In 2015, e-commerce generated over $341 billion in sales. That’s a staggering figure! Surprisingly, though, Google data reveals that 90% of purchases still occur in physical stores, not online. This is precisely why Google Ads (formerly Google AdWords) introduced the “in-store visits” metric in 2014. introduced With the customer journey becoming increasingly intricate, Google aimed to provide businesses with a means to track how effectively their location-based PPC ads were driving foot traffic to their stores. Google has since tracked over a billion store visits. However, access to this valuable metric is not universal among businesses. In-store conversions were a major point of discussion at the Google Performance Summit – where Google unveiled Expanded Text Ads, new local search ads, and a sneak peek of the revamped Google Ads interface. Google assured attendees that this metric would soon be accessible to a broader range of businesses.

For local businesses, the synergy between the new Google Maps Local Search ads and in-store conversions presents an incredibly potent strategy. To prepare you, let’s delve into seven key aspects of Google Ads’ store visit conversions:

1. Demystifying Store Visit Conversions

Google estimates store visit conversions by analyzing users’ phone location history. This helps determine if someone who clicked your search ad subsequently visited your physical store. Google considers ad clicks from all devices: smartphones, desktops, and tablets. In-store conversion data empowers you to identify which ad campaigns, keywords, and devices are most effective in directing customers to your store. This allows for optimization and enhanced ROI. Note that it doesn’t guarantee a purchase – only a visit following an ad click. Google aims to equip you with data to assess the offline value of your ad expenditure. In under two years, advertisers across retail, restaurants, travel, automotive, and finance have recorded over a billion store visits globally. To safeguard privacy, in-store conversion data is anonymized and aggregated, derived from users who have enabled Location History. A conversion cannot be linked to a specific ad click or individual. Furthermore, as Matt Lawson, Director of Performance Ads Marketing at Google, wrote on Search Engine Land: “Mere proximity to a store doesn’t automatically register as a visit. There are additional factors at play. We recognize that a fleeting one-minute visit differs significantly from a more substantial thirty-minute visit. The former could merely indicate a shopper passing through en route to a different destination. Conversely, excessive time spent at a location can also be telling. Employees who frequent stores in extended, discernible patterns are not classified as store visitors.” For a visual explanation, watch Google’s official overview video on Google Ads Store Visits Conversions:

2. Unveiling the Technology Behind Store Visit Measurement

Google Maps possesses precise coordinates and boundaries for millions of businesses worldwide. Leveraging this, the Google Ads team collaborated with the Google Maps team. Their goal was to correlate location history from countless users with Maps data for over two million businesses. Google employs a multifaceted approach, integrating numerous signals to measure visits. Marketing Land Some of these signals include:

• Data from Google Earth and Google Maps Street View.
• Mapping coordinates and boundaries of millions of stores globally.
• In-store Wi-Fi signal strength.
• GPS location signals.
• Google search query data.
• Visit behavior patterns.
• A panel of over a million opted-in users provides on-ground location history to validate data accuracy and enhance modeling. To ensure precision, Google conducted a survey of over five million people, confirming their actual store visits. This data refined Google’s algorithms, resulting in a claimed 99% accuracy rate.

3. Recent Developments in Store Visits

At the Performance Summit, Google announced the recent expansion of in-store visits to manufacturers, such as automakers, enabling them to track dealership visits. A case study highlighted how Nissan UK utilized store visit conversion data. By identifying keywords and campaigns driving customers to dealerships, they achieved a 25x ROI increase. The data allowed them to map buyer journeys, reaching customers at crucial research stages. Astonishingly, they discovered that 6% of their mobile ad clicks translated into dealership visits – significant considering the average consumer visits a dealership only twice before a purchase. For a deeper dive, watch this video from Google Ads:

Last year, Google shared two more case studies showcasing how PetSmart and Office Depot leveraged store visit data.

4. Beacons: Enhancing Accuracy

Google is currently exploring beacon technology to further enhance its algorithm. The company is investigating the use of Bluetooth Low-Energy (BLE) beacons for improved in-store analytics and visit tracking. A BLE beacon pilot program is underway, aimed at benefiting businesses operating in smaller locations. This ensures that Google captures and provides the most accurate location data with minimal effort.

5. Quantifying Incremental Store Visits

While a majority of purchases occur in physical stores, digital channels – particularly paid search – play a crucial role in the research and purchase process. To quantify the offline impact of mobile search ads, Google conducted a study. Ten major U.S. retailers, including Target and Bed, Bath & Beyond, participated. The study’s key finding was that incremental store visits driven by mobile search ads often surpassed the number of online purchase conversions. Essentially, these store visits would likely not have occurred without the influence of mobile search ads.

6. Gaining Access to Store Visit Conversions

Store visit tracking is currently available to over 1,000 advertisers across 11 countries, with wider availability promised soon. Contact your account manager to inquire about activating this feature for your business. Eligibility criteria include:

• Operating multiple physical stores in an eligible country.
• Receiving “thousands” of ad clicks and “many” store visits monthly.
• Linking your Google My Business account to your Google Ads account.
• Enabling location extensions.

7. Locating Visit Conversion Data

Store visit conversions are integrated into the “All conversions” column within your campaign reports. You might need to add this column if it’s not already visible. Store visit data is accessible at the campaign, ad group, and keyword level. You can further segment this data by device. Google provides detailed instructions on how to access this data. here