The store report shows you how many in-person visits you’re getting for each of your physical locations and provides conversions information from store-specific actions like phone calls, website visits, driving directions, and more. Using this information, you can move your budget around to increase the performance of successful stores, or to assist stores that require more support.
This article describes the store report and how to use it. To learn more about other types of location-based reports, visit About measuring geographic performance.
Instructions
- In your Google Ads account, click the Campaigns icon
.
- Click the Insights and reports drop down in the section menu.
- Click Stores.
- Optional: To add or remove columns in your report, click the columns icon
in the upper right corner of the table. Learn more about custom columns
- Optional: To add or remove columns in your report, click the columns icon
in the upper right corner of the table. Assets are being upgraded to enable new features and simplify asset creation and management. After an asset has been upgraded in an account, historical data about stores will be shown in the report editor tab instead of the store report.
About your results
When you view the store report, you’ll be shown a series of local actions and store visits by default. Some of the conversions are direct results of the impressions of the same location in this row, while the rest of the conversions can be results of impressions of different locations (when they are close to the location in this row). The metrics in this report represent all conversions for each location, even if the local action isn’t included in the “Conversions” column that’s used by Smart Bidding.
These are the columns shown by default:
| Column name | What it means |
| Local reach (impressions) | The number of times a store's location-based ad was shown. These impressions are not necessarily those that drive the conversions of the same row (for example, store visits). When some stores are too close together, it’s very likely that an end user views an impression of “store A” and ends up converting with “store B” (for example, visiting). |
| Call clicks | The number of times people clicked the “Call” button to call a store during or after clicking your ad. This number doesn’t include whether or not calls were connected, or the duration of any calls. |
| Driving directions | The number of times people clicked a “Get directions” button to navigate to a store after clicking your ad. |
| Website visits |
The number of times people were taken to a store’s URL after clicking your ad. Note: This URL refers to the URL that the store provided for location-based information (for example, the location detail page), and does not refer to the advertisement URL. |
| Store visits | The number of times people visited a store after clicking your ad. |
Other columns related to local actions and store visits that you can add to the report:
| Column name | What it means |
| Menu | The number of times people clicked a link to view a store’s menu after clicking your ad. |
| Menu (view-through) | The number of times people clicked a link to view a store’s menu after viewing your ad. |
| Orders | The number of times people clicked on the "Order" button to place an order after clicking your ad. |
| Orders (view-through) | The number of times people clicked on the "Order" button to place an order after viewing your ad. |
| Call clicks (view-through) | The number of times people clicked the “Call” button to call a store after viewing your ad. This number doesn’t include whether or not calls were connected, or the duration of any calls. |
| Driving directions (view-through) | The number of times people clicked a “Get directions” button to navigate to a store after viewing your ad. |
| Website visits (view-through) |
The number of times people were taken to a store’s URL after viewing your ad. Note: This URL refers to the URL that the store provided for location-based information (for example, the location detail page), and does not refer to the advertisement URL. |
| Other engagements | The number of other conversions (for example, posting a review or saving a location for a store) that occurred after people clicked your ad. |
| Other engagements (view-through) | The number of other conversions (for example, posting a review or saving a location for a store) that occurred after people viewed your ad. |
| Store visits (view-through) | The number of times people visited that store after viewing your ad. |
and select "Show removed". The counts in your store report often don't add up to the campaign-level count because the counts from removed locations aren't shown by default.Attribution
On the path to a conversion, people may do multiple searches and interact with multiple ads from the same advertiser. Attribution models let you choose how much credit each click gets for your conversions. You can attribute the credit to first clicks, last clicks, or a combination of multiple clicks.
Local actions conversions will be attributed using the “last click” model. Learn more about attribution models
