About shop 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 shop sales measurement for your business.

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

Benefits

Apart from helping you draw actionable insights for your offline business, shop sales measurement offers some valuable features to help you maximise 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. Shop 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 optimise bids or deliver a tailored message at the moment of relevance. To learn more about this feature, visit Using shop sales data with Customer Match.
  • Smart Bidding for shop sales integration (coming soon): This feature will allow you to use Smart Bidding with shop sales conversions (for example, to optimise for shop sales conversions or value reported for your Search and Shopping campaigns). If you’re interested in optimising for shop 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 shop 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 programme or an electronic receipt, you can then link the transaction to the customer.

After you set up shop 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 shop sales, we use factors such as:

  • Google’s aggregated shop 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 anonymised data from third parties (US only)

Google only reports aggregated and anonymised shop sales. Shop 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 shop sales measurement

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

  • Shop sales counts (number of sales) reporting is automatic. Advertisers are able to receive counts through our modelling algorithms. Shop sales counts reporting will be available in the 'All 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 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 shop 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, visit Upload your shop sales data.
      • If eligible uploads stop happening, our system will stop providing dynamic shop 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 shop sales counts and dynamic shop 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, 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 (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, anonymised 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 shop sales counts measurement for retail shops and restaurants, you need to:

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

To be eligible for shop sales values measurement via uploads for retail shops 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 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 (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-store data, reach out to your Google Ads representative.
  • Conversions from shop sales will be added to the 'All conversions' column.

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

Shop 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 shop 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 shop sales values based on in-store transactions after a period of time. Values will be based on the current default value for the shop sales conversion action until eligible uploads resume. We recommend advertisers update the default value to align with their average order value.

Using the Diagnostics page for shop sales

If you have questions regarding shop sales conversion reporting in your account, use the Diagnostics page to get the overall status of shop sales conversion reporting by channel (network and interaction type). Here you can find more detailed information, such as specific issues in your account that may be affecting shop sales conversion reporting. The Diagnostics page will also show whether your account is currently optimised for bidding to shop sales conversions.

How to access the Diagnostics page

  1. Sign in to your Google Ads account.
  2. Click the tool icon Google Ads | tools [Icon] in the navigation menu.
  3. Click Measurement, then select Conversions to open the 'Conversion actions' tab.
  4. Click on the active shop sales conversion action name to open the 'Shop sales' page, then click Diagnostics.
Note: Your account needs to have the shop sales conversion action to access the Diagnostic page. You also need to have at least one active campaign for Search, Shopping, YouTube or Display to identify any diagnostic details for the relevant network.

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 provides the following details to help advertisers better understand the current status of their shop sales reporting:

  • Current status: Indicates the shop sales reporting status for each channel (for example: Search, Video, Display) and interaction type to clarify which channels are reporting as of the last update.
  • Transaction upload status: Indicates whether the account has uploaded transaction data that falls within the most recent period of 14 days, 14-30 days or over 30 days.
    • This section only shows for advertisers who are eligible to upload in-store transaction data to their account.
    • Advertisers who are uploading in-store data should make sure to upload consistently and include recent transaction data that falls within the last 30 days (within the last 14 days 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.
  • Conversion count data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds and report shop sales counts.
  • Conversion value data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds and report shop sales values.
  • Include as account default goal: Indicates whether the advertiser is including their shop 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 (clicks only) and Video campaigns.

With shop sales measurement, you can find conversion counts and values attributed to your in-store 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 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 that 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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