Summary
The retailer should implement store sales measurement. It imports real transaction data from the point of sale or CRM into Google Ads and attributes that revenue to the ads that drove the visit. Bidding strategies and sitelink descriptions do not measure anything offline.
Nitin Batra is a Google Ads Search certified professional who configures offline and store sales conversion imports for retail accounts and manages the Smart Bidding strategies that run on that data.
Last updated: August 22, 2026
- Maximize clicks
- Sitelink descriptions
- Target impression share
- Store sales
The correct answer is: Store sales
Key Takeaways
- – Store sales is the measurement a retailer should implement to link online ad spend to physical, in-store results.
- – You create it under Goals, Conversions, Summary, New conversion action, and feed it hashed customer data from your point of sale or CRM.
- – Store sales gives Smart Bidding real revenue signals, so bid strategies like Maximize conversion value can account for offline purchases.
- – Match rates depend on the quality and volume of customer data you collect, so retailers with weak loyalty capture will see limited attributed sales, and store sales conversions are usually reported with a delay of several days.
What is the difference between store sales and store visits in Google Ads?
Store visits counts estimated trips to your physical location after an ad interaction, based on location signals from users who have Location History on. Store sales goes a step further and reports actual transaction value from your own sales records. Visits tell you someone walked in, sales tell you how much they spent.
Where do you set up store sales conversions in the Google Ads interface?
Go to Goals, then Conversions, then Summary, and click New conversion action. Choose Import, then Store sales, and follow the flow to either upload transaction data directly or connect a third party data partner. You will also need Google Ads Data Manager or the offline conversion import flow to keep the uploads running on a schedule.
Do I need customer contact information to use store sales measurement?
Yes, for direct upload you need hashed customer identifiers such as email addresses or phone numbers captured at the point of sale, along with transaction time and value. Google matches those hashes against signed in accounts to credit the sale to an ad interaction. If you do not collect that data, the third party partner route is the alternative, though availability varies by country.
Can store sales data be used by Smart Bidding strategies?
Yes, once store sales conversions are imported and included in the Conversions column, strategies such as Maximize conversion value and Target ROAS will bid towards them. This is the main reason to implement it, because bidding on clicks alone ignores where the revenue actually lands. Give the account a few weeks of consistent uploads before judging performance, since the data arrives with a lag.
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