If your account is eligible for shop 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 shop visit conversions data.
In this article, we’ll help you to understand shop visit data in your reports. Learn About shop visit conversions
Shop visits reporting basics
Shop visit conversions can appear in different columns in your Google Ads reports. It’s important to set up the right columns for shop visits in your reports so that your conversions are displayed (as the columns aren’t included by default). Here are the columns that you can add for shop visits:
| Column | Definition |
|---|---|
| Shop visits | Shop visits is the number of visits to your physical shops after ad interactions, such as text ad clicks or video ad views. 'Shop visits' includes all shop visits, including those in your 'conversions'. |
| Cost / Shop visits |
Cost per shop visit (Cost / shop visits) shows the average cost of a shop visit to your business. It's your cost divided by your shop visits. This metric only includes ad interactions that could lead to shop visits. |
| Shop visit rate (Shop visits / Interactions) |
Shop visit rate shows how often on average an ad interaction leads to a shop visit. It's shop visits divided by the interactions with your ad. Ad interactions include clicks for text ads and views for video ads. This metric only includes interactions that could lead to shop visits. |
| Shop visit value | Shop visit value is the sum of shop visit values for your physical shop visits. |
| Shop visit value / cost |
Shop visit value per cost (Shop visit value / cost) measures your return on investment. It's the shop visit value divided by the total cost of all ad interactions. The cost in this metric excludes interactions that can't lead to shop visits, such as those that happen when you aren't using conversion tracking or through search partners. |
| Shop visit value / interactions |
Shop visit value per interaction (Shop visit value / interactions) is the average shop visit value of your ad interactions. It's your shop visit value divided by the number of interactions. This metric doesn't include interactions that couldn't lead to shop visits, such as those that happen when you aren't using conversion tracking or through search partners. |
| Shop visit value / shop visits | Shop visit value per shop visit (shop visit value / shop visit) is the average value of your shop visits. |
| View-through shop visits | View-through shop visits is the number of visits to your physical shops after users view but don't interact with your ad. |
- Some of the columns for shop visits are not compatible with YouTube or Video campaigns.
- These columns are only available in campaigns, ad group and keywords reports.
To include shop visit conversions in the 'Conversions' reporting column, set your shop visits goal as an account-default goal.
Differences between the 'Conversions' column and 'All conversions' column
Advanced instructions
You can customise your shop 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 shop visits with other conversion actions.
Show shop visits as part of 'All conversions'
To show shop visits together with other conversion actions, use the 'All conversions' and 'View-through conversions' columns.
Shop 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:
- In your Google Ads account, click the Campaigns icon
.
- Depending on the data that you’d like to show in your report, select the following:
- Click the Campaigns drop-down select Campaigns, Ad groups or Ads.
- For Product groups, click Ad groups and select Product groups.
- Click the Assets drop-down in the section menu and click Assets.
- Click the Audiences, keywords and content drop-down in the section menu, click Search keywords.
- Click the Campaigns drop-down select Campaigns, Ad groups or Ads.
- Click the columns icon
above the statistics table.
- Select Modify columns from the drop-down menu.
- Click the Conversions section, and tick the box next to 'All conv.'.
- Click Apply. The 'All conversions' column will now appear in your reports.
above the statistics table.If you have YouTube or Display Network campaigns, shop 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:
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop-down, and depending on the data that you’d like to show in your report, select Campaigns or Ad groups.
- Click the columns icon
- Select Modify columns from the drop-down menu.
- Click the Conversions section, and tick the box next to 'View-through conv.'.
- Click Apply. The 'View-through conv.' column will now appear in your reports.
Segment your conversions data to show shop visits
To show shop 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 that you've already added the 'All conversions' column to your reports.
- In your Google Ads account, click the Campaigns icon
- Depending on the data that you’d like to show in your report:
- Click the Campaigns drop-down, select Campaigns or Ad groups.
- Click the Audiences, keywords and content drop-down in the section menu, click Search keywords.
- Depending on the data that you’d like to show in your report, click Campaigns, Ad groups or Keywords in the left page
- Click the segment icon
, then choose from the following options:
- Select Conversions > Conversion source. Your conversions will be segmented by source, with shop visit conversions appearing in the segment 'Shop 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 shop visit conversions.
, then choose from the following options:
Create a report for your shop visits
Follow the steps below to create a report that focuses on displaying your shop visit conversions.
- In your Google Ads account, click the Campaigns icon
- Click the Insights and reports drop-down in the section menu.
- Click Report editor.
- Select Shop visit.
Learn more about how to create custom reports in Report Editor
Tips for understanding shop visits reporting
Because we use modelling to report shop visits, there are some nuances which make shop visits different from online conversions.
- Our model runs often, constantly updating to provide accurate reporting for your shop visits. This means that you will find shop 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 shop 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 shop visits, which means that you may find 0 conversions for the past five days. Shop 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.
- If you have a Google Ads manager account, shop visits can always be viewed at the manager or client account level. However, if conversion tracking is set up at the manager account level, shop visits will be deduped across client accounts.
- If conversion tracking is set up at the manager account level, the count of shop visits at the manager account level should always be equal to the sum of shop visits for all the client accounts that are tracking shop visit conversions under the manager account.
Learn more about Shop visits reporting FAQs.
Understand changes in your shop visits reporting
If the shop visits in your account change drastically or stop reporting completely for an extended period of time, there are two possible causes.
- Changes in customer behaviour: Customer behaviour can change throughout the year. Changes like seasonality or current events may affect traffic to your shop.
- Changes in account setup: Changes in your Business Profile, location assets, affiliate location assets, conversion settings (for example, conversion window or conversion status), location targeting and more can directly affect your shop visit conversions. If you’re concerned that shop visits have fluctuated, make sure the account setup for shop visits is correct and hasn’t changed.
Use this troubleshooter if you still have questions.
Using the 'Diagnostics' page for shop visits
If you have questions about shop visits reporting in your account, use the 'Diagnostics' page to get the overall status of shop visits reporting. On this page, you can view detailed information about specific issues in your account that can affect shop visits reporting.
How to access the 'Diagnostics' page
- In your Google Ads account, click the Goals icon
.
- To check the shop visits, scroll the 'Summary' page under 'Conversions'.
- 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.
- Locations: Indicates whether the account has locations linked (affiliate location assets or location assets).
- Campaigns running location assets: Indicates how many of the account’s campaigns are running location assets. Shop visits data is only reported for campaigns that are actively running location assets.
- Location verification: Indicates the percentage of the account’s locations which are verified in the Business Profile, as locations must be verified to report shop visits. If Location Assets or affiliate location assets 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.
- Conversion value: Indicates whether the account has added a custom conversion value for shop visits (for example, to be used with Smart Bidding).
