View your store sales conversions

It can take 2-7 days for your store sales conversions to show up in your Google Ads reporting after being successfully allowlisted. You can view store sales conversions in the “Campaign”, “Ad groups”, and “Keywords” reports. Ensure you add the "All conversions" and “All conversion values” columns to your reports before you start doing any analysis.

For store sales uploads, keep in mind that it can take up to 7 days (after approved upload) for conversions to show up in your Google Ads account.

Access reporting through predefined columns

Predefined store sales columns are automatically available at campaign or ad group level if an account is allowlisted for store sales. Check the list of predefined store sales columns below:

Store sales conv. count	Store sales conversion count is the number of sales in your physical stores that occur after ad interactions. Ad interactions include clicks for text ads and views for video ads.
Store sales conv. value	Store sales conversion value is the total value of sales in your physical stores that occur after ad interactions.
Store sales visit-to-purchase rate	Store sales visit-to-purchase rate is the percentage of store visits that lead to a purchase.
Store sales interaction-to-purchase rate	Store sales interaction-to-purchase rate is the percentage of ad interactions that lead to a store sale.
Store sales avg. conv. value	Store sales average conversion value is the average conversion value of a store sale.
Store sales CPA	Store sales cost per action (CPA) is the average amount you paid for a store sale.
Store sales ROAS	Store sales return on ad spend (ROAS) is the average conversion value of an ad interaction.

Add a custom column for store sales

It is recommended to use the predefined columns as outlined here, however, if you wish to create your own custom column, follow the below instructions:

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns dropdown.
3. Click the Columns icon above the statistics table.
4. Under "Modify columns for campaigns", click + Custom column.
5. In the "Name" field, enter the name of your new column. This name will be displayed in the header.
6. 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.
7. Click + Column, then click the Conversions dropdown menu.
8. Select Conversions, then select All conv. or View-through conv.
9. In the list below, click Conversions, then select Conversion source.
10. Under "Filter conversions by" click the checkbox beside “Store sales”.
11. Click Save. The new custom column is automatically added to your columns.
12. 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.

Learn how to Create custom columns.

Store sales reporting availability

Store sales reporting is available for the following campaign types:

• Search
• Shopping
• Video
• Display
• 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 dropdown 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".

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 dropdown in the section menu.
3. Click Summary.
4. Click View all conversion actions at the top right of the table.
5. Click the Columns icon above the statistics table.
6. Use the search bar beside “Modify columns for conversion actions” to look up All conv., View-through conv., and All conv. Value.
7. 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 dropdown in the section menu.
3. Click Summary.
4. Click View all conversion actions at the top right of the table.
5. Click the Segment icon above the statistics table.
6. In the “Group rows by” dropdown, click 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: 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 dropdown in the section menu.
3. Click Summary.
4. Click View all conversion actions at 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).

Google Ads predefined reports

Leverage Google Ads’ predefined template reports under Report editor to access more granular store sales reporting. For example, the Distance report, which gives you the insights into the aggregated sales patterns of customers who are close to a store differ from those who are further away.

In order to pull this report, follow the steps below:

1. In your Google Ads account, click the Campaigns icon .
2. Click Insights and reports.
3. Go to Reports editor and scroll down to find the template gallery
4. The Distance report can be found under “When and where ads showed”.

Store sales use cases

There are 3 core use cases for store sales measurement: Omnichannel measurement, customer list integration, and Smart Bidding.

1. Omnichannel measurement: Store sales measurement helps you understand the full omnichannel value of your online investments. The customer research and shopping path is complex and often includes many online (and offline) touchpoints before purchasing offline or online. Store sales helps you map out how online interactions lead to offline sales, and thereby calculate the true ROAS of your Search, Shopping, Display, Video, and Performance Max investments. You can gain insights and inform your business strategy by segmenting data by device, campaign, ad group, or keyword.

2. Customer list integration: You can opt to use uploaded store sales data for Customer Match creation. Customer Match allows you to segment your data and tailor messages to a subset of customers or increase bids on high-value customers.

3. Smart Bidding: Include store sales conversions in your conversion-based or value-based Smart Bidding strategies to either maximize in-store sales or values.