Google Ads offers enhanced shop sales measurement and reporting data to better optimise your online ads if your business classifies as one of the following:
- Automotive OEM (Original Equipment Manufacturer) or Automotive Regional Dealer – select markets
- Restaurant
- Retailer
On this page
- Discover how to use shop sales
- Learn how shop sales works
- Understand account eligibility
- Learn about the 'Diagnostics' page for shop sales reporting
- Learn about reporting
- Review the shop sales ISO 27001 certification
How to use shop sales
Apart from helping you draw actionable insights for your offline business, shop sales measurement offers the following valuable features to help you maximise your online to offline marketing strategy.
| Business insights reporting: This feature helps you understand the full value of your online ads. The customer research and shopping path is complex and often includes many online touch points before purchasing in-shop. Shop sales helps you calculate the true ROAS of your Search, Shopping, Display, Video and Performance Max campaigns. You can gain insights and inform your business strategy by segmenting data by device, campaign, ad group or keyword. |
| Customer lists integration (retail and restaurants only): This feature allows you to create rule-based Customer Match lists using your uploaded and hashed in-shop transactions data. It helps you create Customer Match lists based on segments of your existing customers to optimise bids or deliver a tailored message at the moment of relevance. |
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Smart Bidding for shop sales integration: This feature allows you to use Smart Bidding with shop sales conversions, for example, to optimise for shop sales conversions or value reported for your supported campaigns. Note: This feature is in beta for automotive OEM/regional dealer groups. If you’re interested, reach out to your sales representative to enquire about participating. |
How it works
Using the power of machine learning, shop sales is an ad measurement product that consists of two models to generate reporting. The first model predicts the number of sales that were influenced by an ad interaction known as 'Shop sales counts', and the second model predicts the value of those conversions known as 'Shop sales values'. The modelling is based on data signals from throughout the customer journey, from the time Google users interact with your ad to when they make an in-shop purchase.
For Retail and restaurants:
To model shop sales counts, we use factors such as:
- Google’s aggregated shop visits data
- Survey data from Google Opinion Rewards programme which consists of a panel of over 10 million customers who have volunteered to answer questions about their shop visit
To model shop sales values, we use factors such as:
- Shop sales transaction data uploaded by the advertiser
- Aggregated and anonymised data from third party partnerships (US only)
- Receipts data from the Google Opinion Rewards programme (in select markets only). Google Opinion Rewards users voluntarily share receipts data, and Google uses its parsing technology to extract key fields from the uploaded receipts to model dynamic shop sales values.
For Automotive OEMs and regional dealer groups:
To model shop sales counts, we use the following signals:
- Similar to retail and restaurants, we use aggregated shop visits data and survey data about a customer’s dealership visit. The difference is that the surveys are specifically tailored to ask about the customer’s dealership visit and the type of transaction that occurred, for example, new car purchase or service visit.
To model shop sales values, we use the following signals:
- Automotive OEM/regional dealer groups uploaded sales transaction data
Note:
- Shop sales for Automotive is currently available for the following countries:
- Mexico
- Japan
- Turkey
- Germany
- Great Britain
- Italy
- Brazil
- Canada
- Spain
- Australia
- France
- United States
- Shop sales for Automotive only supports new car sales measurement at this time. Any used car campaigns will not receive shop sales reporting
Types of shop sales measurement available
Advertisers who meet the requirements for shop sales measurement may receive reporting based on the following model types. Available model types can vary based on shop type:
- Shop sales counts (number of sales) reporting is automatic. Shop sales counts reporting is available in the 'All Conversions' column, the 'View-through conversions' column or via any available predefined or custom columns which focus on shop sales, within the campaign reports of your Google Ads account.
- Shop sales values (value of sales) reporting is available to advertisers through one of the following options:
- Default Value: If receiving shop sales counts reporting, you may assign a default value within your Google Ads account which will be used to provide shop sales value reporting. We recommend that you update the default value to reflect your average order value in store.
- Upload (Dynamic): You may choose to upload hashed in-shop transaction data which will allow our system to model values dynamically. Learn more about how to Upload your shop sales data.
- If eligible uploads stop happening, our system will stop providing dynamic shop sales values based on in-shop transactions after some time and will shift to providing values based on the advertiser-provided default value until eligible uploads resume.
- Automated (Dynamic, US Only): some advertisers in the US are able to receive both shop sales counts and dynamic shop sales values automatically based on Google's third-party partnerships without providing a default value or uploading hashed in-shop data.
- This option isn’t available for all advertisers. Check eligibility with your Google Account Manager.
- Receipts (Dynamic, Non-US): Some advertisers outside the US can receive receipts-based automated values if they receive a sufficient volume of consumer receipts data that users voluntarily share with Google through Google Opinion Rewards.
- Receipt data isn't shared with advertisers.
- With Google's parsing technology, we're able to extract key fields from the uploaded receipts and then use them to model sales values.
- This option isn't available for all advertisers. Check your eligibility with your Google Account manager.
Retail, restaurant and automotive OEM/regional dealer shop types may receive measurement reporting that uses the following model types.
| Retail | Restaurants | Automotive | |
|---|---|---|---|
| Shop sales counts | |||
| Default value | |||
| Automated (Dynamic, US only) | |||
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Receipts (Dynamic) |
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Shop sales (uploads) (Dynamic) |
Matching and attribution
If you upload your in-shop transaction data, shop sales measurement and reporting has two key stages: matching and attribution.
| In the matching stage, your shop sales transaction data is matched with signed-in Google users based on match key types. Match key types can include a combination of emails, phone numbers or customer names and addresses. Before the data can be processed, a minimum threshold of matches must be met. |
| In the attribution stage, your matched transactions are attributed to clicks on your ads from your Search, Shopping, Display Video and Performance Max campaigns. To accurately report the transactions, our algorithm models to represent the broader population of your consumers (for example, people who are signed out of their Google Account), then uses that to give you aggregated results in your Google Ads account. We'll only report on this data when strict attribution confidence thresholds are reached. |
Account eligibility
To be eligible for shop sales counts measurement for retail shops, restaurants and automotive OEMs/regional dealer groups, you need to:
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To be eligible for dynamic shop sales values measurement via uploads for retail shops, restaurants and automotive OEMs/regional dealer groups, you must meet the criteria above and:
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If you meet the criteria for shop sales measurement:
- A new conversion action called 'Shop sales' will be created for you in your Google Ads account.
- Your account will automatically begin reporting shop sales counts or number of sales, and reporting for total sales value will be based on the default average order value set in the shop sales conversion action settings.
- We recommend updating the default value to align with your average order value.
- If you meet the additional upload criteria and are interested in uploading your hashed in-shop data, reach out to your Google Ads representative.
- Conversions from shop sales will be added to the 'All conversions' and 'View-through conversions' columns.
- Add the predefined custom column to view the shop sales data in the UI. Available at campaign and ad group level, but not on account level.
If you don't find shop sales data in your account and believe that you qualify, contact your Google Ads representative.
Shop sales measurement reporting is available on the Search, Shopping, Display, Video and Performance Max campaigns.
If you're uploading in-shop transaction data and there are no eligible transactions within the last 30 days, the system will use the conversion action default value to report shop sales conversion value. We recommend that you update the default value to align with your average order value.
Using the 'Diagnostics' page for shop sales
If you have questions about shop sales reporting in your account, use the 'Diagnostics' page to get the overall status of shop sales reporting. On this page, you can view detailed information about specific issues in your account that can affect shop sales reporting. The 'Diagnostics' page will also show if your account is currently optimised for bidding to shop visits conversions.
How to access the 'Diagnostics' page
- In your Google Ads account, click the Goals icon
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- Click the Conversions drop-down in the section menu.
- Click Summary.
- Click the 'Shop sales' conversion action.
- On the conversion action page, click Shop Diagnostics.
If you don’t have the shop sales conversion action in your account, find out if you’re eligible.
How to review the 'Diagnostics' page
The 'Diagnostics' page for shop sales conversion action, only available for shop sales for retailers and restaurants, provides the following details to help you better understand the current status of their shop sales reporting:
- Current status: indicates the shop sales reporting status.
- This section also mentions the shop sales variant used to provide conversion reporting:
- Shop sales with default value: Provides automatic shop sales conversion counts as long as relevant thresholds are maintained. Also provides conversion value based on the advertiser-set default value.
- Shop sales with uploaded dynamic values: Provides automatic shop sales conversion counts as long as relevant thresholds are maintained. Also provides conversion value based on in-store transaction uploads. Will switch to default value if recent data through uploads isn’t maintained.
- Shop sales with automatic dynamic values: Provides automatic shop sales conversion counts and conversion value as long as relevant thresholds are maintained.
- Shop sales with automatic dynamic values also provides conversion value based on Google’s data partnerships.
- If your account is currently reporting shop sales conversion value based on the conversion action default value, this section will also display the current default value.
- This section also mentions the shop sales variant used to provide conversion reporting:
- Transaction upload status: indicates whether the account has uploaded transaction data that falls within the most recent 30 days.
- This section only shows if you're allowlisted to upload in-shop transaction data to your account. If you’d like to begin uploading, please contact your Google Ads representative.
- When uploading in-shop data, make sure that you upload consistently and include recent transaction data that falls within the last 30 days (within the last 14 days is recommended). If there’s no eligible transaction data within the last 30 days, the system will use the conversion action default value to report shop sales conversion value.
- If your recent in-store transaction data is between 14 and 30 days old, this section will let you know the number of days before your account switches to providing conversion value based on your default action value.
- Conversion count data thresholds: indicates whether the account has enough data to meet the privacy and reporting thresholds to report sales conversion counts. If the account doesn't pass thresholds, no shop sales reporting will be available.
- Conversion value data thresholds: indicates whether the account has enough data to meet the privacy and reporting thresholds and report shop sales values. If the account doesn’t pass thresholds, the system will use the conversion action default value.
- Include as account default goal: indicates whether you're including your store sales conversion into 'Conversions' for use with Smart Bidding.
Reporting
Shop sales measurement is available in both Google Ads and Search Ads 360. You can use shop sales measurement for Search, Shopping, Display, Video and Performance Max campaigns.
With shop sales measurement, you can find conversion counts and values attributed to your in-shop sales. Shop sales reporting is available at the campaign, ad group and keyword level and can be segmented by device in Google Ads and Search Ads 360. You can also create custom columns in your reporting to better understand your shop sales data.
For instructions on how to find your shop sales conversions, visit View your shop sales conversions.
Shop sales (uploads) ISO 27001 certification
The International Organization for Standardization (ISO) is an independent, non-governmental international organisation with an international membership of 163 national standards bodies. The ISO/IEC 27000 family of standards helps organisations keep their information assets secure.
ISO/IEC 27001 outlines and provides the requirements for an information security management system (ISMS), specifies a set of best practices and details the security controls that can help manage information risks.
Shop sales is ISO/IEC 27001 compliant. The 27001 standard doesn't mandate specific information security controls, but the framework and checklist of controls it lays out allow Google to ensure a comprehensive and continually improving model for security management.
