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About store visit conversions

If visits to your physical locations—like hotels, auto dealerships, restaurants, and retail stores—are important to your business, you can use conversion tracking to help you see how your ad clicks influence store visits.

Store visit conversions are only available to certain advertisers. Review the requirements below and talk to your account representative if you think you're eligible.

Benefits

  • See which campaigns and devices drive the most store visits to your business
  • Understand your return on investment (ROI) and make more informed decisions about your ad creatives, spend, bid strategies, and other elements of your campaigns

Requirements

Store visit conversions are available to a limited number of AdWords advertisers. In order to be eligible to measure store visit conversions you need to:

  • Have multiple physical store locations in eligible countries. Ask your account representative if store visit conversions are available in your location.
  • Receive thousands of ad clicks and many store visits.
  • Have a Google My Business account linked to your AdWords account.
  • Create each of your store locations in your Google My Business account.

How it works

Store visit data is based on anonymous, aggregated statistics. AdWords creates modeled numbers by using current and past data on the number of people who click your ads and later visit your store.

Store visit data can’t be tied to individual ad clicks or people. We use industry best practices to ensure the privacy of individual users.

Note: Small numbers in store visit reports

Occasionally, store visit reports may show low numbers, even “1.” This can happen if you’re looking at data on more detailed level, such as segmenting by device. Because numbers are modeled and anonymized, “1” does not actually mean that that one person clicked an ad and then visited your store. Instead, it’s better to read this as a value close to one, or an average of one.

While this data can give you a sense of the breakdown of your campaign performance, store visit reports are more precise when the numbers are larger. So, to evaluate your campaign performance, we recommend using reporting levels with at least 100 store visits.

It’s also important to note that even when the reports present small numbers, our privacy techniques ensure that store visit data can’t be tied to individual people.

How to set up store visit conversion tracking

If you meet the above requirements and are interested in seeing store visit conversions, contact your AdWords dedicated account manager. If you're able to start using this feature, conversions from store visits will be added to the "All conversions" columns in your campaign reports. You'll also see a new conversion action called "Store visits" added to your conversion reports. If you don't see store visit data in your account and believe you qualify, reach out to your Google AdWords representative.

Viewing store visit conversions

Store visit conversions will be added to the "All conversions" column in your campaign reports. If you haven't already, you'll need to add this column to your reports:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Columns menu above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Under "Select metrics," click Conversions.
  6. Select All conv. by clicking the arrow icon.

The "All conversions" column will now appear in your reports. Store visits are available at the campaign, ad group, and keyword level and can be segmented by device. To see your store visits separately from the rest of your other conversions, such as website actions or calls, follow the instructions below to segment your columns. Before you begin, make sure you've already added the "All conversions" column to your reports.

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Segment drop-down menu. Select Conversions, then Conversion name.
  4. You'll now see rows listing data by each conversion action. Look for the row for your store visit conversion action to see your store visit data.

To view store visits in a separate column without segmenting your campaigns, you can also add a custom column by following the instructions below. Before you begin, make sure you've already added the "All conversions" column to your reports.

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Columns drop-down menu, then select Modify columns.
  4. Select the "Custom Columns" category on the left.
    • If you've never created a custom column, you'll see a dialog box.
    • If you've already created a custom column, click + Column.
  5. In the "Column name" field, enter the name of your new column. This name will be displayed in the header.
  6. In the "Column description" field, enter a description of your column. The text you enter here will be displayed whenever you hover over the ? next to the column name.
  7. Click the Metric menu, and select Conversions, then select All conv
  8. In the list below, click Conversions, then select Conversion name
  9. Under "Selected segment," select the name of your store visit conversion action.
  10. Click Save. The new custom column is automatically added to your columns.
  11. Click Apply to apply your column customization to your data table.
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