Google Store Visit Data
Updated: Sep 5, 2020
Find out what Google's Store Visit metric is, and how you can start to utilise in reporting and campaign setup.
Google Ads is a great tool for driving online sales. Sales can be reported at last click or attributed level – quantifying the success of your campaigns. This is however, just half a picture.
Store Visit data in Google is becoming more rigorous and with Google’s new products, such as Local Campaigns, it’s definitely a growing metric in PPC.
Google’s Store Visit metric is based on users who click your ad and then visit one of your stores within 30-days of the click. Tracking is possible through Google’s location data (maps and GPS), and store locations are those found in Google My Business.
There are some minimum requirements for click volumes and footfall, and it’s not available in all markets yet, however it can be a really valuable metric to report.
Already recording Store Visits? Here’s some tips for using the data.
Reporting store visit data - A first step would be to create a column for estimated revenue from Store Visits. Incorporating this data into reporting will help to pain a fuller picture of performance, and the value your PPC spend is driving.
Promoting In-Store Products – Some your products aren’t going to sell online. If you were only reporting online sales, it’s unlikely you’d put spend into these products, based on poor performance. However for overall business performance, supporting these products online can be really useful. With Store Visit data, you can start to understand the value drive by these products.
Driving In-Store Traffic - As you become more confident in the quality of Store Visit data, you can start to run campaigns aiming to drive users in store. Whether via search keywords or Google Local Campaigns – Google’s new ad format that can display ads in Maps, Search, YouTube and Display.
Interested in setting up store visit tracking? Get in touch with our team.