If visits to your physical locations – like hotels, car dealerships, restaurants and retail shops – are important to your business, you can use shop visits conversion tracking to help you learn how your ads influence shop visits.
Many customers conduct research online before purchasing in store, and Google Ads can impact those online research decisions that lead to shop visits. Shop visits help measure the full value of your online ads by accounting for the additional conversions that happen offline. Using shop visits, you can optimise your campaigns for omnichannel performance and maximise total return on ad spend (ROAS) across online and offline channels.
- Understand which campaigns, keywords and devices drive the most shop visits to your business.
- Understand the full impact of 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 optimise omnichannel performance by including shop visit conversions in your Smart Bidding strategies. Learn more about Smart Bidding for shop visits
How it works
A customer is signed in to their Google account and opts into location history in their account settings. The customer finds an ad for your shop and interacts with it.
The customer then visits your shop’s physical location.
We connect the customer's visit to the shop to engagements with your ad in a privacy-safe way. Shop visits use anonymous, aggregated statistics which are then extrapolated to represent the broader population of your customers.
When our systems detect that potential visits have occurred, we add an extra layer of verification by surveying select users about their shop visits. Using a panel of over 5 million users who have volunteered to participate in Google Opinion Rewards, we directly ask them which locations they’ve visited, understand how this checks out against our predictions and then use this data to fine-tune our machine learning models.
Google Ads creates modelled numbers by using current and past data on the number of customers who click or view your ads and later visit your shop. You can then understand these results in your Google Ads reports for shop visits.
If you have a physical shop location or sell your products in a physical shop and meet certain criteria, you may be eligible for shop visit conversions. The following criteria are in place so that we have enough data to report for your account while still maintaining privacy for our users.
- Your shops must be located in eligible countries where shop visit reporting is offered.
- Shop locations must not be considered sensitive. For example, locations related to healthcare, religion, sexual content and children would be considered sensitive and ineligible for shop visit conversions.
- Your ads should use location extensions or affiliate location extensions so that we know which shops you care about. The more locations that you have, the higher the likelihood your account will have enough data to be eligible for shop visits.
- Make sure that your location extensions or affiliate location extensions are active and not turned off at the campaign level or ad group level in Google Ads. You should also opt in campaigns to show extensions. If you don’t opt in campaigns, shop visits won’t be reported, and your Google Ads account may not receive enough data to be eligible for shop visits.
- Your ads must have enough ad clicks or impressions, and your business must have enough foot traffic, to pass our privacy thresholds. Since shop visit reporting utilises a machine learning model, we need sufficient data to accurately report shop visits. Because every advertiser is different, these numbers vary by advertiser.
- If you’re using location extensions with a Google My Business account, make sure that your shop locations are set up in your Google My Business account and all of your shop locations are verified in Google My Business.
If you meet the above requirements:
- Your account will automatically begin reporting shop visits.
- Conversions from shop visits will be added to the 'All conversions' and 'View-through conversions' (YouTube and Display only) columns in your campaign reports.
- A new conversion action called 'Shop visits' will be created for you in your Google Ads account. If you don’t find the 'Shop visits' conversion action, you can add a column in your reports for it.
If you don't find shop visits data in your account and believe that you qualify, contact your Google sales representative.
Using the Diagnostics page for shop visits
If you have questions regarding shop visits reporting in your account, use the Diagnostics page to get the overall status of shop visits 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 visits reporting. The Diagnostics page will also show whether your account is currently optimised for bidding to store visits conversions.
How to access the Diagnostics page
- Sign in to your Google Ads account.
- Click the tool icon in the navigation menu.
- Click Measurement, then select Conversions to open the 'Conversion actions' tab.
- Click on the active shop visits conversion action name to open the 'Shop visits' page, then click Diagnostics.
How to review the Diagnostics page
- Current status: Indicates the shop visits reporting status for each channel (for example: Search, Video, Display) and interaction type to clarify which channels are reporting as of the last update.
- Locations: Indicates whether the account has locations linked (affiliate location extensions or location extensions)
- Campaigns running location extensions: Indicates how many of the account’s campaigns are running location extensions. Shop visits data is only reported for campaigns that are actively running location extensions.
- Location verification: Indicates the percentage of the account’s locations which are verified in the Google My Business account, as locations must be verified to report shop visits. If Location Extensions or affiliate location extensions are enabled through linking to Google chains, these locations are already verified.
- Data thresholds: Indicates whether the account has enough data to meet the privacy thresholds and report shop visit conversions.
- Conversion tracking set-up: Indicates that the conversion tracking for the account is set at the manager account level. This will only show if conversion tracking is set up at the manager account level.
- Cross-account shop location matching: Indicates whether the account’s locations match with at least 75 per cent of locations across the other child accounts linked to the same Google My Business account or the manager account. This is required for shop visits to be reported for accounts using manager-level conversion tracking. It will only show if conversion tracking is set up at the manager account level.
- Conversion value: Indicates whether the account has added a custom conversion value for shop visits (for example, to be used with Smart Bidding).
- Include as account default goal: Indicates whether the advertiser is including their shop visit conversion into 'Conversions' for use with Smart Bidding.
Shop visit measurement is available in the following countries:
Tracking shop visit conversions with a Google Ads manager account
Although shop visits can be reported at the manager account level, eligibility requirements must be met at the sub-account level, not the manager account level. Each sub-account must meet the eligibility requirements on its own in order to report shop visits.
Additionally, just because shop visits are reported at the manager account level, it doesn't mean that every sub-account is eligible to report shop visits. Even two accounts which seem similar may not meet the eligibility requirements at the same time. Learn more about reporting shop visit conversions
Optimise for shop visit conversions
If increasing visits to physical shop locations is your goal, you may want to set up your Google Ads account to optimise for shop visits:
If you want to grow shop traffic, consider setting up a Local campaign. Ads in Local campaigns appear on the Google Search Network, Google Display Network, Google Maps and YouTube. When you create a Local campaign, you'll just need to define the shop locations that you want to promote. You can set this by linking your Google My Business account or selecting affiliate locations. Learn more about Local campaigns
If you’re looking to maximise your ROAS, consider using Smart Bidding with shop visits. Smart Bidding with shop visits allows you to find customers interested in visiting your store and maximise both online and offline impact for your existing Search and Shopping campaigns. Set a value for shop visits, and include shop visits in your biddable conversions across your account or in select campaigns. Learn more about Smart Bidding for shop visits
Edit your conversion action settings for shop visits
After your Google Ads account becomes eligible to report shop visits, you may want to make some adjustments to your conversion action settings. Just like other conversion actions, you can edit the conversion window for shop visits, the conversion value, the attribution model and other settings.
- Sign in to your Google Ads account.
- Click the tools icon in the top right-hand corner of your account.
- Under 'Measurement', click Conversions.
- Find the shop visits conversion action that 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 that you need to edit.
- Click Done.