The following are the steps to configure and enable offline conversion tracking for the Google Ads Store Sales Integration (SSI) program. The process allows you to migrate your existing store sales data uploads to the new Google Ads SSI program. This ensures that your store sales data continues to be reported accurately within your Google Ads account.

Step 1: Confirming eligibility and request allowlisting¶

Client and CDP Support Actions¶

• Confirm eligibility for the Google Ads SSI program allow list.
• Verify that store visits data is enabled and that it receives sufficient volume (300K visits in last 90 days recommended).
• Verify that Location Extensions are enabled in your Google Ads account.
• Determine which Google Ads accounts perform offline conversion tracking.
• Provide the account's customer ID to your CDP and Google Ads.

Account Selection Considerations¶

• Select a manager account to track conversions across the child Google Ads accounts.

• CDP serves as the manager for the account to ensure uploading of the offline conversions, as Google Ads allows one manager per account.

Request Allowlisting¶

• Contact your Google Ads representative to request allowlist access for the SSI program. This enables CDP to call the OfflineUserDataJobService API on your behalf using your customer IDs.
• Once allowlisted, Google creates a new conversion action named Store sales in your account. If you previously used Store Sales Direct (SSD), the old conversion is renamed to Store sales (direct upload) and marked as removed.

Step 2: Enable offline conversion tracking¶

Google Ads does not perform conversion tracking in all Ads accounts by default. The client must set up an offline conversion tracking action for store sales in an account that has read access to the child Google Ads (GA) account that executes the ads. For detailed information about the process, refer to the following GA documentation:

• Track offline conversions
  • About offline conversion tracking
  • Set up offline conversion tracking
  • About store sales conversions
  • Set up store sales (direct upload) conversion tracking
  • Fix issues with importing Store sales (direct upload) conversions
  • Upload offline transactions
• Conversion tracking for manager accounts
  • About cross-account conversion tracking
  • Set up cross-account conversion tracking

Step 3: Link Google Ads accounts¶

Before you configure Google Ads accounts, review the Google Ads documentation About linking accounts to your manager account. Here are the steps:

1. Client Action: Find your Google Ads Customer ID within your Google Ads Account and provide it to CDP.
2. Client Action: Grant CDP's Google Ads Manager Account permission to manage or access your Google Ads account.
3. CDP Action: CDP initiates the request for manager access to your Google Ads account.
4. Client Action: Accept the access request within your Google Ads Account.

   1. Check the email that is attached to your Google Ads account for the notification.

   2. Log in to your Google Ads Account.

   3. Go to Tools → Setup → Linked accounts.

   4. Go to the MANAGERS tab to access the request.

   5. Click Accept.

Step 4: Configure and execute exports¶

Once the accounts are linked, CDP sets up and automates the exports.

• For SSI Migration:

  • CDP exports 30-90 days of transaction history to the new Store sales conversion name.

  • This re-upload after migration ensures reporting.

  • CDP schedules daily incremental exports.

• For New SSI Implementation:

  • CDP exports 90 days of transaction history to the Store sales conversion.

  • CDP schedules daily incremental exports.

• To verify uploaded data:

  • Go to your Google Ads account.

  • Go to Tools → Measurement → Conversions.

  • The data appears in the All Conv. column under the Store sales conversion action.

Configuring store sales custom variables¶

For advertisers who need to segment reporting, for example by product category, store location, or product line, SSI offers Store Sales Custom Variables as a replacement for multiple conversion labels.

Requirements:¶

• Google Ads API must use custom Variable feature.

• The account must be allowlisted for SSI.

• The data must be uploaded in custom Variable format.

Setup Steps:¶

• Google: Allowlists the advertiser to SSI and creates a new conversion action.

• Client: Creates custom variables in the Google Ads interface.

• CDP Support: Configures the upload format to include custom variables.

• CDP Support: Uploads 90 days of data using the custom Variable format.

• Google: After custom variables are created and 90 days of data are uploaded, reporting backfills 35 days within the new Store sales conversion type.

Upload Format Options:¶

• UI Uploads: Follow Google's formatting instructions for custom variables

• API Uploads: Follow SSI migration uploader specifications in the Google Ads API Developer Guide

For API support with custom variables, contact: [email protected]

Troubleshooting¶

After Migration to SSI:¶

• If reporting shows $1 values initially: No recent upload was processed. Re-submit 30-90 days of transaction data to the new Store sales conversion.

• Reporting value discrepancies: Store sales reporting may differ from SSD due to methodology improvements in SSI.

• Accessing historical data: Historical data remains available under Store sales (direct upload) conversion type.

• Missing store sales data: Ensure Location Extensions remain enabled to maintain store visits and store sales reporting.

• Low reporting volume: Verify store visits volume meets minimum thresholds (300K in last 90 days recommended).

General Issues¶

• Upload failures: Verify conversion name in upload matches exactly (case sensitive) the active Store sales conversion in Google Ads.

• After renaming conversion: If you rename the conversion in Google Ads, update CDP configuration.

• Stale audience lists: Re-create any custom audience lists from store sales uploads after migration, as it gets old.