See store visit conversions

If you want to focus on visits to your business’s physical locations that were influenced by an ad click or viewable impression (also known as store visit conversions), there are several ways to make this information more visible in your reports.

In this article, we’ll show you how to see your store visit data when viewing your reports.

This article jumps right to the instructions. To get an overview of store visit conversions first, see About store visit conversions.

Note: Store visits attributed to viewable impressions are only available for Display Network campaigns or ads which serve on the Google Display Network.

Instructions

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How to view conversions data in your statistics table

Store visit conversions will be added to the "All conversions" column in your campaign, ad group, keyword, and product group (for Shopping ads) reports. If you haven't already, you'll need to add this column to your reports:

  1. Sign in to your Google Ads account.
  2. Depending on the data you’d like to view, click Campaigns, Ad groups, Ads & extensionsKeywords, or Product groups in the left page menu.
  3. Click the columns icon Columns 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 a Display Network campaign, store visit conversions will also be added to the “View-through conversions” column in your campaign and ad group reports. If you haven't already, you'll need to add this column to your reports:

  1. Sign in to your Google Ads account.
  2. Depending on the data you’d like to view, click Campaigns or Ad groups in the left page menu.
  3. Click the columns icon Columnsabove 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.

How to segment your conversions data to see store visits

Store visits are available at the campaign, ad group, and keyword level and can be segmented by device. To see your store visits separately from the rest of your other conversions, such as website actions or calls, follow the instructions below to segment your columns. 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 view, 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 segmented by source, with store visit conversions appearing in the segment “Store visits.” Conversion source indicates where your customers completed the conversions you’re tracking.
    • Select Conversions >  Conversion action. You’ll see rows listing data by each conversion action. Find the conversion actions that you use to keep track of store visit conversions.

Note: You cannot segment your data at the product group level within Google Ads. You can, however, segment product groups by conversion source and conversion action when downloading a report.

How to view store visit data in a separate column

To view store visits in a separate column without segmenting your campaigns or ad groups, you can also add a custom column by following the instructions below. 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 view, click Campaigns or Ad groups in the left page menu.
  3. Click the columns icon Columns above the statistics table.
  4. Select Modify columns from the drop-down.
  5. Click the Custom columns section, then click New column.
  6. Provide more details about your column:
    1. Enter a column name (example: “Store Visits”). This name will be displayed in the header. 
    2. Enter a column description. The description you enter will be displayed whenever you hover over the column name.
    3. Click + Metric, then select Conversions > All conv.
    4. To also include view-through conversions data, click + so that your metrics will be added together, then click + Metric and select Conversions > View-through conv.
      Note: This option is only available to users who have a Display Network campaign.
  7. In the “Segment” section on the right:
    • To view the total number of store visit conversions, click Conversions > Conversion source, then select Store visits
    • To view the number of store visit conversions from a particular conversion action, click Conversions > Conversion action, then select the conversion action.
  8. Click Save. You’ll be taken back to the “Modify columns” page. 
  9. Select your new store visit column, then click Apply to view it in the statistics table.

How to 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 Reports.
  3. Click the plus button , then click Table.
  4. Create your table columns. Drag the following tiles from the left sidebar into the middle of the page until the blue “Columns” area appears:
    • All conv.
    • All conv. rate
    • View-through conv.
    • Cost / all conv.

    Tip

    To find a tile quickly, enter the tile name in the search box at the top of the left sidebar.
  5. Create your table rows. Drag the following tiles from the left sidebar into the middle of the page until the blue “Rows” area appears:
    • Conversion source - You can filter this row to only show store visits.
    • Network (with search partners) - You can select all options except for “Search Partners,” since store visits are not available for this network.
    • Device - You can filter this row to only show conversions from a particular device (examples: desktop, mobile).

    Learn how to apply filters to your reports.

  6. Add any other tiles that you’d like to include in your report.
  7. Click the pencil icon Edit in the upper left corner of your report to name your report.
  8. Click Save.

Learn more about creating reports in the Report Editor.

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