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. Get the full story at Travolution and Think with Google