Google Ads auto-enables ‘Store Visits’ conversions, sparking concerns

Google is set to automatically add Store Visits as a primary conversion type – with a pre-set value assigned by Google itself. Some advertisers say this move could inflate performance metrics without reflecting real sales.

• Advertisers received notices from Google stating that, starting Oct. 8, a store visit value of about $220 will be applied to their accounts.
• Unless opted out, the change will roll into campaign reports and impact bidding strategies such as target ROAS.

Why we care. By assigning its own monetary value to offline visits, Google effectively increases reported conversion value and ROAS. That could lead to higher spend – but not necessarily higher revenue.

The details. Google explains that the change gives advertisers “a more complete picture” by combining online and offline conversions. Reports will show higher total conversion values and ROAS, since store visits are factored in.

Advertisers can opt out via a form before the deadline, or manually reverse changes after Oct. 8.

Between the lines:

• Store Visits conversions are modeled estimates, not verified sales.
• By auto-enabling them with a fixed value, Google blurs the line between genuine transaction revenue and estimated offline activity.

First seen. This update was brought up by Kim Petersen, managing director of GeniAds, who shared the email informing him of this update:

Bottom line. For advertisers, the update could make campaign performance look stronger on paper while masking the gap between ad spend and real-world sales.