View your store sales conversions - Google Ads Help [gg-google-ads-en]

View your store sales conversions

It can take 2-7 days for your store sales conversions to show up in your Google Ads reporting. You can view store sales conversions in the "Campaign", "Ad groups", and "Keywords" reports. This article explains the many ways in which you can view your store sales conversions.

In this article

• Explore store sales reporting availability
• Find instructions for viewing and managing your store sales conversions
• Discover how to verify your current store sales value model
• Learn about the "Diagnostics" page for store sales reporting

Store sales reporting availability

Store sales reporting is available for the following campaign types:

• Search
• Shopping
• Video
• Display (only for retail and restaurant customers)

Store sales measurement for retail and restaurant advertisers supports conversion reporting and view-through conversion reporting where eligible. View-through conversions aren't reported within the "Conversions" column and are only available in the "All conv." or the "View-through conv." columns in the Google Ads UI based on the account setup.

If you want view-through conversions to be included in the "All Conv." column:

1. Sign in to your Google Ads account.
2. Click the tools icon  in the upper right corner of your account.
3. Under "Measurement", click Conversions.
4. In the left-hand navigation panel, click Settings.
5. Click View-through conversions to expand the section, then check the box next to "Include view-through conversions from Display Network and Video ads in your 'All conv.' columns".

Instructions

View 1: Find an aggregate of all online and offline conversions

To view the sum of all online and offline conversions (and their associated value), you can create a report to find all conversions and all conversion values. Store sales conversions and conversion value are automatically added to the "All conv." (All conversions) and "All conv. value" (All conversions value) columns in your Google Ads reports.

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Click the Columns icon above the statistics table.
4. Select Modify columns from the drop-down.
5. Under "Select metrics", click Conversions.
6. Select All conv., View-through conv., and All conv. value.

View 2: Segment by store sales conversions

To separate your store sales conversions and their conversion value from other conversions reported in your Google Ads account, you can create a segment in your reports. Before you begin, make sure you've already added the "All conv.", "View-through conv.", and "All conv. value" columns to your reports.

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Click the segment icon above the statistics table.
4. Select Conversions, then Conversion source.
5. You'll now find rows listing data by each conversion source. Look for the "Store sales" (for retail stores and restaurants) or "Store sales (direct upload)" (for all other business types) conversion action to find your store sales data.

View 3: Add reporting columns for store sales (only for retail and restaurant businesses using custom variables)

1. Sign in to your Google Ads account.
2. Depending on the data you'd like to view, click Campaigns, Ad groups, Ads & extensions, Keywords, or Product groups in the page menu on the left.
3. Click the Columns icon above the statistics table.
4. Select Modify columns from the drop-down.
5. Click the Conversions section, and check the box next to the desired store sales columns. The available columns include:
   • Store sales conv. count
   • Store sales conv. value
   • Store sales visit-to-purchase rate (Store sales conv. count / Store visits conv. count)
   • Store sales click-to-purchase rate (Store sales conv. count / Interactions)
   • Store sales avg. conv. value (Store sales conv. value / Store sales conv. count)
   • Store sales CPA (Cost / Store sales conv. count)
   • Store sales ROAS (Store sales conv. value / Cost
6. Click Apply. The selected columns will now appear in your reports.

View 4: Add a custom column for store sales

To view store sales in a separate column without segmenting your campaigns, add a custom column to your reports.

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Click the Columns icon , then select Modify columns.
4. Select the Custom Columns category on the left.
   • If you've never created a custom column, you'll find a dialog box.
   • If you've already created a custom column, click + Column.
5. In the "Column name" field, enter the name of your new column. This name will be displayed in the header.
6. In the "Column description" field, enter a description of your column. The text you enter here will be displayed whenever you hover over the "?" next to the column name.
7. Click the Metric menu, and select Conversions, then select All conv. or View-through conv.
8. In the list below, click Conversions, then select Conversion source.
9. Under "Selected segment," select the source: Store sales (direct upload) (for non-retail and non-restaurant businesses).
10. Click Save. The new custom column is automatically added to your columns.
11. Click Apply to apply your column customization to the statistics table. If you have multiple store sales conversion actions, then you can segment by conversion names after creating the custom column.

View 5: Find store sales conversions reports at the account level

This report is only available at the account level at which you upload your offline transactions file (either in an individual Google Ads account or a Google Ads manager account).

1. Sign in to your Google Ads account or your Google Ads manager account.
2. Click the tools icon in the upper right corner of your account.
3. Under "Measurement", click Conversions.
4. Look for Store sales (for retail stores and restaurants) or Store sales (direct upload) (for all other business types) in the list of conversion types.
5. (Optional) Click the filter button above the statistics table to limit your view to the store sales conversions that matter to you (for example, you can filter your view to show active store sales conversion actions).

View 6: Segment your store sales (direct upload) conversions by name (only for non-retail and non-restaurant businesses)

You can choose to view your store sales conversions and their conversion value by segmenting by the name of the conversion action. This is only available for store sales (direct upload) conversions. Before you begin, make sure you've already added the "All conv." and "All conv. value" columns to your reports.

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Click the Columns icon above the statistics table.
4. Select Modify columns from the drop-down.
5. Under "Select metrics", click Conversions.
6. Add one or more relevant conversion columns, such as "All conv." (All conversions), "All conv. value", or any other desired predefined conversion column.
7. Click the segment icon above the statistics table.
8. Select Conversions, then Conversion action.
9. You'll now find rows listing data by each conversion action/name.

View 7: Segment your store sales conversions by custom variables (only for retail and restaurant businesses using custom variables)

You can choose to view your store sales conversions and their conversion value by segmenting by custom variable names. This is only available for retail and restaurant businesses using custom variables with their store sales measurement. Before you begin, make sure you've already added the "All conv." and "All conv. value" columns to your reports.

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Click the Columns icon above the statistics table.
4. Select Modify columns from the drop-down.
5. Under "Select metrics", click Conversions.
6. Add one or more relevant conversion columns, such as "All conv." (All conversions), "View-through conv.", All conv. value", or any other desired predefined conversion column.
7. Click the segment icon above the statistics table.
8. Select Conversions, then Custom Variable.
9. Select the desired custom variable name from the list.
10. You'll now find rows listing data by the selected custom variable name.

Verify your current store sales value model (for retailers and restaurants)

The model used to provide store sales value may change in some cases for retail and restaurant advertisers. For example, some advertisers may receive fully automatic store sales value data (United States only), while others may receive dynamic value data based on uploaded in-store transactions. Advertisers who aren't uploading in-store transaction data or don't upload data in a consistent manner can identify value data based on a default conversion value.

The following steps can help advertisers understand which store sales model was used for a given timeframe:

1. Sign in to your Google Ads account.
2. Click Campaigns, Ad groups, or Keywords in the page menu on the left.
3. Select the desired date range.
4. Click the segment icon above the statistics table.
5. Select Conversions, then Conversion Action. Select your current store sales conversion action.
6. Click the columns icon above the statistics table.
7. Select Conversions, then click the checkbox next to "Value / all conv.".
8. In the statistics table, review and take note of the "Value / all conv." for the store sales action.
9. Click the tools icon , then under "Measurement", click Conversions.
10. Click on your store sales conversion action.
11. Identify the default value shown in the "Value" field.

For the date range selected, if the "Value / all conv." value identified in step 8 matches the default value in step 11, then store sales value data was generated using the default value. If the two values don't match, then the store sales value data was generated using in-store or automatic value data based on whether you're currently uploading data.

Using the "Diagnostics" page for store sales

If you have questions regarding store sales conversion reporting in your account, use the "Diagnostics" page to get the overall status of store sales conversion reporting. Here you can find more detailed information, such as specific issues in your account that may be affecting store sales conversion reporting. The "Diagnostics" page will also show whether your account is currently optimized for bidding to store sales conversions.

The store sales "Diagnostics" page is only available for store sales for retailers and restaurants.

How to access the "Diagnostics" page

1. Sign in to your Google Ads account.
2. Click the tool icon in the navigation menu.
3. Click Measurement, then select Conversions to open the "Conversion actions" tab.
4. Click on the active store sales conversion action name to open the "Store sales" page, then click Diagnostics.

Note: Your account needs to have the store sales conversion action to access the "Diagnostics" page.

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 provides the following details to help advertisers 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 is not 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.
• Transaction upload status: Indicates whether the account has uploaded transaction data that falls within the most recent 30 days.
  • This section only shows for advertisers who are eligible to upload in-store transaction data to their account.
  • Advertisers who are uploading in-store data should 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 store sales conversion counts. If the account does not 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 does not pass thresholds, the system will use the conversion action default value.
• Include as account default goal: Indicates whether the advertiser is including their store sales conversion into "Conversions" for use with Smart Bidding.

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