Store ratings help people find businesses that offer high quality shopper experiences, helping to build trust and enabling more informed purchasing decisions. As a result, store ratings can help merchants improve the performance of ads and free listings and drive more qualified shoppers to their landing pages.
Getting started with store ratings is the same whether you’re looking to enhance your ads or free listings.
Benefits
- Store ratings on Text Ads on average drive a 2% improvement in click through rate on the Search network1.
- You can measure the performance benefit by tracking the automated asset performance reporting [add link], so you can always confirm the value Store ratings are driving for your business.
Where and how store ratings are displayed
Store ratings showcase your store’s customer experience in ads and unpaid formats, and may show up on mobile and web across the Search Network and YouTube. Store ratings may include:
- A rating out of 5 stars
- The number of reviews the business has received
- A qualifier, such as the average delivery time, that highlights why you got the rating (if data is available)
- A link to read recent reviews
Unpaid
Rich results
Store ratings may also appear alongside search results featuring a particular merchant when customers are shopping on Google, displaying the star rating and the number of reviews.
Free listings
Store ratings display a rating next to a merchant’s name when shoppers interact with a free product listing within Search or Shopping, helping shoppers build trust with businesses from which to purchase a product.
Ads
Store ratings display a rating and qualifier next to your ads, letting people know which advertisers are highly rated for quality service. A rating of 3.5 or above is required to display a store rating on ads. Here are examples of how your ratings may display on ads:
How to view performance report of store ratings in Google Ads
If you'd like to review how your ads with store ratings perform, like the number of clicks or impressions that occurred when they appeared with your ad. You can review your performance data with the account level automated assets report.
You can access your account level automated assets in the “Assets” section of Google Ads.
- In your Google Ads account, click the Campaigns icon
.
- Click the Assets drop down in the section menu.
- Click Assets.
- Click Add filter, then filter by “Source” (you can type “Source” in the search box).
- Check the box next to “Automatically created”, then click Apply.
- For location assets, seller ratings, and app assets, select Account level automated assets from the three-dot menu
on the right side of the table.
- For location assets, seller ratings, and app assets, select Account level automated assets from the three-dot menu
on the right side of the table.How to participate
Getting started with store ratings is the same whether you’re looking to enhance your ads or free listings.
Google gathers store ratings from reputable websites that aggregate business reviews, as well as from users on Google. These ratings primarily reflect customers' overall post-fulfillment consumer experience with your business on a country basis.
When you have a store rating in a given country, they will appear on your ads and listings by default.
If you don’t have reviews or a store rating for your store, you can get started with any of the following services:
| Service | Description |
|---|---|
| Google Customer Reviews |
A free program that collects post-fulfillment reviews on behalf of merchants, managed in Google Merchant Center. Learn how to sign up for Google Customer Reviews program using the onboarding guide. |
| Supported review partners | Google works with all the supported review partners shown below in this article. Reach out to any partner you’d like to work with directly. |
| Evaluation by Google and / or other evaluation partners |
These programs measure and analyze the quality of the shopping experience provided by online retailers. Google collects data about selected merchants and the shopping experience they provide through Google Search and Google-led research. To increase the ability for Google to collect data, make sure to sign up for Google Merchant Center. |
Where ratings come from
Google doesn't modify existing store ratings. To provide consistent ratings, we calibrate ratings and filter out what we consider to be untrustworthy (for example, spam and abuse) or otherwise questionable (for example, reviews that don’t indicate that a transaction took place). Google bases store ratings on a number of sources, including:
- Google Customer Reviews: A free program that collects post-fulfillment reviews on behalf of merchants, managed in Google Merchant Center.
- Shopping reviews for your store domain, which include post-fulfillment comments from the various supported review partners listed below, in addition to users of Google Search.
- Aggregated performance metrics from Google-led shopping research.
Supported review partners
We also source feedback from the following independent review websites:
- Ausgezeichnet.org
- Bazaarvoice
- Birdeye
- Bizrate Insights
- eKomi
- Feedaty
- Feedback Company
- Feefo
- KiyOh
- Klantenvertellen
- Okendo
- PowerReviews
- ProductReview.com.au
- RA Trustvox
- Reco.se
- Reputation.com
- ResellerRatings
- Reviews.io
- Reevoo
- Shopper Approved
- ShopVote.de
- ShopAuskunft
- Sitejabber
- Stamped.io
- Trusted Shops
- TrustPilot
- TurnTo
- Verified Reviews
- Yotpo
- If you already partner with Google on store ratings and require support, contact us.
- If you’re a reviews aggregator and would like to partner with Google on store ratings, read our requirements and fill out our interest form to have your eligibility reviewed.
- Note: Typically, only 1 or 2 new partners are added globally per year.
How to check if you have a store rating
To find out if you have a store rating, edit the following URL to replace "{yourwebsite}" with your homepage URL:
https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}
You’ll be able to view information about your store and store ratings if your site meets the minimum store rating thresholds.
If your website domain varies by country, repeat the above step for each variation. If your site uses the same domain across countries and has reviews in multiple countries, the above URL will return a page for one country. You can edit the country code in the browser URL to view other countries. For example, if the URL contains “c=AU” you can update this to “c=US” to view ratings for the US.
Troubleshooting store ratings
Below are some common issues that you might encounter with store ratings.
Incorrect ratings
If you've found ratings you believe to be incorrect, you'll need to contact the site which hosts the reviews to resolve the matter. You can't respond to individual store reviews through Merchant Center. To respond to a store review, go to the store rating website and respond to the store review. Currently, we don't display merchant responses to store reviews.
If you believe store ratings from a different store are appearing with your products, make sure that your store name and registered domain in your Merchant Center account are different from the other store on the third party store rating websites. If this information matches and you're unable to make changes, contact us to investigate this further.
My store ratings aren't appearing
Reviews aren't added in real-time, so you may notice a delay between receiving a new review and its addition to your rating. The same is true when a review is removed from a store rating website.
If your reviews aren’t appearing:
- For Free Listings and Shopping ads, make sure that the store name and domain in your reviews match with the store name and registered domain in your Google Merchant Center account. You can update your store name and website URL in Merchant Center. Learn more about how to set up your account.
- For text ads, the ad’s visible URL domain must match the domain for which we have the ratings.
For ratings to appear in a particular country, your business needs enough unique reviews for the country within the last 24 months to allow us to confidently calculate a store rating score. The number of reviews needed can vary by merchant, but most merchants are able to obtain a rating after collecting 100 or more eligible reviews (for example, post-fulfillment reviews, sometimes denoted by websites of review partners as “verified” or “post purchase”).
For ads, additionally, the following criteria must be met for a store rating to display on ads:
- Average, composite, rating of 3.5 or more stars.
- The ad’s visible URL domain must match the domain for which we have the ratings.
- The reviews from customers in a given country will only contribute to the business' rating in that country. We may not show store ratings when the underlying feedback is unrelated to what's being advertised in a specific ad.
My Shopping experience scorecard shows missing store ratings
One of the main reasons why you’re receiving the missing store ratings message is that you don’t have enough reviews to generate a store rating. In order to get more reviews:
- If using a third review partner listed above, ensure that these reviews are shared with Google by contacting the partner. You might also need to ensure that the number of reviews you’re soliciting is sufficient to generate a rating.
- If you’re not using a review partner you can sign up for Google Customer Reviews. You can learn more and set up review collection by following the integration guide.
Store insights panel
In addition to your store rating, shoppers will now also be able to view the store insights panel with more information about your store. This panel can include metrics such as Shipping, Returns, Competitive Pricing, and Payment Options. These metrics will show your current rating from the Shopping experience scorecard and help shoppers make informed decisions when browsing your store.
1. Google Internal Data