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
• Local
• Performance Max

Store sales measurement 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. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Settings.
4. 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. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions on the top right of the table.
5. Click the Columns icon above the statistics table.
6. Select Modify columns from the dropdown.
7. To modify columns for conversion actions, use the search bar to look up All conv., View-through conv., and All conv. Value.
8. Click the checkbox next to each option to add them to your columns.

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. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions on the top right of the table.
5. Click the segment icon above the statistics table.
6. Select Group rows by Goal category.
7. You'll now find rows listing data by each conversion source. Look for the “Store sales” conversion action to find your store sales data.

View 3: Add reporting columns for store sales (only for retail, restaurant, and automotive OEM/regional dealer group businesses using custom variables)

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop-down menu. Next, click Search keywords.
3. Click the Columns icon above the statistics table.
4. Under "Modify columns for campaigns", click Conversions.
5. 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. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords, and content drop-down menu. Next, click Search keywords.
3. Click the Columns icon above the statistics table.
4. Under "Modify columns for campaigns", click Custom columns.
5. Click + Custom columns.
6. In the "Name" field, enter the name of your new column. This name will be displayed in the header.
7. In the "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.
8. Click Column, then click the Conversions dropdown menu.
9. Click the Metric menu, and select Conversions, then select All conv. or View-through conv.
10. In the list below, click Conversions, then select Conversion source.
11. Under "Selected segment," select the source: Store sales
12. Click Save. The new custom column is automatically added to your columns.
13. 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. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions on the top right of the table.
5. Search for Store sales in the list of conversion types.
6. (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 conversions by custom variables

You can choose to view your store sales conversions and their conversion value by segmenting by custom variable names by 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. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions on the top right of the table.
5. Click the Columns icon above the statistics table.
6. Select Modify columns from the drop-down.
7. Under "Select metrics", click Conversions.
8. 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.
9. Click the segment icon above the statistics table.
10. Select Conversions, then Custom Variable.
11. Select the desired custom variable name from the list.
12. You'll now find rows listing data by the selected custom variable name.

Verify your current store sales value model

Advertisers may receive fully automatic and dynamic store sales value reporting, while others may receive dynamic value reporting based on uploaded in-store transactions. Advertisers who aren’t uploading consistent in-store transaction data can view value data based on a default conversion value settings.

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

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions on the top right of the table.
5. Select the desired date range.
6. Click the segment icon above the statistics table.
7. In the dropdown, select 'Group rows by Goal Category'.
8. Click the columns icon above the statistics table.
9. Select Performance, then click the checkbox for All conv. value.
10. In the statistics table on the Summary page, review and take note of the “Value / all conv.” for the store sales action.

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 2 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.

How to access the "Diagnostics" page

1. In your Google Ads account, click the Campaigns icon .
2. Click the Insights and reports drop down in the section menu.
3. Click Report editor.
4. Click Conversions section.
5. Select the Store visit card.

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