About store sales measurement (for retailers, restaurants, and automotive OEMs/regional dealer groups)

If you have a business other than a retailer, restaurant, or automotive OEM, review how you can use store sales measurement for your business.

Google Ads offers enhanced store sales measurement and reporting data to better optimize 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


How to use store sales

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

Illustration showing business insight across different mediums.
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 touchpoints before purchasing in-store. Store 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.
Illustration demonstrating how to integrate customer lists.
Customer lists integration (retail and restaurants only): 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 segments of your existing customers to optimize bids or deliver a tailored message at the moment of relevance.
Illustration demonstrating smart bidding based on criteria being met.

Smart Bidding for store sales integration: This feature allows you to use Smart Bidding with store sales conversions, for example, to optimize for store 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 inquire about participating.

How it works

Using the power of machine learning, Store Sales is an ad measurement product that consists of 2 models to generate reporting. The first model predicts the number of sales that were influenced by an ad interaction known as “Store sales counts”, and the second model predicts the value of those conversions known as “Store sales values”. The modeling 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-store purchase.

For Retail & Restaurants:

To model store sales counts, we use factors such as:

  • Google’s aggregated store visits data
  • Survey data from Google Opinion Rewards program which consists of a panel of over 10 million customers who have volunteered to answer questions about their store visit

To model store sales values, we use factors such as:

  • Store sales transaction data uploaded by the advertiser
  • Aggregated and anonymized data from third party partnerships (US only)
  • Receipts data from the Google Opinion Rewards program (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 store sales values.

For Automotive OEMs and regional dealer groups:

To model store sales counts, we use the following signals:

  • Similar to retail and restaurants, we use aggregated store 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 store sales values, we use the following signals:

  • Automotive OEM/regional dealer groups uploaded sales transaction data

Note:

  • Store sales for Automotive is currently available for the following countries:
    • Mexico
    • Japan
    • India
    • Turkey
    • Germany
    • Great Britain
    • Italy
    • Brazil
    • Canada
    • Spain
    • Australia
    • France
    • United States
  • Store sales for Automotive only supports new car sales measurement at this time. Any used car campaigns will not receive store sales reporting

Types of store sales measurement available

Advertisers who meet the requirements for store sales measurement may receive reporting based on the following model types. Available model types can vary based on store type:

  • Store sales counts (number of sales) reporting is automatic. Store 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 store sales, within the campaign reports of your Google Ads account.
  • Store sales values (value of sales) reporting is available to advertisers through one of the following options:
    • Default Value: If receiving store sales counts reporting, you may assign a default value within your Google Ads account which will be used to provide store 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-store transaction data which will allow our system to model values dynamically. Learn more about how to 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 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 store sales counts and dynamic store sales values automatically based on Google's third-party partnerships without providing a default value or uploading hashed in-store 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 store types may receive measurement reporting that uses the following model types.

  Retail Restaurants Automotive
Store sales counts yes, confirmed yes, confirmed yes, confirmed
Default value yes, confirmed yes, confirmed yes, confirmed
Automated (Dynamic, US only) yes, confirmed yes, confirmed red x mark

Receipts (Dynamic)

yes, confirmed yes, confirmed red x mark

Store sales (uploads) (Dynamic)

yes, confirmed yes, confirmed yes, confirmed

Matching and attribution

If you upload your in-store transaction data, store sales measurement and reporting has 2 key stages: matching and attribution.

Illustration demonstrating customer matching across different touchpoints.
In the matching stage, your store 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.
Illustration demonstrating attribution across platforms
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 store sales counts measurement for retail stores, restaurants, and automotive OEMs/regional dealer groups, you need to:

Illustration demonstrating attribution across platforms
  • Be a retail store, restaurant, or automotive OEM
  • Have significant offline in-store transactions
Illustration demonstrating 300000 store visits.
Illustration for Survey Feedback
  • Have sufficient survey data to meet relevant privacy thresholds

To be eligible for dynamic store sales values measurement via uploads for retail stores, restaurants, and automotive OEMs/regional dealer groups, you must meet the criteria above and:

Illustration demonstrating various types of daily upload data.
  • Upload transaction data regularly and consistently. We recommend daily uploads, or weekly at a minimum.
Illustration demonstrating 30000 commercial transactions.
  • Provide 30,000 transactions minimum within the last 90 days.
  • You must regularly upload sufficient (for example, 10,000+) new transaction data from the last 30 days in order to maintain dynamic value reporting.
Illustration demonstrating 500000 clicks across all platforms.
  • Have over 500,000 aggregate ad interactions over the last 90 days from the following campaign types:
    • Search
    • Shopping
    • Display
    • Video
    • Performance Max
Illustration demonstrating following all 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 or 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" and "View-through conversions" columns.
  • Add the predefined custom column to view the store sales data in the UI. Available at campaign and ad group level, but not on account level.

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

Store sales measurement reporting is available on the Search, Shopping, Display, Video, and Performance Max campaigns.

If you're uploading in-store transaction data and there are no eligible transactions within the last 30 days, the system will use the conversion action default value to report store sales conversion value. We recommend that you update the default value to align with your average order value.


Using the "Diagnostics" page for store sales

If you have questions about store sales reporting in your account, use the "Diagnostics" page to get the overall status of store sales reporting. On this page, you can view detailed information about specific issues in your account that can affect store sales reporting. The "Diagnostics" page will also show if your account is currently optimized for bidding to store visits conversions.


How to access the "Diagnostics" page

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Click the "Store sales" conversion action.
  5. On the conversion action page, click Store Diagnostics.
Note: Your account needs to have the store sales conversion action to access the "Diagnostics" page. You also need to have at least one active campaign for Search, Shopping, Video, Display, or Performance Max to identify any diagnostic details for the relevant network.

If you don’t have the store sales conversion action in your account, find out if you’re eligible.

How to review the "Diagnostics" page

The "Diagnostics" page for store sales conversion action, only available for store sales for retailers and restaurants, provides the following details to help you better understand the current status of their store sales reporting:

  • Current status: Indicates the store sales reporting status.
    • This section also mentions the store sales variant used to provide conversion reporting:
      • Store sales with default value: Provides automatic store sales conversion counts as long as relevant thresholds are maintained. Also provides conversion value based on the advertiser-set default value.
      • Store sales with uploaded dynamic values: Provides automatic store 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.
      • Store sales with automatic dynamic values: Provides automatic store sales conversion counts and conversion value as long as relevant thresholds are maintained.
        • Store sales with automatic dynamic values also provides conversion value based on Google’s data partnerships.
    • If your account is currently reporting store sales conversion value based on the conversion action default value, this section will also display the current default value.
  • 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-store transaction data to your account. If you’d like to begin uploading, please contact your Google Ads representative.
    • When uploading in-store data, make sure to 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 store 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 store 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 store 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

Store sales measurement is available in both Google Ads and Search Ads 360. You can use store sales measurement for Search, Shopping, Display, Video, and Performance Max campaigns.

With store sales measurement, you can find 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 find your store sales conversions, visit View your store sales conversions.


Store sales (uploads) 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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