Pros and Cons of Google Address Validation

If you're considering Google address validation, there are pros and cons to consider. While the process isn't as robust as it could be, there are some advantages to using Google's address verification service.

For instance, it helps cut down on fraudulent signups, allowing financial services companies to prove their legitimacy to new users. However, there's a caveat: if you're not careful, you can end up with a bunch of false positives. False positives can lead to bad customer experiences, and in some cases, lost assets.

Google's Address Validation API also has some shortcomings. First, the company's address validation doesn't automatically parse addresses for important details, such as street suffixes.

Second, Google's address validation doesn't offer a single, global, standardized way of validating addresses. This means you may have to do your own work if you need to verify hundreds of addresses at once.

Third, the API doesn't provide much information about the processes involved. In particular, it doesn't show you how long it took for it to validate your data, or how many queries it used. It also doesn't tell you which countries it supports.

The Address Validation API does show you how to make an educated guess as to which of the more than 200 address suffixes is correct. It does have an algorithm that identifies the best known lat/long location.

One other notable feature of the API is that it can flag inaccurate inputs. This is especially helpful for mobile shoppers.

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