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.
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, 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 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
There are two ways to use store sales measurement:
- Upload store sales data to Google Ads: Upload hashed store sales data to your Google Ads account. There are multiple options for uploading the store sales data in Google Ads, such as one-time uploads, scheduled uploads, uploads through an API, or uploads through a Google Ads data partner. To learn more, see Upload your store sales data.
- Automatic store sales measurement: Some advertisers are able to receive store sales reporting automatically through our modeling algorithms. If you’re eligible, the reporting will be available automatically within your Google Ads account in the “All conversions” column in your campaign reports. Automatic reporting is only available to advertisers where we have sufficient data to meet our strict privacy and confidence thresholds.
Matching and attribution
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, and Video campaigns. To accurately report the transactions, our algorithm extrapolates for additional factors that may affect your results (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.
For retailers and restaurants, you can only upload store sales data through Google Ads. To be eligible for store sales measurement via uploads for retail stores and restaurants, you need to:
- Be a retail store or a restaurant with significant offline transactions
- Track your offline store sales data in a customer relationship management (CRM) system
- Have a loyalty program or other ways to collect customer information associated with offline transactions
- Upload transaction data every day (or at a minimum, every week)
- Have over 500,000 clicks from search or shopping results over the last 90 days (from the date of upload), or have over 750,000 clicks or views from a video ad over the last 90 days (from the date of upload)
- Currently receive store visit reporting
- Have at least 6,000 transactions per month linked to customer information (for example, email addresses, phone numbers, or home address information collected at the point of sale)
- Comply with Google Ads customer data policies
If you meet the criteria for store sales measurement, reach out to your Google sales representative.
Store sales measurement is available in both Google Ads and Search Ads 360. You can use store sales measurement for Search, Shopping, 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.