See store visit conversions

If your account is eligible for store visit conversions and you are interested in measuring how Google ads interactions impact visits to your business’s physical locations, you can set up your reports to make store visit conversions visible.

In this article, we’ll show you how to see and understand your store visit data when viewing 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 these 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 columns to your Google Ads reports.

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 you see in your reports and to control how you bid for conversions.
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 two types of store visits you could see 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, you’ll see view-through store visits included in the “View-through conversions” column.
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, Local, 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.

View store visits as part of “All conversions”

To view store visits together along 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 view, click Campaigns, Ad groups, Ads & extensions, Keywords, 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 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 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.

Segment your conversions data to see store visits

To view 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 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.” 
    • 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.

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 creating reports in the 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 see 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 see 0 conversions for the past 2-3 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 two 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 Google My Business account, 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 (see here) for store visits is correct and hasn’t changed. 
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