Summary
Assign a value to store visit conversions to maximize total sales. Smart Bidding optimises only for the conversion actions and values it is given, so valuing store visits and including them in the Conversions column aligns bidding with total company revenue rather than eCommerce-only ROAS.
Nitin Batra is a Google Ads Search certified professional who configures store visit conversions, conversion values and value based bidding strategies for omnichannel retail accounts.
Last updated: August 22, 2026
- Switch to manual CPC for better control.
- Assign a value to store visit conversions to maximize total sales.
- Decrease the daily budget to protect margins.
- Add negative keywords for online-only shoppers.
The correct answer is: Assign a value to store visit conversions to maximize total sales.
Key Takeaways
- – Assign a value to store visit conversions and keep them in the Conversions column so Smart Bidding maximises total online and offline sales.
- – Store visit values are edited under Tools and settings, Conversions, Summary, by opening the Store visits action and setting a value plus the Include in Conversions toggle.
- – Smart Bidding optimises only for the conversion actions and values you feed it, so any revenue left unvalued is effectively invisible to the algorithm.
- – Store visits are modelled and need eligibility such as verified Business Profile locations and enough store traffic data, so the value should be a considered average, not a guess that inflates ROAS reporting.
How do I calculate a value for a store visit conversion?
Take the average in store transaction value and multiply it by the share of store visitors who actually buy. If 30 percent of visitors purchase and the average basket is 2,000, each visit is worth roughly 600. Keep the method documented and revisit it every quarter, because seasonality and basket size shift the number.
Why does eCommerce-only ROAS mislead an omnichannel retailer?
It measures one revenue stream while the ad spend drives two. Campaigns that push footfall to stores look inefficient because their offline revenue never reaches the Conversions column. Over time the bidder shifts budget away from those campaigns, which quietly reduces total company revenue while the online ROAS chart looks healthier.
Should store visits be included in the Conversions column or only in All conversions?
If you want Smart Bidding to bid for them, they must be in the Conversions column with a value assigned. Actions sitting only in All conversions are reported but never used by the bidding strategy. Many accounts leave store visits in All conversions by default, which is exactly the gap in this scenario.
Does switching to manual CPC give better control over offline outcomes?
No. Manual CPC removes the auction time signals that Smart Bidding uses and still gives the system no information about store revenue. The problem here is the conversion setup, not the bid type. Fix the value definition first and let Target ROAS or Maximize Conversion Value work with the complete picture.
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