during, and after they visit physical stores. With smartphones in their pockets, people can research recipes before they go grocery shopping or look up product reviews while they’re standing in the aisle. To make sure your digital spend reflects total sales value and not just online conversions, you need to look at the full customer journey beyond the last click.