View your shop sales conversions

It can take 2-7 days for your shop sales conversions to show up in your Google Ads reporting. You can view shop sales conversions in the 'Campaigns', 'Ad groups' and 'Keywords' reports. This article explains the many ways in which you can view your shop sales conversions.

Shop sales reporting is available for the following campaign types:

  • Search
  • Shopping
  • Video
  • Display (only for retail and restaurant customers)

Shop sales measurement for retail and restaurant advertisers supports conversion reporting and view-through conversion reporting where eligible. View-through conversions aren’t reported within the 'Conversions' column and are only available in the 'All conv.' or the 'View-through conv.' columns in the Google Ads UI based on the account setup.

If you want view-through conversions to be included in the 'All Conv.' column:

  1. Sign into your Google Ads account.
  2. Click the tools icon Tools icon in the upper right-hand corner of your account.
  3. Under 'Measurement', click Conversions.
  4. In the left-hand navigation panel, click Settings.
  5. Click View-through conversions to expand the section, then tick the box next to 'Include view-through conversions from Display Network and Video ads in your ‘All conv.’ columns'.

Instructions

View 1: Find an aggregate of all online and offline conversions

To view the sum of all online and offline conversions (and their associated value), you can create a report to find all conversions and all conversion values. Shop sales conversions and conversion value are automatically added to the 'All conv.' (All conversions) and 'All conv. value' (All conversions value) columns in your Google Ads reports.

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Click the columns icon A picture of the Google Ads columns icon above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Under 'Select metrics', click Conversions.
  6. Select All conv., View-through conv., and All conv. value.

View 2: Segment by shop sales conversions

To separate your shop sales conversions and their conversion value from other conversions reported in your Google Ads account, you can create a segment in your reports. Before you begin, make sure you've already added the 'All conv.', 'View-through conv.' and 'All conv. value' columns to your reports.

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Click the segment icon Segment above the statistics table.
  4. Select Conversions, then Conversion source.
  5. You'll now find rows listing data by each conversion source. Look for the “Shop sales” (for retail shops and restaurants) or “Shop sales (direct upload)” (for all other business types) conversion action to find your shop sales data.

View 3: Add reporting columns for shop sales (only for retail and restaurant businesses using custom variables)

  1. Sign into your Google Ads account.
  2. Depending on the data you’d like to view, click Campaigns, Ad groups, Ads & extensions, Keywords or Product groups in the page menu on the left.
  3. Click the columns icon A picture of the Google Ads columns icon above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Click the Conversions section, then tick the box next to the desired store sales columns. The available columns include:
    • Shop sales conv. count
    • Shop sales conv. value
    • Shop sales visit-to-purchase rate (Shop sales conv. count / Shop visits conv. count)
    • Shop sales click-to-purchase rate (Shop sales conv. count / Interactions)
    • Shop sales avg. conv. value (Shop sales conv. value / Shop sales conv. count)
    • Shop sales CPA (Cost / Shop sales conv. count)
    • Shop sales ROAS (Shop sales conv. value / Cost
  6. Click Apply. The selected columns will now appear in your reports.

View 4: Add a custom column for shop sales

To view shop sales in a separate column without segmenting your campaigns, add a custom column to your reports.

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Click the Columns icon A picture of the Google Ads columns icon, then select Modify columns.
  4. Select the Custom columns category on the left.
    • If you've never created a custom column, you'll find a dialogue 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. or View-through conv.
  8. In the list below, click Conversions, then select Conversion source.
  9. Under "Selected segment," select the source: Shop sales (direct upload) (for non-retail and non-restaurant businesses).
  10. Click Save. The new custom column is automatically added to your columns.
  11. Click Apply to apply your column customisation to the statistics table. If you have multiple shop sales conversion actions, then you can segment by conversion action names after creating the custom column.

View 5: Find shop sales conversions reports at the account level

This report is only available at the account level at which you upload your offline transactions file (either in an individual Google Ads account or a Google Ads manager account).

  1. Sign in to your Google Ads account or your Google Ads manager account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right-hand corner of your account.
  3. Under 'Measurement', click Conversions.
  4. Look for Shop sales (for retail shops and restaurants) or Shop sales (direct upload) (for all other business types) in the list of conversion types.
  5. (Optional) Click the filter button Filter above the statistics table to limit your view to the shop sales conversions that matter to you (for example, you can filter your view to show active shop sales conversion actions).

View 6: Segment your shop sales (direct upload) conversions by name (only for non-retail and non-restaurant businesses)

You can choose to view your shop sales conversions and their conversion value by segmenting by the name of the conversion action. This is only available for shop sales (direct upload) conversions. Before you begin, make sure that you've already added the 'All conv.' and 'All conv. value' columns to your reports.

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Click the columns icon A picture of the Google Ads columns icon above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Under 'Select metrics', click Conversions.
  6. Add one or more relevant conversion columns, such as 'All conv.' (All conversions), 'All conv. value' or any other desired predefined conversion column.
  7. Click the segment icon Segment above the statistics table.
  8. Select Conversions, then Conversion action.
  9. You'll now find rows listing data by each conversion action/name.

View 7: Segment your shop sales conversions by custom variables (only for retail and restaurant businesses using custom variables)

You can choose to view your shop sales conversions and their conversion value by segmenting by custom variable names. This is only available for retail and restaurant businesses using custom variables with their shop sales measurement. Before you begin, make sure that you've already added the 'All conv.' and 'All conv. value' columns to your reports.

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Click the columns icon A picture of the Google Ads columns icon above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Under 'Select metrics', click Conversions.
  6. Add one or more relevant conversion columns, such as 'All conv.' (All conversions), 'View-through conv.', 'All conv. value' or any other desired predefined conversion column.
  7. Click the segment icon Segment above the statistics table.
  8. Select Conversions, then Custom Variable.
  9. Select the desired custom variable name from the list.
  10. You'll now find rows listing data by the selected custom variable name.

Verify your current shop sales value model (for retailers and restaurants)

The model used to provide shop sales value may change in some cases for retail and restaurant advertisers. For example, some advertisers may receive fully automatic shop sales value data (United States only), while others may receive dynamic value data based on uploaded in-shop transactions. Advertisers who aren’t uploading in-shop transaction data or don’t upload data in a consistent manner can identify value data based on a default conversion value.

The following steps can help advertisers understand which shop sales model was used for a given timeframe:

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups or Keywords in the page menu on the left.
  3. Select the desired date range.
  4. Click the segment icon Segment above the statistics table.
  5. Select Conversions, then Conversion Action. Select your current shop sales conversion action.
  6. Click the columns icon A picture of the Google Ads columns icon above the statistics table.
  7. Select Conversions, then click the box next to “Value/all conv.”.
  8. In the statistics table, review and take note of the “Value/all conv.” for the shop sales action.
  9. Click the tools icon Google Ads | tools [Icon] , then under “Measurement”, click Conversions.
  10. Click on your shop sales conversion action.
  11. Identify the default value shown in the “Value” field.

For the date range selected, if the 'Value/all conv.' value identified in step 8 matches the default value in step 11, then shop sales value data was generated using the default value. If the two values don’t match, then the shop sales value data was generated using in-shop or automatic value data based on whether you’re currently uploading data.

Using the Diagnostics page for shop sales

If you have questions regarding shop sales conversion reporting in your account, use the Diagnostics page to get the overall status of shop sales conversion reporting by channel (network and interaction type). Here, you can find more detailed information, such as specific issues in your account that may be affecting shop sales conversion reporting. The Diagnostics page will also show whether your account is currently optimised for bidding to shop sales conversions.

How to access the Diagnostics page

  1. Sign into your Google Ads account.
  2. Click the tool icon Google Ads | tools [Icon] in the navigation menu.
  3. Click Measurement, then select Conversions to open the “Conversion actions” tab.
  4. Click on the active shop sales conversion action name to open the “Shop sales” page, then click Diagnostics.

Note: Your account needs to have the shop sales conversion action to access the Diagnostic page. You also need to have at least one active campaign for Search, Shopping, Youtube or Display to identify any diagnostic details for the relevant network.

If you don’t have the shop sales conversion action in your account, find out if you’re eligible.

How to review the Diagnostics page

The Diagnostics page for shop sales conversion action provides the following details to help advertisers better understand the current status of their shop sales reporting:

  • Current status: Indicates the shop sales reporting status for each channel (for example: Search, Video, Display) and interaction type to clarify which channels are reporting as of the last update.
  • Transaction upload status: Indicates whether the account has uploaded transaction data that falls within the most recent period of 14 days, 14-30 days or over 30 days.
    • This section only shows for advertisers who are eligible to upload in-shop transaction data to their account.
    • Advertisers who are uploading in-shop data should make sure that they upload consistently and include recent transaction data that falls within the last 30 days (within the last 14 days recommended). If there’s no eligible transaction data within the last 30 days, the system will use the conversion action default value to report shop sales conversion value.
  • Conversion count data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds and report shop sales counts.
  • Conversion value data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds and report shop sales values.
  • Include as account default goal: Indicates whether the advertiser is including their shop sales conversion into 'Conversions' for use with Smart Bidding.

RETURN TO SHOP SALES HOME

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