Store visits

Measuring real-world actions that matter to your business is the first step towards growing sales in your store.

Many customers research online before purchasing in store. Google Ads can impact those online research decisions that lead to store visits.

Store visits help measure the full value of your online ads by accounting for the additional conversions that happen offline. Using store visits, you can optimize your campaigns for omnichannel performance and maximize total return on ad spend across online and offline channels.

How to add store visits to your statistics table in Google Ads

  1. Sign in to your Google Ads account.
  2. Click Campaigns, Ad groups, Ads & assets, or Keywords in the page menu.
  3. Click the Columns icon A picture of the Google Ads columns icon above the statistics table, then select Modify columns from the drop-down.
  4. Click on the Conversions dropdown. You can check or uncheck any of the columns related to store visits.
  5. Click Save & apply. Your saved columns will now appear in the "Modify columns" drop-down.
    • If you've added columns, you'll see them appear in your statistics table.
Note: To save the column set for future use, click Save your column set field and enter a name for your column set.

About store visit conversions and eligibility

If you have a physical store location or sell your products in a physical store and meet certain criteria, you may be eligible for store visit conversions. These criteria are in place so that we have enough data to report for your account, while still maintaining privacy for our users. Learn more about store visit conversions and eligibility

Store visit conversions use advanced machine learning, robust mapping technology, and opted-in user location data to measure footfall after interactions with your ads. Store visits are available for Search, Shopping, Google Display Network and YouTube campaigns. The metric provides insight into the number of users who visited a store after they clicked on your Search or Display ad, or watched or engaged with your YouTube ad.

Learn more about how to show store visit conversions in your Google Ads account, and how to understand your store visit data when viewing your reports

Store visit conversion window

The conversion window is the number of days after a click during which a conversion will be recorded. If customers typically make a purchase soon after engaging with an ad, you may want to shorten the window. Check your conversion delay to help understand this behavior. Learn more about the store visit conversion window

Store visit conversion value

Measuring and tracking the online and offline impact of your Google Ads campaigns is important for understanding your true return on investment. If you’re measuring online conversions and capturing revenue information, you can also value store visits to estimate in-store revenue. This way you can measure total revenue and return on ad spend. Learn about setting a store visit conversion value

Smart Bidding for store visits

Available for Search and Shopping campaigns, Smart Bidding for store visits allows you to optimize for store visits, using the same bid strategies used for online conversions. Learn more About Smart Bidding and Smart Bidding for store visits

View local competitive visits and search terms

The local competitive visits report, and local competitive search terms report show you the advertising opportunities that you’ve missed on Google Ads. These reports help you connect with potential customers who may be interested in visiting your physical business locations.

The reports show you the number of search queries, clicks, and store visits that went to other advertisers because their ads showed for a relevant local search query while your ads didn’t. Using this information, you can optimize your budget, bidding, and keywords to capture some of those missed opportunities. Learn how to view local competitive visits and search terms

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