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 and viewable impressions influence store visits.
Store visit conversions are only available to certain advertisers. For example, they are not available to advertisers with sensitive location categories related to healthcare, religion, adult content, and children. If you think you’re eligible for store visits conversions and have an account representative, you may contact them regarding any questions about the requirements.
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How it works
Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store.
Store visit data can’t be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.
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 or viewed 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.
Store visit conversions are available to a limited number of Google advertisers. To be able to measure store visit conversions you will need to meet the following requirements:
- 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 viewable impressions.
- Have a Google My Business account linked to your Google Ads 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 or viewable impressions traffic and pass our user privacy thresholds.
- 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
- Evaluate and optimize omnichannel performance by including store visit conversions in your Smart Bidding strategies. Learn more about Smart Bidding for store visits.
How to set up store visit conversion tracking
If you meet the above requirements, your account will automatically begin reporting store visits. If you're able to start using this feature, conversions from store visits will be added to the "All conversions" and "View-through 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 Ads representative.
How to edit your conversion action settings for store visits
- Sign in to your Google Ads account.
- Click the tools icon in the upper right corner of your account.
- Under “Measurement,” click Conversions.
- Find the store visits, call clicks, or driving directions conversion action you’d like to edit from the list, and click its name. You’ll see the settings for the conversion action.
- Click Edit settings.
- Click on a setting, make your changes, and click Save. Repeat this step for all the remaining settings you need to edit.
- Click Value to use the “Conversion value” setting.
- Click Conversions to use the “Conversion window” setting. Click View-through conversions to use the “View-through conversion window” setting.
- Click Done.