Measuring and tracking the online and offline impact of your Google Ads campaigns is important for understanding your true return on investment. If you’re measuring online conversions and capturing revenue information, you can also value shop visits to estimate in-store revenue.
How to value your shop visit conversions
- If you're tracking online sales as conversions and value them as the 'Revenue' generated, you can use this formula to decide on the Conversion Value for shop visits:
- Shop Visit Conversion Value = Average in-store conversion rate x in-store AOV (average order value)
- If your online conversions aren't valued as 'Revenue', you can assign the shop visits conversion value relative to how much you value online conversions.
Conversion value rules for shop visits
For additional flexibility and control beyond the default account-level shop visit value, you can use value rules to set, add or multiply shop visit value at the campaign level. Learn more About Search Ads 360 conversion value rules.
Learn more About store visit conversion value in Google Ads Help Centre.