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Track store sales conversions with a data partner

If in-store sales are important to your business, you want a way to track when your AdWords campaigns lead customers to make a purchase in one of your physical stores. With store sales conversions, you can connect your store sales information to your AdWords account by using a third-party data partner.

This article will explain how store sales conversions work and give you an overview of the setup process.

Before you begin

Store sales conversions are only available to large advertisers with multiple physical store locations. Ask your account representative if store sales conversions are available for your business. Your account representative will need to sign you up for store sales conversions and help you with the setup process.

To use this kind of conversion tracking, you’ll need to be tracking store sales data in a customer relationship manager (CRM) system. When you set up store sales conversion tracking, you’ll share this data with a third-party data partner.

To track store sales conversions, you’ll also need to do the following:

How it works

While your AdWords ads are online, your sales may not be. For many businesses, in-store sales are an important goal, but it can be difficult to know the effect your online advertising has on this goal. With store sales conversion tracking, you can help connect the dots between your AdWords ads and sales in your physical stores.

To measure these conversions, a third-party data partner will match the sales information you track in a CRM to clicks on your AdWords ads. This data will then be imported into AdWords, so you can see which keywords, ads, ad groups, and campaigns likely have the greatest impact on store sales.

You’ll need to work with your AdWords account representative to set up your account for store sales conversion tracking. They’ll walk you through the following steps:

  1. Establish API access for data partners. The data partners will need to request Adwords API access. You’ll then confirm their request in your AdWords account.
  2. Create a file from your CRM system based on a template provided by the data partner and submit it to the partner. You’ll start by submitting a practice file to make sure everything is working. Then, you’ll regularly send a file to the data partner per their requirements so they can track your conversions.
  3. The data partner will provide a conversion tracking tag that you’ll add to your website.
  4. Your account representative will set up store sales conversion actions in your Adwords account.
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