Upload your shop sales data

After you set up your Google Ads account for shop sales conversions, you’ll need to prepare your shop sales data and then upload the data to Google Ads.

This article explains how to set up and upload your shop sales data to Google Ads using various upload methods.

Step 1: Choose an upload method

You can upload your shop sales data using Google Ads, the Google Ads API or a shop sales partner. You should use only one method for any upload, since the same file uploaded using multiple methods will be de-duplicated and considered only once by Google during the upload.

1. Upload shop sales data in Google Ads

You can upload your shop sales data directly in Google Ads. With this upload method, you’ll prepare and manually upload your shop transaction file to your Google Ads account every time you make a change. You can also schedule uploads so that any changes made to your data can be automatically uploaded from Google Sheets or using a file transfer method (HTTPS/SFTP).

Benefits of uploading shop sales data in Google Ads

  • Ideal for advertisers new to shop sales: If you haven’t uploaded shop sales data before, use this method first. As you gain experience with shop sales measurement, you may consider switching to the Google Ads API or using a shop sales data partner for uploading your shop sales data.
  • Ease of use: Uploading shop sales data through Google Ads can help you verify if your shop sales data is formatted properly. After you upload your shop sales data, Google Ads will let you know if your shop sales data can be used for measurement or provide you with tips for fixing errors in your shop sales data.  

2. Upload shop sales data using the Google Ads API

You can securely integrate your data management system with the Google Ads API to upload your files on a regular basis. To get help and learn more about API uploads, please contact your Google account representative. 

Benefits of uploading shop sales data using the Google Ads API

  • Ideal for uploading large numbers of transactions: If you frequently update your shop sales data or you have a large number of offline transactions that you want to upload, use the Google Ads API.
  • Save time with uploads: While integrating your data management system with the Google Ads API requires some technical expertise, you’ll be able to reduce the time needed to make changes to your shop sales transaction data.
  • Technical support: Google offers end-to-end onboarding support to help advertisers successfully onboard to shop sales using the Google Ads API. Our technical support team can guide your technical specialists or developers through the process.

3. Upload shop sales data using a shop sales partner

Shop sales partners are companies that can help you import your offline transaction data directly into Google Ads. Learn more about shop sales partners.

Benefits of uploading shop sales data using a shop sales partner

  • Supported uploads: Shop sales partners are directly integrated with our Google Ads API to automate the data upload process and ensure consistent and reliable data uploads.
  • Technical support: All shop sales partners can troubleshoot technical issues, allowing you to focus on your core business.
  • Data hygiene and formatting: Shop sales partners can help format your data to ensure correct and frictionless uploads. For example, shop sales partners can review columns in your shop sales data file to help troubleshoot common errors.
  • Enhanced match rates: Some partners have robust customer information graphs which may increase match rates.

Step 2: Determine your Loyalty Rate and Transaction Upload Rate

The Loyalty Rate and Transaction Upload Rate determine how your shop sales are reported in Google Ads. Before you prepare your shop sales data file, you’ll need to determine the Loyalty Rate and Transaction Upload Rate for your sales.

  • Loyalty Rate: The percent of overall sales that you can associate with a customer and that are uploaded in your data file. The Loyalty Rate is the total number of transactions with customer information divided by all transactions, represented as a number between 0 and 1.
     

    Example

    Let’s say that you have 100 transactions over the past 30 days. Of the 100 transactions, you associate 70 transactions to a customer email address or customer phone number. Because you're uploading 70 customer transactions, your loyalty rate would be 0.7. However, if you’re only uploading 40 of these transactions, then the loyalty rate would be 0.4.
  • Transaction Upload Rate: The percent of overall sales with customer information that are already uploaded to Google Ads. Since we recommend uploading all of your transactions to Google Ads, your Transaction Upload Rate should be 1.

Step 3: Format and hash your shop sales data

Hashing is a procedure that takes your sales data and randomises it in a secure, privacy-safe way. Google only accepts properly-formatted and hashed user data. You can hash your data by: 

  • Using the SHA-256 algorithm: To keep your data secure, you can hash your customer data yourself using the SHA-256 algorithm, which is the industry standard for one-way hashing
  • Using automated hashing in Google Ads: If you have your shop transactions data in a plain text (.CSV) file format, you can choose to upload the file unhashed to Google Ads. Google Ads automatically hashes any data that needs to be hashed using the SHA-256 algorithm before accepting the file for any processing.

Shop sales data that needs to be hashed

  • Customer email addresses
  • Customer phone numbers
  • Customer first and last names

Shop sales data that doesn’t need to be hashed

  • City
  • State
  • Country
  • Zip code/postcode
  • Attribute data (for example, currency and conversion names)

Accepted file formats and size limits

File formats

  • Excel
  • CSV
  • Google Sheets

Size limits

  • If you’re doing a one-off upload directly into your Google Ads account: 50 MB (or up to 100,000 rows of transactions)
  • If you’re uploading using the Google Ads API: 1,000,000 rows of transactions
    Note: If you’re using a shop sales data partner to upload your shop sales data, check with your shop sales data partner on their file size limits.
Need more help formatting your shop sales data file? Check out our detailed guide here.

Step 4: Upload your shop sales data

After you prepare your shop sales data, the next step is to upload the data to your Google Ads account. The steps to upload your shop sales data may differ depending on the upload method that you choose.

Upload shop sales data in Google Ads

If you’re uploading shop sales data in Google Ads, you can choose to make it a one-off upload (you upload every time you update your shop sales data) or a scheduled upload (Google Ads checks for updates to your shop sales data hosted at a specific location and uploads those changes). 

It’s recommended that you schedule uploads on a daily or weekly basis so that you can keep your shop sales reporting accurate.

One-off upload

  1. Sign in to your Google Ads account.
  2. In the top right-hand corner of your account, click the tools icon .
  3. Under 'Measurement', click Conversions.
    • If you're using a manager account, click Conversions in the page menu on the left.
  4. Click Uploads from the page menu.
  5. Click the plus button .
  6. To download the template that fits with the type of conversions that you’d like to import, click View templates. You can choose Excel, CSV or Google Sheets to upload conversions from clicks, calls or shop sales.
  7. Click Done.
  8. Next to 'Source', select the source of the file that you want to upload: Upload a file, Google Sheets, HTTPS or SFTP.
    • If you’re uploading a file or using Google Sheets, click Choose file to select the file that you want to upload.
    • If you’re using HTTPs or SFTP, enter the URL for the file, and the username and password to access the file.
  9. Click the tick box next to 'This upload contains shop sales data collected and shared in compliance with applicable Google policies', then confirm if you’re uploading Unhashed private customer data or Hashed data.
  10. Click the Upload and preview or the Upload and apply button.
    • If you click Upload and preview, you’ll see a preview of the estimated changes in the 'History' tab.
    • To import the conversions into your account, click the Action drop-down menu and select Apply.
    • If you click Upload and apply, the file will start processing after all the rows are uploaded.
  11. To see more details about the upload status (including any errors with the upload), click the links in the 'Results' column.

Schedule an upload

  1. Sign in to your Google Ads account.
  2. In the top right-hand corner of your account, click the tools icon .
  3. Under 'Measurement', click Conversions.
  4. Click Uploads from the page menu.
  5. Click Schedules.
  6. Click the plus button .
  7. Next to 'Source', select the source of the file you want to upload: Google Sheets, HTTPS or SFTP.
    • If you’re uploading a file or using Google Sheets, click Choose file to select the file that you want to upload.
    • If you’re using HTTPs or SFTP, enter the URL for the file, and the username and password to access the file.
  8. Click the tick box next to 'This upload contains shop sales data collected and shared in compliance with applicable Google policies', then confirm if you’re uploading Unhashed private customer data or Hashed data.
  9. Set a schedule by selecting the 'Frequency' and 'Time' of day that you'd like your uploads to occur. You can schedule weekly or daily uploads for any time of day.
  10. To upload your file now, click Upload and preview
  11. Click Save. You'll see your saved schedule in the table.
  12. (Optional) To edit, pause or remove a schedule, go to the 'Actions' column and click Options
  13. After making any edits, click Save. If you remove a schedule, confirm that you'd like to remove it by clicking Remove.

Upload shop sales data using the Google Ads API

To make an upload via API, you need to integrate your CRM system with the Google Ads API. To learn more, contact your Google account representative.

Upload shop sales data using a shop sales partner

If you're working with a shop sales partner, the data uploads should be made directly by the partner in your Google Ads account. Please contact your partner or your Google account representative to know more. Learn more about shop sales partners.

Best practices

Below are some important call outs and best practices for uploads and reporting for retail and restaurant customers using shop sales:

  • Only upload in-store transaction data. Do not include transactions from other channels, such as online sales, phone sales or online purchases with in-store pick-up. Shop sales is intended to measure sales that happen at physical shops.
  • Upload transaction data regularly and consistently. Uploading data daily or weekly is recommended to ensure that the system has up-to-date data. Keep in mind that Google Ads will only update shop sales reporting values from 35 days before the upload date.
  • Ensure that your upload file contains some transactions that occurred within 14 days of the upload date. Recent transaction data is required in order for Google Ads to provide updated shop sales conversion data. If the upload file does not contain transactions that are within 14 days of the upload date, Google Ads reporting will not update.
  • Avoid uploading transactions that occurred more than 90 days before the upload date, as they won’t be processed.
  • Avoid uploading the same transaction more than once. If two separate uploads contain transactions with the same user and timestamp, only the most recently uploaded transaction will be reported.
  • If you need to re-upload existing transaction data, ensure that any previous uploads for the transactions have already been processed. You can check the status of upload processing in Google Ads or the API, depending on where you uploaded your data.

Step 5: Check the status of your upload and correct any errors

After you upload a file to Google Ads, you can check your file status in Google Ads account. This only applies to shop sales data files uploaded directly through Google Ads (and not through the Google Ads API).

  1. Sign in to your Google Ads account.
  2. In the top right-hand corner of your account, click the tools icon .
  3. Under 'Measurement', click Conversions.
  4. Click Uploads from the page menu.
  5. Look at the 'Status' column to check the file status for a specific upload.

Upload statuses

Processing

Your shop sales data has been accepted for processing and is currently under processing by the system. The data is only accepted if it’s correctly hashed and formatted.

Failed

The uploaded shop sales data failed processing. Some reasons why your data may fail to upload: 

  • Your data hasn’t been hashed or was hashed incorrectly. 
  • Your data was incorrectly formatted or contains missing values or columns.
  • You have a very low number of transactions. 
  • There aren’t enough transactions matched to customers. To check for the specific reason, check the 'Results' column of the Google Ads statistics table.

Applied

Your shop sales data has been successfully processed and shop sales conversions are now reported in your account. 

Finished with errors

Your shop sales data upload is finished, but it contains errors. Google Ads can’t process the data until the errors are fixed.

Finished successfully

Your shop sales data upload is finished and contains no errors. Since there were no updates in the file, Google Ads didn’t update any data.

Download an error report to correct any errors

If Google Ads encounters any errors while uploading your shop sales data file, you can download a spreadsheet that lists the conversions from your file that failed to import. You can then fix any errors and re-upload the file to Google Ads.

  1. From the 'Conversions' page in Google Ads, click Uploads.
  2. Find the shop sales data file that has the errors.
  3. In the 'Actions' column, click Download errors.
  4. Review the error messages in the 'Results' column of the spreadsheet to determine why Google Ads couldn’t import your conversions.
  5. Make the necessary corrections to the spreadsheet and save it.
  6. Upload the corrected file again.

Step 6: Re-upload your shop sales data (available for retail and restaurant businesses)

If you use shop sales measurement for your retail or restaurant business, you can re-upload your shop sales data with new attributes that weren’t provided previously and include more information in the data (such as basket-level or item-level transactions).  When you re-upload your shop sales data, this replaces the previous data that you uploaded. Bear in mind that if your new upload contains item-level updates, you should include all the items related to a particular transaction in a single upload. Additionally, make sure that the previous upload is fully processed before you initiate a new upload. Otherwise, it may lead to incorrect data reporting in your Google Ads account. Learn more about custom variables for shop sales

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