About store sales measurement (for retailers, restaurants, and automotive OEMs/regional dealer groups)

Google Ads offers enhanced store sales measurement and reporting data to better optimize your online ads if your business classifies as one of the following:

• Automotive OEM (Original Equipment Manufacturer) or Automotive Regional Dealer - select markets
• Restaurant
• Retailer

On this page

• 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 the following valuable features to help you maximize your online to offline marketing strategy.

Business insights reporting: This feature helps you 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 insights and inform your business strategy by segmenting data by device, campaign, ad group, or keyword.

Customer lists integration (retail and restaurants only): 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 segments of your existing customers to 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 supported campaigns. Note: This feature is in beta for automotive OEM/regional dealer groups. If you’re interested, reach out to your sales representative to inquire about participating.

How it works

Using the power of machine learning, Store Sales is an ad measurement product that consists of 2 models to generate reporting. The first model predicts the number of sales that were influenced by an ad interaction known as “Store sales counts”, and the second model predicts the value of those conversions known as “Store sales values”. The modeling is based on data signals from throughout the customer journey, from the time Google users interact with your ad to when they make an in-store purchase.

For Retail & Restaurants:

To model store sales counts, we use factors such as:

• Google’s aggregated store visits data
• Survey data from Google Opinion Rewards program which consists of a panel of over 10 million customers who have volunteered to answer questions about their store visit

To model store sales values, we use factors such as:

• Store sales transaction data uploaded by the advertiser
• Aggregated and anonymized data from third party partnerships (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 dynamic store sales values.

For Automotive OEMs and regional dealer groups:

To model store sales counts, we use the following signals:

• Similar to retail and restaurants, we use aggregated store visits data and survey data about a customer’s dealership visit. The difference is that the surveys are specifically tailored to ask about the customer’s dealership visit and the type of transaction that occurred, for example, new car purchase or service visit.

To model store sales values, we use the following signals:

• Automotive OEM/regional dealer groups uploaded sales transaction data

Types of store sales measurement available

Advertisers who meet the requirements for store sales measurement may receive reporting based on the following model types. Available model types can vary based on store type:

• Store sales counts (number of sales) reporting is automatic. Store sales counts reporting is available in the “All Conversions” column, the "View-through conversions" column, 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 available to advertisers through one of the following options:
  • Default Value: If receiving store sales counts reporting, you may assign a 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.
  • Receipts (Dynamic, 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.
    • Receipt 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.

Retail, restaurant, and automotive OEM/regional dealer store types may receive measurement reporting that uses the following model types.

	Retail	Restaurants	Automotive
Store sales counts
Default value
Automated (Dynamic, US only)
Receipts (Dynamic)
Store sales (uploads) (Dynamic)

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. Match key types 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 results in your Google Ads account. We'll 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, restaurants, and automotive OEMs/regional dealer groups, you need to:

	Be a retail store, restaurant, or automotive OEM Have significant offline in-store transactions
	Receive store visit reporting based on location extensions (LEs) Have approximately 300,000 store visits in the last 90 days (For automotive only) Have store visits based on affiliate location extensions (ALE) instead of LEs
	Have sufficient survey data to meet relevant privacy thresholds

To be eligible for dynamic store sales values measurement via uploads for retail stores, restaurants, and automotive OEMs/regional dealer groups, you must meet the criteria above and:

	Upload transaction data regularly and consistently. We recommend daily uploads, or weekly at a minimum.
	Provide 30,000 transactions minimum within the last 90 days. You must regularly upload sufficient (for example, 10,000+) new transaction data from the last 30 days in order to maintain dynamic value reporting.
	Have over 500,000 aggregate ad interactions over the last 90 days from the following campaign types: Search Shopping Display Video Performance Max
	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 or 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.

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

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 the "Store sales" conversion action.
5. On the conversion action page, click Store Diagnostics.

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 (uploads) ISO 27001 certification

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