See shop visit conversions

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 make shop visit conversions visible.

In this article, we’ll show you how to see and understand your shop visit data when viewing your reports. Learn more 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 you can view your conversions (as the columns aren’t included by default). Here are the columns that you can add for shop visits:

  • 'Shop visits'
  • 'Cost/shop visit'
  • 'Shop visit rate (Shop visits/interactions)'
  • 'Shop visit value'
  • 'Shop visit value/cost'
  • 'Shop visit value/interactions'
  • 'Shop visit value/Shop visits'
  • 'View-through shop visits'

Note:
  • Some of these columns for shop visits aren't 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, shop 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 customise the data that you see in your reports and to control how you bid for conversions.
Including shop visits in the 'Conversions' column will also include them in your Smart Bidding strategies for Search and Shopping campaigns.

To include shop visit conversions in the 'Conversions' reporting column, select 'Include in ‘Conversions’' in Google Ads. 

Differences between shop visits and view-through shop visits

Depending on the network and types of campaigns that you’re running, there are two types of shop visits that you could see in your Google Ads account: click-driven and view-driven. Click-driven shop visits are tracked under the 'Shop Visits' column, while view-driven shop visits (shop visits driven by viewable impressions) are tracked under the 'View-Through Shop Visits' column. If your account reports view-through shop visits, they won’t be included in the 'All Conversions' column by default. Instead, you’ll see view-through shop visits included in the 'View-through conversions' column.
Shop 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 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.

View shop visits as part of 'All conversions'

To view shop visits together along 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:

  1. Sign in to your Google Ads account.
  2. Depending on the data that 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 menu.
  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 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:

  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 left page menu.
  3. Click the columns icon Columnsabove the statistics table.
  4. Select Modify columns from the drop-down menu.
  5. Click the Conversions section, and tick 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 shop visits

To view 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 that you’re measuring. 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, 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'. 
    • 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.

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 in to your Google Ads account.
  2. Click the reporting icon in the top right-hand corner of your account, then click Predefined reports (Dimensions) > Conversions > Shop visit.

Learn more about creating reports in the 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'll see 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 see 0 conversions for the past 2–3 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. 
  • Shop visits in Google Analytics are calculated differently from shop visits in Google Ads. Google Analytics measures based on website traffic and Google Ads measures based on ad interactions. Learn more about shop visits in Google Analytics
  • 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 child 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.

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 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 shop visit conversions. If you’re concerned that shop visits have fluctuated, make sure that the account setup (see here) for shop visits is correct and hasn’t changed. 
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