Many customers conduct research online before purchasing in store, and Google Ads can impact those online research decisions that lead to store visits. Store visits help measure the full value of your online ads by accounting for the additional conversions that happen offline. Using store visits, you can optimize your campaigns for omnichannel performance and maximize total return on ad spend (ROAS) across online and offline channels.
Google connects the customer's visit to the store to engagements with your ad in a privacy-safe way. Store visits use anonymous, aggregated statistics which are then extrapolated to represent the broader population of your customers.
Google Ads creates modeled numbers by using current and past data on the number of customers who click or view your ads and later visit your store. You can then understand these results in your Google Ads reports for store visits.
If you have a physical store location or sell your products in a physical store and meet certain criteria, you may be eligible for store visit conversions. The following criteria are in place so that Google has enough data to report for your account while still maintaining privacy for our users.
If you have a Google Ads manager account, store visits can always be viewed at the manager or client account level. However, if conversion tracking is set up at the manager account level, store visits will be deduped across child accounts.
If conversion tracking is set up at the manager account level, the count of store visits at the manager account level should always be equal to the sum of store visits for all the client accounts that are tracking store visit conversions under the manager account.
Although store visits can be reported at the manager account level, eligibility requirements must be met at the sub-account level, not the manager account level. Each sub-account must meet the eligibility requirements on its own in order to report store visits.
Additionally, just because store visits are reported at the manager account level, it doesn't mean that every sub-account is eligible to report store visits. Even 2 accounts which seem similar may not meet the eligibility requirements at the same time. Learn more about reporting store visit conversions
If you have questions about store visits reporting in your account, use the "Diagnostics" page to get the overall status of store visits reporting. On this page, you can view detailed information about specific issues in your account that can affect store visits reporting. The "Diagnostics" page will also show if your account is currently optimized for bidding to store visits conversions.
If you want to grow store traffic, consider setting up a Local campaign. Ads in Local campaigns appear on the Google Search Network, Google Display Network, Google Maps, and YouTube. When you create a Local campaign, you'll just need to define the store locations you want to promote. You can set this by linking your Business Profile account or selecting affiliate locations. Learn more about Local campaigns
After your Google Ads account becomes eligible to report store visits, you may want to make some adjustments to your conversion action settings. Just like other conversion actions, you can edit the conversion window for store visits, the conversion value, the attribution model, and other settings.
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