See shop 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 shop 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 shop visit data when viewing your reports.

This article goes straight into the instructions. To get an overview of shop visit conversions first, see About shop visit conversions.

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

Instructions

By default, store visits are reported under the “All Conversions” column. To include store visits conversion in the “Conversion” reporting column, you’ll need to do so manually by selecting the “Include in ‘Conversions’” setting.

Including store visits in the “Conversions” column will also include them your Smart Bidding strategies for Search and Shopping campaigns.

How to view conversions data in your statistics table

Shop 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 into 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 tick 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 into 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 select 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 shop 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 that you've already added the 'All conversions' column to your reports.

  1. Sign into 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 be segmented by source, with shop visit conversions appearing in the segment 'Shop visits'. Conversion source indicates where your customers completed the conversions that 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 shop 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 shop visit data in a separate column

Predefined custom columns

Predefined custom columns (PCCs) are formula-based columns made available in the column chooser to advertisers. With PCCs, advertisers are able to choose these columns as input to further customise columns.

Note: This is only available in campaigns, ad group and keywords reports.

Example PCCs

Shop visits
Cost / store visit
Store visit rate (Store visits / interactions)
Store visit value
Shop visit value / cost
Store visit value/interactions
Store visit value / Store visits
View through store visits

Custom columns

To view store visits in a separate column without segmenting your campaigns or ad groups, you can add a custom column by following the instructions below. You can do this if predefined custom columns (PCCs) are not available for you (in reports other than Campaigns, Ad Groups or Keywords, or if you are looking at a YouTube campaign)

  1. Sign into your Google Ads account.

  2. Depending on the data that you’d like to view, click Campaigns or Ad groups in the page menu on the left.

  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:

    • Enter a column name (example: “Store Visits”). This name will be displayed in the header.

    • Enter a column description. The description that you enter will be displayed whenever you hover over the column name.

    • Click + Metric, then select Conversions > All conv.

    • 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 shop visit column, then click Apply to view it in the statistics table.

To view shop 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 that you've already added the 'All conversions' column to your reports.

  1. Sign in to your Google Ads account.
  2. Depending on the data that you’d like to view, click Campaigns or Ad groups in the page menu on the left.
  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 that 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 shop visit conversions, click Conversions > Conversion source, then select Shop visits.
    • To view the number of shop 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 shop visit column, then click Apply to view it in the statistics table.

How to create a report for your shop visits

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

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

Learn more about creating reports in the Report Editor.

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