The results of a Google Analytics 360 study found 40% of web users who came through organic search contributed to online-to-offline conversions. The figure for paid search ads was 22%.
This study has helped STA Travel, which operates over 200 stores globally and two million customers, sees over 80% of transactions in its shops.
Google said the 360 analysis was focused on website visitors who could be authenticated as customers, meaning it covered just a small percentage of web traffic and 26% offline conversions.
Google added that while the study was limited to authenticated users STA was able to make some predictions on the wider impact of its digital activity.
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