The shop sales measurement feature in Google Ads is an online-to-offline ads measurement solution that quantifies digital ad impact on offline purchases. It uses a comprehensive array of data sources, such as ad interactions, shop visits, Google Opinion Rewards (GOR) surveys, first-party transaction data (optional), data from third-party partnerships (US only) and user-shared receipts through GOR (select markets) to estimate in-store transaction count and value driven by Google Ads. Powered by AI and machine learning, it ensures data integrity and privacy, reporting only the aggregated and privacy-centric offline conversion data.
Shop sales measurement offers you the opportunity to:
- Unlock the omnichannel potential of your digital advertising strategy: Use shop sales data to uncover hidden synergies between your digital advertising efforts and offline sales performance. By analysing the impact of each touch point across the customer journey, you can identify areas for optimisation and maximise the return on your advertising investments. This comprehensive approach empowers you to make data-driven decisions that drive sustained growth and profitability for your business.
- Include shop sales conversions into your Smart Bidding strategies: Shop sales measurement unlocks the opportunity to include shop sales conversion counts and values into Smart Bidding strategies and optimise towards both online and offline conversions.
- Upload your own first-party shop sales data to enhance shop sales dynamic value reporting: Add custom variables to access more granular reporting.
- Build Customer Match lists based on first-party shop sales data: Use your first-party shop sales data to create Customer Match lists based on segments of existing customers to optimise bids or deliver tailored messages at the relevant moment. Learn more about Using shop sales data with Customer Match.
Shop sales measurement overview
Shop sales measurement provides shop sales counts and shop sales values reporting, with values reporting offering a few different options. You can use shop sales measurement if you meet the eligibility criteria. Learn more About shop sales availability and eligibility.
- Shop sales counts (number of shop sales conversions): Shop sales counts automatically report the estimated number of in-store sales transaction counts impacted by ad interactions. Counts reporting leverages a comprehensive set of data signals, which include:
- Google's aggregated shop visits data. Learn more About shop visit conversions.
- Survey data from Google Opinion Rewards. Over 10 million engaged users voluntarily share valuable insights into their shop visits.
- Ad event data (such as type of ad or time of ad engagement).
- Time spent in the shop.
- Shop sales values (value of shop sales): Shop sales values report the estimated in-store revenue impacted by ad interactions. The two models that drive this insightful values reporting are listed below:
- Default value reporting: Assign a static average order value to your automated shop sales transaction counts within your Google Ads account. This value is available to all eligible shop sales counts advertisers and provides a basic estimate of in-store sales revenue. However, it may not reflect dynamic fluctuations.
- Dynamic values reporting: Shop sales dynamic values reporting is of two different types, manual and automated. Both models leverage ad event data, such as type of ad or time of ad engagement and shop sales signals.
Dynamic shop sales value model types
Shop sales dynamic value reporting is available through the following two options:
- Manual dynamic values: Leverage your hashed in-store transaction data to power dynamic values with greater accuracy. Our system models average the shop sales values based on your uploaded, consented first-party data, ensuring optimal matching and attribution. This feature is available to all eligible shop sales counts advertisers. Learn more about the different upload methods available.
- Automated dynamic values: Access shop sales dynamic values reporting through Google’s automated dynamic value solution, eliminating the need for manual data uploads or default value setup. This data-driven measurement solution leverages data from third-party partnerships (US only) or user-shared receipts through the Google Opinion Reward app. Automated dynamic values reporting is subject to availability and eligibility. Check with your Google Account manager if you’re eligible.