Set up your Google Ads account for store sales

To use Google’s store sales measurement, follow these steps in your Google Ads account. Some of these steps may differ based on the type of business you have.

As of October 2nd, 2023 Store Sales Direct, the store sales measurement feature available to non-retail and non-restaurant advertisers, will no longer be available for ongoing measurement. We will be simplifying our store sales product offerings to provide a more streamlined experience and to enable us to focus on improving store sales measurement.

• Store sales improvements, currently available for retail, restaurant, and automotive (beta) advertisers in store visits launched countries will continue to be supported.
• If interested, please check eligibility for store sales improvements with your Google Ads account team.

If you have any questions regarding this upcoming change, please reach out to your Google Ads account teams.

In this article

• Ensure your Google Ads account is eligible for store sales measurement
• Contact your Google Ads representative
• Set up your store sales conversion action
  • For retailers, restaurants, and automotive OEMs and regional dealer groups
  • For other business types
• Find your business type and eligibility

Step 1: Check eligibility based on your business type

Your Google Ads account needs to meet certain criteria to be considered eligible for using store sales measurement. The criteria depends on the type of business you have.

• If you're a retailer, restaurant, or automotive OEM/regional dealer group business, check the eligibility criteria for your business type here.
• If you have a business other than a retailer, restaurant, or automotive OEM/regional dealer group business, check the eligibility criteria here.

Step 2: Contact your Google Ads representative

If your Google Ads account is eligible, the next step is to contact your Google Ads representative. Your Google Ads representative can then get your account registered for store sales measurement.

Retail, restaurant, and automotive OEM/regional dealer groups advertisers who meet the eligibility criteria should automatically receive store sales counts data and store sales value data based on the current default conversion value in their Google Ads account. If you’re interested in uploading hashed in-store transaction data to receive more dynamic store sales values, reach out to your Google Ads representative.

Step 3: Set up the store sales conversion action

Note: The instructions below are part of a new Google Ads user experience that will launch for all advertisers in 2024. If you’re still 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.

For retailers, restaurants, and automotive OEMs/regional dealer groups

Once you’re receiving automatic store sales counts data, you should see the “Store sales” conversion action within your Google Ads account.

When the “Store sales” conversion action is in your Google Ads account, we recommend that you edit the settings and update the default conversion value of the conversion action.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click New conversion action.
5. Click Store sales.
6. Select Store sales, and click Continue.
7. Click the “Store sales” conversion action that you want to edit.
8. Click Edit settings. You can now make changes to the “Store sales” conversion action.
9. If you want to change the attribution model for the “Store sales” conversion action, click the Attribution model section, then choose Last click or Data-driven. The attribution model you choose determines how much credit each click gets for your conversions. Learn more about attribution models
10. We recommend updating the default store sales value. To do this, click the Value section and update the value in the field. We recommend providing a value which reflects the average order value of your sales, as this will help provide better insights when evaluating store sales data.
    1. Note: If you’re receiving automatic store sales values, the default value won’t be used. If you’re uploading in-store transaction data, the default value will only be used if you stop uploading eligible in-store transaction data after a period of time.

If you’re uploading in-store transaction data, you need to navigate to your Google Ads account to accept the customer data terms after your Google Ads account is approved for store sales uploads for retailers, restaurants, and automotive OEMs/regional dealer groups. Follow the steps below to read and accept the policy:

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Settings.
4. Click and expand the ‘’Customer data terms’’ section to view and read the policies. Confirm that you can comply with the policies.
5. Click “I have read and agree” if you would like to use store sales measurement.

For other business types

After your Google Ads account is approved for store sales for your business type, you’ll need to create a conversion action in your Google Ads account. A conversion action is required before you can start uploading your transaction data to Google Ads. You can create as many conversion actions as you need.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click New conversion action.
5. Click Store sales.
6. Select Store sales, and click Continue.
7. You’ll see a message about Google’s policies for uploading data. To confirm that you comply with Google’s policies, click Confirm.
8. Next to “Conversion name”, enter a name for the conversion you’d like to track. This will help you recognize this conversion action later in conversion reports.
9. Next to “Count”, select how to count your conversions.
   • Every: This setting is best for sales, when every conversion likely adds value for your business.
   • One: This setting is best for leads, such as a sign-up form on your website, when only one conversion per ad click likely adds value for your business.
10. Click Conversion window. Select how long to track conversions after an ad interaction from the drop-down. The window can be 1 to 30 days. Learn more about conversion windows
11. Click Create and continue.
12. Click Done.

Determine business type and eligibility

Different store sales features may be available depending on your business type. The following list isn’t exhaustive, but it provides some examples of store types.

Business type	Store examples
Retailers, restaurants, and automotive OEMs/regional dealer groups Learn more about store sales for retailers, restaurants, and automotive OEMs/regional dealer groups (beta)	General retail stores that sell a variety of merchandise or specific categories of items like clothing or electronics Grocery stores Hardware stores Office supply stores Auto parts, tires, and repair shops Hair salons Furniture stores Restaurants of all types Automotive OEMs/regional dealer groups
Other business types Learn more about store sales for other businesses	Telecommunications stores that sell a variety of goods like devices, phone plans, or servicing Finance establishments like banks or insurance agencies Travel agencies, hotels, and airports Storage sites and services Shipping services Movie theaters Gas stations

Congratulations! Your Google Ads account is now fully set up to use store sales. Next, you need to prepare and upload your store sales data.

RETURN TO STORE SALES HOME