The store sales measurement feature in Google Ads is an online-to-offline ads measurement solution that quantifies digital ad impact on offline purchases. It uses a comprehensive array of data sources, such as ad interactions, store visits, Google Opinion Rewards (GOR) surveys, first-party transaction data (optional), data from third-party partnerships (US only), and user-shared receipts through GOR (select markets) to estimate in-store transaction count and value driven by Google Ads. Powered by AI and machine learning, it ensures data integrity and privacy, reporting only the aggregated and privacy-centric offline conversion data.
Store sales measurement offers you the opportunity to:
- Unlock the omnichannel potential of your digital advertising strategy: Use store sales data to uncover hidden synergies between your digital advertising efforts and offline sales performance. By analyzing the impact of each touchpoint across the customer journey, you can identify areas for optimization and maximize the return on your advertising investments. This comprehensive approach empowers you to make data-driven decisions that drive sustained growth and profitability for your business.
- Include store sales conversions into your Smart Bidding strategies: Store sales measurement unlocks the opportunity to include store sales conversion counts and values into Smart Bidding strategies and optimize towards both online and offline conversions.
- Upload your own first-party store sales data to enhance store sales dynamic value reporting: Add custom variables to access more granular reporting.
- Build Customer Match lists based on first-party store sales data: Use your first-party store sales data to create Customer Match lists based on segments of existing customers to optimize bids or deliver tailored messages at the relevant moment. Learn more about Using store sales data with Customer Match.
Store sales measurement overview
Store sales measurement provides store sales counts and store sales values reporting, with values reporting offering a few different options. You can use store sales measurement if you meet the eligibility criteria. Learn more About store sales availability and eligibility.
- Store sales counts (number of store sales conversions): Store sales counts automatically report the estimated number of in-store sales transaction counts impacted by ad interactions. Counts reporting leverages a comprehensive set of data signals, which include:
- Google's aggregated store visits data. Learn more About store visit conversions.
- Survey data from Google Opinion Rewards. Over 10 million engaged users voluntarily share valuable insights into their store visits.
- Ad event data (such as type of ad or time of ad engagement).
- Time spent in the store.
- Store sales values (value of store sales): Store sales values report the estimated in-store revenue impacted by ad interactions. The 2 models that drive this insightful values reporting are listed below:
- Default value reporting: Assign a static average order value to your automated store sales transaction counts within your Google Ads account. This value is available to all eligible store sales counts advertisers and provides a basic estimate of in-store sales revenue. However, it may not reflect dynamic fluctuations.
- Dynamic values reporting: Store sales dynamic values reporting is of 2 different types, manual and automated. Both models leverage ad event data, such as type of ad or time of ad engagement, and store sales signals.
Dynamic store sales value model types
Store sales dynamic value reporting is available through the following 2 options:
- Manual dynamic values: Leverage your hashed in-store transaction data to power dynamic values with greater accuracy. Our system models average the store sales values based on your uploaded, consented first-party data, ensuring optimal matching and attribution. This feature is available to all eligible store sales counts advertisers. Learn more about the different upload methods available.
- Automated dynamic values: Access store sales dynamic values reporting through Google’s automated dynamic value solution, eliminating the need for manual data uploads or default value setup. This data-driven measurement solution leverages data from third-party partnerships (US only) or user-shared receipts through the Google Opinion Reward app. Automated dynamic values reporting is subject to availability and eligibility. Check with your Google Account Manager if you’re eligible.
