Show store visit conversions

If your account is eligible for store visit conversions and you're interested in measuring how Google Ads interactions impact visits to your business’s physical locations, you can set up your reports to show store visit conversions data.

In this article, we’ll help you to understand store visit data in your reports. Learn more about store visit conversions

Store visits reporting basics

Store visit conversions can appear in different columns in your Google Ads reports. It’s important to set up the right columns for store visits in your reports so that you can view your conversions (as the columns aren’t included by default). Here are the columns you can add for store visits:

  • “Store visits”
  • “Cost / store visit”
  • “Store visit rate (Store visits / interactions)”
  • “Store visit value”
  • “Store visit value / cost”
  • “Store visit value / interactions”
  • “Store visit value / Store visits”
  • “View through store visits”
Note:
  • Some of the columns for store visits are not compatible with YouTube or Video campaigns.
  • These columns are only available in campaigns, ad group, and keywords reports.

Learn how to Add or remove columns in your statistics table

Differences between the “Conversions” column and “All conversions” column

By default, store visits are reported under the “All Conversions” column, which gives you a view of all the conversions that your Google Ads campaigns drive (including conversions that you’re not specifically bidding towards). The “Conversions” column allows you to customize the data in your reports and to control how you bid for conversions.
Note: Including store visits in the “Conversions” column will also include them in your Smart Bidding strategies for Search and Shopping campaigns.

To include store visit conversions in the “Conversions” reporting column, select “Include in ‘Conversions’” in Google Ads.

Differences between store visits and view-through store visits

Depending on the network and types of campaigns you’re running, there are 2 types of store visits that may appear in your Google Ads account: click-driven and view-driven. Click-driven store visits are tracked under the “Store Visits” column, while view-driven store visits (store visits driven by viewable impressions) are tracked under the “View-Through Store Visits” column. If your account reports view-through store visits, they won’t be included in the “All Conversions” column by default. Instead, view-through store visits will be included in the “View-through conversions” column.
Note: Store visits attributed to viewable impressions are only available for campaigns that run ads on YouTube, the Google Display Network, and Google Maps. These include Video, Display, and Smart Shopping campaigns.

Advanced instructions

You can customize your store visits reports in Google Ads to do things like segment your conversions data or add the “All conversions” and “View-through conversions” columns to view store visits with other conversion actions.

Show store visits as part of “All conversions”

To show store visits together with other conversion actions, use the “All conversions” and “View-through conversions” columns.

Store visit conversions will be added to the "All conversions" column in your campaign, ad group, keyword, and product group (for Shopping ads) reports. To add the “All conversions” column to your reports:

  1. Sign in to your Google Ads account.
  2. Depending on the data you’d like to show in your report, click Campaigns, Ad groups, Ads & extensions, Keywords, or Product groups in the left page menu.
  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, and check the box next to "All conv.".
  6. Click Apply. The "All conversions" column will now appear in your reports.

If you have YouTube or Display Network campaigns, store visit conversions will also be added to the “View-through conversions” column in your campaign and ad group reports. To add the “View-through conversions” column to your reports:

  1. Sign in to your Google Ads account.
  2. Depending on the data you’d like to show in your report, click Campaigns or Ad groups in the left page menu.
  3. Click the columns icon A picture of the Google Ads columns iconabove the statistics table.
  4. Select Modify columns from the drop-down.
  5. Click the Conversions section, and check the box next to "View-through conv.".
  6. Click Apply. The “View-through conv.” column will now appear in your reports.

Segment your conversions data to show store visits

To show store visits at the campaign, ad group, and keyword level, you can also segment the “All conversions” and “View-through conversions” columns by the conversion source. Conversion source indicates where your customers completed the conversions you’re measuring. Before you begin, make sure you've already added the "All conversions" column to your reports.

  1. Sign in to your Google Ads account.
  2. Depending on the data you’d like to show in your report, click Campaigns, Ad groups, or Keywords in the left page menu.
  3. Click the segment icon Segment, then choose from the following options:
    • Select Conversions > Conversion source. Your conversions will be segmented by source, with store visit conversions appearing in the segment “Store visits.”
    • Select Conversions > Conversion action. Rows listing data by each conversion action will display. Find the conversion actions that you use to keep track of store visit conversions.

Create a report for your store visits

Follow the steps below to create a report that focuses on displaying your store visit conversions.

  1. Sign in to your Google Ads account.
  2. Click the reporting icon in the upper right corner of your account, then click Predefined reports (Dimensions) > Conversions > Store visit.

Learn more about how to create custom reports in Report Editor

Tips for understanding store visits reporting

Because we use modeling to report store visits, there are some nuances which make store visits different from online conversions.

  • Our model runs often, constantly updating to provide accurate reporting for your store visits. This means that you will find store visit values for recent days change as the model collects updated information.
  • Visits are attributed to ad clicks or ad impressions. This means that visits are reported by ad click or impression date, not the eventual visit date.
  • We always recommend that you look at the store visits data after the conversion window has passed, as the recent data within the conversion window can still change over time while more conversions continue to be recorded.
  • There is a standard reporting delay for store visits, which means that you may find 0 conversions for the past 5 days. Store visits are reported based on the day of the interaction, but it may take some time for the actual visits to occur and for the model to report your visits accurately.
  • Store visits in Google Analytics are calculated differently than store visits in Google Ads. Google Analytics measures based on website traffic and Google Ads measures based on ad interactions. Learn more about store visits in Google Analytics
  • If you have a Google Ads manager account, store visits can always be viewed at the manager or client account level. However, if conversion tracking is set up at the manager account level, store visits will be deduped across child accounts.
  • If conversion tracking is set up at the manager account level, the count of store visits at the manager account level should always be equal to the sum of store visits for all the client accounts that are tracking store visit conversions under the manager account.

Understand changes in your store visits reporting

If the store visits in your account change drastically or stop reporting completely for an extended period of time, there are 2 possible causes.

  • Changes in customer behavior: Customer behavior can change throughout the year. Changes like seasonality or current events may affect traffic to your store.
  • Changes in account setup: Changes in your Business Profile, location extensions, affiliate location extensions, conversion settings (for example, conversion window or conversion status), location targeting, and more can directly affect your store visit conversions. If you’re concerned that store visits have fluctuated, make sure the account setup for store visits is correct and hasn’t changed. Learn more about store visit conversions

Using the Diagnostics page for store visits

If you have questions regarding store visits reporting in your account, use the Diagnostics page to get the overall status of store 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 store visits reporting. The Diagnostics page will also show whether your account is currently optimized for bidding to store visits conversions.

How to access the Diagnostics page

  1. Sign in to 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 store visits conversion action name to open the “Store visits” page, then click Diagnostics.
Note: You need to have the store visits conversion action in your account to access the Diagnostics page. If you don’t have store visits in your account, learn more about store visits conversions and eligibility.

How to review the Diagnostics page

The Diagnostics page for store visits conversion action provides the following details to help advertisers better understand the current status of their store visits reporting:
  • Current status: Indicates the store 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. Store 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 Business Profile, as locations must be verified to report store 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 store 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 store location matching: Indicates whether the account’s locations match with at least 75% of locations across the other child accounts linked to the same Business Profile or the manager account. This is required for store 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 store visits (for example, to be used with Smart Bidding).
  • Include as account default goal: Indicates whether the advertiser is including their store visit conversion into ”Conversions” for use with Smart Bidding.
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