And, if you are going to map to sales, you may need to adjust the analysis for your sales cycle (e.g., April traffic growth with a three month sales cycle will drive July sales growth). So, instead of mapping Google Trends data to sales or transaction data in the same month, map it to leads captured. But, that is most likely not the case for more expensive B2B products or services, that have a longer sales cycle, especially if they are converted offline. That may be the case for low ticket consumer products. And, the above example assumes you have an immediate conversion of website traffic into sales in the same month. Maybe you have a bottleneck there, with poor search engine optimization, and you are not getting your fair share of the overall internet searches (so, fix that!). Your website traffic growth, may or may not be in synch with Google Trends. Remember, Google Trends is simply traffic data from Google. your industry’s performance in a click of a button. There has never been an easier way to benchmark your performance vs. And, he thought everything was fine with his business, until we layered on the 20% industry growth from the Google Trends data! It was a very sobering moment for my client, as his mood changed from "great, we are growing", to "oh crap, we are losing material market share" in the snap of a finger. I met a company that was really pleased with their 10% month-over-month revenue growth. This data is especially helpful in this following scenario.
#GOOGLE TRENDS COMPARE OFFLINE#
It turned out that in a world post COVID, the internet dealers like Restaurant Furniture Plus, were taking share away from the offline brick-and-mortar dealers, many of which were closed during this period, which helps to explain this trend. In other words, it was increasing its market share, taking volume away from its competitors, which obviously made their team ecstatic.
#GOOGLE TRENDS COMPARE PLUS#
But, when you layered in the fact the industry growth was only 78%, that means that Restaurant Furniture Plus was actually growing 50% faster than the industry was growing. So, yes when you look at its revenue data in isolation, without Google Trends data, the team was obviously happy with the 128% growth. As I compare that to data from Restaurant Furniture Plus, its revenues in May were up 128% over April.
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