Anonymous measurement of online advertising using offline sales is disclosed. The measurement uses anonymized online ad exposure data and anonymized offline sales, or conversion data, to measure effectiveness of online advertisement. The anonymized exposure and conversion data are matched using tokens from each data set; each token corresponds to a user and is generated from personally identifiable information of the user that is anonymized to preserve the user's privacy. The anonymized exposure and conversion data is aggregated using the tokens to map records in the data sets for a given user. Users' ad exposure and sales history is used, anonymously, to gauge ad effectiveness of a corresponding ad campaign. The effectiveness measure, or measures, can further be used to configure another ad campaign.