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.

Instructions

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 or restaurant business, check the eligibility criteria here.
  • If you have a business other than a retailer or restaurant 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 and restaurant 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

For retailers and restaurants

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. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner of your account.
  3. Under “Measurement”, click Conversions.
  4. Click the “Store sales” conversion action that you want to edit.
  5. Click Edit settings. You can now make changes to the “Store sales” conversion action.
  6. 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
  7. 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. Note: If you’re receiving automatic store sales values, then the default value won’t be used. If you’re uploading in-store transaction data, then 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 and restaurants. Follow the steps below to read and accept the policy:

  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner of your account.
  3. Under “Measurement”, click Conversions.
  4. Click Settings from the left panel.
  5. Click and expand the ‘’Customer data terms’’ section to view and read the policies. Confirm that you can comply with the policies.
  6. 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. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner of your account.
  3. Under “Measurement”, click Conversions.
  4. Click the plus button  to create a 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 and restaurants (see store sales for retailers and restaurants)
  • General retail stores that sell a variety of merchandise and/or specific categories of items like clothing or electronics
  • Grocery stores
  • Hardware stores
  • Office Supply stores
  • Auto Parts, Tires, & Repair Shops
  • Hair Salons
  • Furniture stores
  • Restaurants of all types
Other business types (see store sales for other businesses)
  • Car dealerships
  • 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 & 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

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