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.


  • See which campaigns, keywords, 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


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.
  • Have at least 90% of your linked locations verified in Google My Business.
  • Ensure location extensions are active in your account. 
  • Have sufficient store visits data on the backend to attribute to ad click traffic and pass our user privacy thresholds.

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  (learn more about how to view store visit conversions). 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.

Starting in October 2017,  you can only edit the settings for your store 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 store visits

Choose the AdWords experience you're using. Learn more

You can only edit your conversion action settings for store 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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