About store sales measurement (for retailers and restaurants)

If you have a business type other than a retailer or a restaurant, refer to the article here on how you can use store sales measurement for your business.

If you're a retailer or a restaurant, Google Ads offers enhanced store sales measurement and reporting. This data allows you to measure and optimize for the full value of your online ads.

Benefits

Apart from helping you draw actionable insights for your offline business, store sales measurement offers some valuable features to help you maximize your online-to-offline marketing strategy.

  • Business insights: Understand the full value of your online ads. The customer research and shopping path is complex and often includes many online touchpoints before purchasing in-store. Store sales helps you calculate the true ROAS of your Search, Shopping, Display, and YouTube campaigns. You can gain insight and inform your business strategy by segmenting data by device, campaign, ad group, or keyword.
  • Customer lists integration: This feature allows you to create rule-based Customer Match lists using your uploaded and hashed in-store transactions data. It helps you create Customer Match lists based on custom segments of your existing customers and optimize bids or deliver a tailored message at the moment of relevance. To learn more about this feature, see Using store sales data with Customer Match.
  • Smart Bidding for store sales integration (coming soon): This feature will allow you to use Smart Bidding with store sales conversions (for example, to optimize for store sales conversions or value reported for your Search and Shopping campaigns). If you’re interested in optimizing for store sales with Smart Bidding, contact your Google Account team for next steps.

How it works

A customer is signed into their Google account and clicks on your ad. The customer then visits your store to purchase an item. Based on the information they’ve provided to you (such as an email address or a phone number), either through a loyalty program or an electronic receipt, you can then link the transaction to the customer. 

After you set up store sales measurement in your Google Ads account, you can upload the transaction data to Google Ads. Google matches the transaction data to your ads. When a strict privacy and confidence threshold is reached, Google Ads reporting shows the total number of conversions influenced by your ads. To report store sales, we use factors such as:

  • Google’s aggregated store visits data
  • Survey data from a panel of about 5 million customers that have volunteered to participate
  • Transaction data uploaded by the advertiser or aggregated and anonymized data from third parties (US only)

Google only reports aggregated and anonymized store sales. Store sales reporting can’t be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.

Ways to use store sales measurement 

For retail or restaurant advertisers who meet the store sales measurement eligibility criteria:

  • Store sales counts (number of sales) reporting is automatic. Advertisers are able to receive counts through our modeling algorithms. Store sales counts reporting will be available in the “All Conversions” column, or via any available predefined or custom columns which focus on store sales, within the campaign reports of your Google Ads account.
  • Store sales values (value of sales) reporting is also available to advertisers through one of the following options:
    • Advertisers may specify an average default value within their Google Ads account which will be used to provide store sales value reporting. We recommend that advertisers update the default value to reflect their average order value.
    • Advertisers may choose to upload hashed in-store transaction data which will allow our system to model values dynamically. This is the recommended option for advertisers who meet some additional requirements. To learn more, see Upload your store sales data.
      • If eligible uploads stop happening, our system will stop providing dynamic store sales values based on in-store transactions after a period of time and will shift to providing values based on the advertiser-provided default value until eligible uploads resume.
    • Some advertisers are able to receive both store sales counts and dynamic store sales values automatically without providing a default value or uploading hashed in-store data. This option isn’t available for all customers.

Matching and attribution

For advertisers who upload their in-store transaction data, store sales measurement and reporting has two key stages: matching and attribution.

  • In the matching stage, your store sales transaction data is matched with signed-in Google users based on match key types (which 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, and Video 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, anonymized results in your Google Ads account. We will only report on this data when strict attribution confidence thresholds are reached. 

Eligibility

To be eligible for store sales counts measurement for retail stores and restaurants, you need to:

  • Be a retail store or a restaurant with significant offline in-store transactions
  • Currently receive store visit reporting and have approximately 300,000 store visits in the last 90 days
  • Have sufficient survey data to meet relevant privacy thresholds

To be eligible for store sales values measurement via uploads for retail stores and restaurants, you must meet the criteria above and:

  • Upload daily (this is ideal), or upload weekly at a minimum
  • Provide 6,000 transactions minimum per month
  • Have over 500,000 clicks from search or shopping results over the last 90 days, or have over 750,000 clicks or views from a video or display (clicks only) ad over the last 90 days
  • Comply with Google Ads customer data policies

If you meet the criteria for store sales measurement:

  • A new conversion action called "Store sales" will be created for you in your Google Ads account.
  • Your account will automatically begin reporting store sales counts (number of sales), and reporting for total sales value will be based on the default average order value set in the store 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-store data, reach out to your Google Ads representative.
  • Conversions from store sales will be added to the "All conversions" column.

If you don't see store sales data in your account and believe that you qualify, contact your Google Ads representative.

Store sales conversion reporting is available on the Search, Shopping, Display, and YouTube networks. The above requirements apply to all networks, but eligibility is separate per network. Some accounts which have multiple campaign types across networks could be eligible to report store sales for certain network(s) and not others.
 
For advertisers who upload eligible in-store transaction data, if eligible uploads stop happening, our system will stop providing store sales values based on in-store transactions after a period of time. Values will be based on the current default value for the store sales conversion action until eligible uploads resume. We recommend advertisers update the default value to align with their average order value. 

Reporting

Store sales measurement is available in both Google Ads and Search Ads 360. You can use store sales measurement for Search, Shopping, Display (clicks only), and Video campaigns.

With store sales measurement, you can see conversion counts and values attributed to your in-store sales. Store 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 store sales data. 

For instructions on how to see your store sales conversions, see View your store sales conversions.

Store sales ISO 27001 certification

The International Organization for Standardization (ISO) is an independent, non-governmental international organization with an international membership of 163 national standards bodies. The ISO/IEC 27000 family of standards helps organizations 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.

Store sales is ISO/IEC 27001 compliant. The 27001 standard does not 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.

Learn more about ISO 27001.

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