SYSTEM AND METHOD OF TRACKING THE EFFECTIVENESS OF VIEWING RESOURCES ON ELECTRONIC DEVICES IN CAUSING TRANSACTION ACTIVITY TO SUBSEQUENTLY OCCUR AT A PHYSICAL LOCATION ASSOCIATED WITH THE RESOURCES

Systems and methods are provided to measure the effectiveness of viewing resources, such as web-based advertisements or web pages, on electronic devices in causing transaction activity to subsequently occur at a physical location associated with the resources. A first set of data records is provided that includes a uniform resource identifier (URI) of a resource that was viewed by an electronic device, one or more physical locations, each physical location representing a physical location of the merchant associated with the URI, a date/time that the resource was viewed by the electronic device, and payment instrument indicia regarding a payment instrument which has been used for completion of a previous web-based transaction by an electronic device having the same UDID that viewed the URI of the resource. A second set of data records is provided that includes payment instrument indicia regarding a payment instrument which has been used for completion of a previous transaction at a physical location of a merchant, a physical location of the merchant, and a date/time that the previous transaction at the physical location of the merchant occurred. Data records in the two sets are compared to identify data records that have matching payment instrument indicia, matching physical locations and a date/time in the data record of the first set which is a predetermined amount of time prior to the date/time in the data record of the second set.