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About shop visit conversions

If visits to your physical locations – such as hotels, car dealerships, restaurants and retail shops – are important to your business, then you can use conversion tracking to help you see how your ad clicks influence shop visits.

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


  • See which campaigns, keywords and devices drive the most shop 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


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

  • Have multiple physical shop locations in eligible countries. Ask your account representative if shop visit conversions are available in your location.
  • Receive thousands of ad clicks and many shop visits.
  • Have a Google My Business account linked to your AdWords account.
  • Create each of your shop locations in your Google My Business account.
  • Have at least 90% of your linked locations verified in Google My Business.
  • Ensure that location extensions are active in your account. 
  • Have sufficient shop visits data on the backend to attribute to ad click traffic and pass our user privacy thresholds.

How it works

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

Shop 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 shop visit reports

Occasionally, shop visit reports may show low numbers, even “1”. This can happen if you’re looking at data on a more detailed level, such as segmenting by device. Because numbers are modelled and anonymised, “1” does not actually mean that one person clicked on an ad and then visited your shop. 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, shop 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 shop visits.

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

How to set up shop visit conversion tracking

If you meet the above requirements and are interested in seeing shop visit conversions, contact your AdWords dedicated account manager. If you're able to start using this feature, conversions from shop visits will be added to the 'All conversions' columns in your campaign reports  (learn more about how to view shop visit conversions). You'll also see a new conversion action called 'shop visits' added to your conversion reports. If you can't see shop visit data in your account and believe you qualify, then contact your Google AdWords representative.

Starting in October 2017, you can only edit the settings for your shop visit conversion action in the new AdWords experience. For instructions on switching between the previous and new AdWords experiences, please see this article.

 How to edit your conversion action settings for shop visits

Select the AdWords experience that you're using. Learn more

You can only edit your conversion action settings for shop visits in the new AdWords experience. Switch to the new AdWords experience, then follow the instructions for editing settings in the new AdWords experience.
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