About store sales measurement (for retailers and restaurants)
If you're a retailer or a restaurant, Google Ads offers enhanced store sales measurement and reporting. This data allows you to measure and optimize for the full value of your online ads.
In this article
- Discover how to use store sales
- Learn how store sales works
- Understand account eligibility
- Learn about the "Diagnostics" page for store sales reporting
- Learn about reporting
- Review the store sales ISO 27001 certification
How to use store sales
Apart from helping you draw actionable insights for your offline business, store sales measurement offers some valuable features to help you maximize your online to offline marketing strategy.
| Business insights reporting: 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 ROAS of your Search, Shopping, Display, Video, and Performance Max campaigns. You can gain insight and inform your business strategy by segmenting data by device, campaign, ad group, or keyword. |
| Customer lists integration: This feature allows you to create rule-based Customer Match lists using your uploaded and hashed in-store transactions data. It helps you create Customer Match lists based on custom segments of your existing customers and optimize bids or deliver a tailored message at the moment of relevance. |
| Smart Bidding for store sales integration: This feature allows you to use Smart Bidding with store sales conversions (for example, to optimize for store sales conversions or value reported for your Search, Shopping, and Performance Max campaigns). |
How it works
A customer is signed into their Google account and clicks on your ad. The customer then visits your store to purchase an item. Based on the information they've provided to you (such as an email address or a phone number), either through a loyalty program or an electronic receipt, you can then link the transaction to the customer.
After you set up store sales measurement in your Google Ads account, you can upload the transaction data to Google Ads. Google matches the transaction data to your ads. When a strict privacy and confidence threshold is reached, Google Ads reporting shows the total number of conversions influenced by your ads. To report store sales, we use factors such as:
- Google's aggregated store visits data
- Survey data from a panel of about 5 million customers that have volunteered to participate in Google Opinion Rewards program
- Transaction data uploaded by the advertiser or aggregated and anonymized data from third parties (the US only)
- Receipts data from the Google Opinion Rewards program (in select markets only). Google Opinion Rewards users voluntarily share receipts data, and Google uses its parsing technology to extract key fields from the uploaded receipts to model store sales values.
Google only reports aggregated and anonymized store sales. Store sales reporting can't be tied to individual ad clicks, viewable impressions, or people. We use industry best practices to ensure the privacy of individual users.
Types of store sales measurement available
If you're a retail or restaurant advertiser who meets the store sales measurement eligibility criteria:
- Store sales counts (number of sales) reporting is automatic. You're able to receive counts through Google's modeling algorithms. Store sales counts reporting will be available in the "All Conversions" column, "View-through conversions", or via any available predefined or custom columns which focus on store sales, within the campaign reports of your Google Ads account.
- Store sales values (value of sales) reporting is also available to advertisers through one of the following options:
- Default Value: If receiving store sales counts reporting, you may specify an average default value within your Google Ads account which will be used to provide store sales value reporting. We recommend that you update the default value to reflect your average order value in store.
- Upload (Dynamic): You may choose to upload hashed in-store transaction data which will allow our system to model values dynamically. Learn more about how to Upload your store sales data.
- If eligible uploads stop happening, our system will stop providing dynamic store sales values based on in-store transactions after some time and will shift to providing values based on the advertiser-provided default value until eligible uploads resume.
- Automated (Dynamic, US Only): Some advertisers in the US are able to receive both store sales counts and dynamic store sales values automatically based on Google's third-party partnerships without providing a default value or uploading hashed in-store data.
- This option isn't available for all advertisers. Check eligibility with your Google Account Manager.
- Automated (Dynamic, receipts based, Non-US): Some advertisers outside the US can receive receipts-based automated values if they receive a sufficient volume of consumer receipts data that users voluntarily share with Google through Google Opinion Rewards.
- Receipts data isn't shared with advertisers.
- With Google's parsing technology, we're able to extract key fields from the uploaded receipts and then use them to model sales values.
- This option isn't available for all advertisers. Check your eligibility with your Google Account Manager.
Matching and attribution
If you upload your in-store transaction data, store sales measurement and reporting has 2 key stages: matching and attribution.
| In the matching stage, your store sales transaction data is matched with signed-in Google users based on match key types (which can include a combination of emails, phone numbers, or customer names and addresses). Before the data can be processed, a minimum threshold of matches must be met. |
| In the attribution stage, your matched transactions are attributed to clicks on your ads from your Search, Shopping, Display, Video, and Performance Max campaigns. To accurately report the transactions, our algorithm models 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. |
Account eligibility
To be eligible for store sales counts measurement for retail stores and restaurants, you need to:
| Be a retail store or a restaurant with significant offline in-store transactions | |
| Currently receive store visit reporting and have approximately 300,000 store visits in the last 90 days | |
| Have sufficient survey data to meet relevant privacy thresholds |
To be eligible for dynamic store sales values measurement via uploads for retail stores and restaurants, you must meet the criteria above and:
| Upload daily (this is ideal), or upload weekly at a minimum | |
| Provide 30,000 transactions minimum over the last 90 days. Some advertisers may require additional transactions in order to receive store sales reporting. We recommend providing as many offline transactions as possible over the last 90 days. | |
| Have over 500,000 total interactions from search, shopping, video, display or Performance Max campaigns over the last 90 days within the conversion account. | |
| Comply with Google Ads customer data policies |
If you meet the criteria for store sales measurement:
- A new conversion action called "Store sales" will be created for you in your Google Ads account.
- Your account will automatically begin reporting store sales counts (number of sales), and reporting for total sales value will be based on the default average order value set in the store sales conversion action settings.
- We recommend updating the default value to align with your average order value.
- If you meet the additional upload criteria and are interested in uploading your hashed in-store data, reach out to your Google Ads representative.
- Conversions from store sales will be added to the "All conversions" and "View-through conversions" columns.
- Add the predefined custom column to view the store sales data in the UI. Available at campaign and ad group level, but not on account level.
If you don't find store sales data in your account and believe that you qualify, contact your Google Ads representative.
Store sales measurement reporting is available on the Search, Shopping, Display, Video, and Performance Max campaigns. The above requirements apply to all networks, but eligibility is separate per network. Some accounts which have multiple campaign types across networks could be eligible to report store sales for certain network(s) and not others.
If you're uploading in-store transaction data and there are no eligible transactions within the last 30 days, the system will use the conversion action default value to report store sales conversion value. We recommend that you update the default value to align with their average order value.
Using the "Diagnostics" page for store sales
If you have questions about store sales reporting in your account, use the "Diagnostics" page to get the overall status of store sales reporting. On this page, you can view detailed information about specific issues in your account that can affect store sales reporting. The "Diagnostics" page will also show if your account is currently optimized for bidding to store visits conversions.
How to access the "Diagnostics" page
- Sign in to your Google Ads account.
- Click the tool icon
in the navigation menu.
- Click Measurement, then select "Conversions" to open the "Conversion actions" tab.
- Click on the active store sales conversion action name to open the "Store sales" page, then click Diagnostics.
If you don't have the store sales conversion action in your account, find out if you're eligible.
How to review the "Diagnostics" page
The "Diagnostics" page for store sales conversion action, only available for store sales for retailers and restaurants, provides the following details to help you better understand the current status of their store sales reporting:
- Current status: Indicates the store sales reporting status.
- This section also mentions the store sales variant used to provide conversion reporting:
- Store sales with default value: Provides automatic store sales conversion counts as long as relevant thresholds are maintained. Also provides conversion value based on the advertiser-set default value.
- Store sales with uploaded dynamic values: Provides automatic store sales conversion counts as long as relevant thresholds are maintained. Also provides conversion value based on in-store transaction uploads. Will switch to default value if recent data through uploads isn't maintained.
- Store sales with automatic dynamic values: Provides automatic store sales conversion counts and conversion value as long as relevant thresholds are maintained.
- Store sales with automatic dynamic values also provides conversion value based on Google's data partnerships.
- If your account is currently reporting store sales conversion value based on the conversion action default value, this section will also display the current default value.
- This section also mentions the store sales variant used to provide conversion reporting:
- Transaction upload status: Indicates whether the account has uploaded transaction data that falls within the most recent 30 days.
- This section only shows if you're allowlisted to upload in-store transaction data to your account. If you'd like to begin uploading, please contact your Google Ads representative.
- When uploading in-store data, make sure to upload consistently and include recent transaction data that falls within the last 30 days (within the last 14 days recommended). If there's no eligible transaction data within the last 30 days, the system will use the conversion action default value to report store sales conversion value.
- If your recent in-store transaction data is between 14 and 30 days old, this section will let you know the number of days before your account switches to providing conversion value based on your default action value.
- Conversion count data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds to report sales conversion counts. If the account doesn't pass thresholds, no store sales reporting will be available.
- Conversion value data thresholds: Indicates whether the account has enough data to meet the privacy and reporting thresholds and report store sales values. If the account doesn't pass thresholds, the system will use the conversion action default value.
- Include as account default goal: Indicates whether you're including your store sales conversion into "Conversions" for use with Smart Bidding.
Reporting
Store sales measurement is available in both Google Ads and Search Ads 360. You can use store sales measurement for Search, Shopping, Display, Video, and Performance Max campaigns.
With store sales measurement, you can find conversion counts and values attributed to your in-store sales. Store sales reporting is available at the campaign, ad group, and keyword level and can be segmented by device in Google Ads and Search Ads 360. You can also create custom columns in your reporting to better understand your store sales data.
For instructions on how to find your store sales conversions, visit View your store sales conversions.
Store sales 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.
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