Google Ads Automates “Store Visits” Conversion Tracking Starting October 8

In a recent development, Google has announced that beginning October 8, it will automatically enable “Store Visits” conversions within its Google Ads platform. This update carries significant implications for advertisers who rely on conversion data to assess and optimize campaign performance.

What Does This Mean for Advertisers?

• Automatic Conversion Counting: When a user views or clicks on your ad and subsequently visits your physical store, Google will now automatically record this as a conversion.
• Assigned Default Value: Google will attribute a default value of $220 to each store visit conversion, regardless of whether the customer makes a purchase during that visit.
• Impact on ROAS and Bidding Strategies: These modeled conversions will feed into your Return on Ad Spend (ROAS) bidding strategies, potentially portraying your campaigns as more profitable than they truly are.

Implications and Concerns

While this feature aims to provide a more comprehensive view of ad impact, it raises important questions about data transparency and accuracy. On paper, capturing store visits seems beneficial—offering insights into offline engagement. However, the approach of assigning a fixed monetary value and automating conversion tracking can distort campaign metrics.

Critics argue that this method introduces assumptions about user intent and value, effectively filling in gaps with Google’s estimations. As it stands, ad auction data remains opaque—platforms determine what qualifies as a conversion and how much each conversion is worth. This lack of transparency can lead advertisers to overestimate campaign success and make decisions based on speculative data.

A Call for Greater Transparency

Ideal measurement systems should prioritize verifiable user intent. Advertisers should be empowered to define clear, trustworthy signals of interest rather than relying on modeled data or proxy actions. Moving away from opaque black-box algorithms toward transparent, user-declared intent would foster more accurate performance assessments and better marketing outcomes.

Conclusion

Starting October 8, Google’s automation of “Store Visits” conversions will likely influence how advertisers interpret their campaign data. While offering a broader perspective on offline engagement, it is essential for marketers to remain critical of the assumptions embedded within these metrics.

For more detailed insights, you can read the full article here: Search Engine Land.

*This overview was initially inspired by discussions on r/ownyourintent. We welcome feedback from media buyers and industry professionals