Saturday, April 22, 2023

About store sales measurement (for business types other than retailers and restaurants) - Google Ads Help [gg-google-ads-en]

About store sales measurement (for business types other than retailers and restaurants)

Note: Store sales (direct upload) works best with most business types. If you own a retail store or a restaurant, refer to this article on how you can use store sales measurement for your business.

Store sales (direct upload) allows you to use your sales data in a privacy-safe way to understand how much value your ads are truly driving for in-store purchases. By uploading and matching transaction data from your business, you can see how your Google ads translate into offline purchases.

In this article


Apart from helping you draw actionable insights for your offline business, store sales (direct upload) measurement offers some valuable features to help you maximize your online-to-offline marketing investments.

  • Business insights: Understand the full value of your online ads. The customer research and shopping path is complex and often includes many online touchpoints before purchasing in-store. Store sales helps you calculate the true return on ad spend (ROAS) of your Search, Shopping, and YouTube campaigns. Gain insight and inform your business strategy by segmenting data by device, campaign, ad group, or keyword.
  • Customer lists: This feature allows advertisers to be able to create rule based customer lists using their uploaded hashed in-store transactions data. It helps advertisers create custom segments of their existing customers and optimize bids or deliver a tailored message at the moment of relevance.
  • Conversion action segmentation: Store sales (direct upload) allows you to segment your conversion data by different groups (for example, by customer segment or by product category) for more actionable insights. Instead of leveraging just one store sales conversion action to capture overall sales, you can create multiple conversion actions and upload transactions for those relevant segments to receive reporting at this additional granularity.

How it works

  • A customer signs in to their Google Account and interacts with your ad.
  • The customer then visits your store to purchase an item. Based on the information they provided to you (such as an email address or a phone number) at the time of the purchase, either through a loyalty program or an electronic receipt, you link the transaction to the customer.
  • You set up store sales (direct upload) measurement in your Google Ads account, then upload the transaction data to Google Ads.
  • Your matched transactions are attributed to clicks on your ads from your Search, Shopping, and Video campaigns. To accurately report the transactions, our algorithm extrapolates to represent the broader population of your consumers (for example, people who are signed out of their Google Account), then uses that to give you aggregated, anonymized results in your Google Ads account. We will only report on this data when strict attribution confidence thresholds are reached.
  • Google matches the transaction data to your ads.
  • When a strict privacy threshold is reached, Google Ads reporting shows the total number of conversions influenced by your ads. Only aggregated and anonymized sales are reported.


To be eligible for store sales (direct upload), you need to:

  • Be a business with a physical store and have significant offline transactions
  • Track your offline store sales data in a customer relationship management (CRM) system
  • Have a loyalty program or other ways to collect customer information associated with offline transactions
  • Upload transaction data on at least monthly basis (though we strongly recommend uploading on a weekly or a daily basis)
  • Have over 500,000 clicks from search or shopping results over the last 90 days (from the date of upload), or have over 750,000 clicks or views from a video ad over the last 90 days (from the date of upload)
  • Have at least 6,000 transactions per month linked to customer information (for example, email addresses, phone numbers, or home address information collected at the point of sale)
  • Receive thousands of store sales for the account each month
  • Comply with Google Ads customer data policies

If you meet the criteria for store sales direct measurement and are interested in using this product, reach out to your Google Ads account representative for the next steps.

Store sales (direct upload) ISO 27001 certification

The International Organization for Standardization (ISO) is an independent, non-governmental international organization with an international membership of 163 national standards bodies. The ISO/IEC 27000 family of standards helps organizations keep their information assets secure.

ISO/IEC 27001 outlines and provides the requirements for an information security management system (ISMS), specifies a set of best practices, and details the security controls that can help manage information risks.

Store sales is ISO/IEC 27001 compliant. The 27001 standard does not mandate specific information security controls, but the framework and checklist of controls it lays out allow Google to ensure a comprehensive and continually improving model for security management.

Learn more about ISO 27001


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