You can perform upstream integration with Google Offline Conversions connector as a standard setup. Google Ads Store Sales Improvements (SSI) program enables tracking of offline conversions such as in-store purchases and physical retail transactions to measure return on ad spend. CDP automates the upload of your offline conversion data to Google Ads through API integration to provide default transaction, export templates with options for customization. Google Ads attribution metrics are estimates based on proprietary calculations and not exact measurements.

Capabilities

• Standard Setup: Create a pull connector to transfer your data through your Google Offline Conversion with assistance from Acquia Support or Acquia Professional Services to ensure that it aligns with file structure policies.

• Custom Variable Segmentation: Enable advanced reporting segmentation by product category, store location, or custom business dimensions using Store Sales Custom Variables for deeper performance insights.

• Migration to Store Sales Improvements (SSI): Migrate from Store Sales Direct (SSD) with automatic conversion creation, historical data retention, and guided re-upload process for continued reporting accuracy.

Use Cases

• Marketers can identify which campaigns drive in-store revenue by location to optimize budget allocation across geographic regions and store clusters.

• Marketers can connect online ad interactions such as clicks and impressions to offline purchase events, and attribute in-store revenue to specific keywords, ad groups, and campaigns.

• Marketers can analyze conversion rates by product category using custom variables to identify high-performing product lines and refine campaign targeting.

Migration from Store Sales Direct (SSD) to Store Sales Import (SSI)

If you used Store Sales Direct (SSD), Google Ads has automatically migrated your account to the new Store Sales Import (SSI) feature. The following are the points that you must consider:

• Google has renamed your Store sales conversion to Store sales (direct upload) and marked it as removed.
• Google has created a new store sales conversion for SSI.
• You can access your historical SSD data under the old Store sales (direct upload) conversion.
• You must re-upload 30-90 days of transaction data to the new store sales conversion.
• Your store sales reporting may adjust due to methodology improvements in SSI.

Google Ads accountrequirements

Ensure that your Google Ads account meets the following requirements:

Account requirements

• Track store sales data in a Customer Relationship Management (CRM) system.
• Have a loyalty program or other ways to collect customer information associated with offline transactions.
• Upload transaction data at least once a week.
• Receive >500,000 search clicks in the last 90 days from both text and/or Product Listing Ads (PLA).
  • Google verifies the volume of your clicks during the allowlist process.
  • Google rejects the accounts with insufficient clicks.
• Have at least 6,000 identified offline transactions per month (per country).

Store visits requirements (mandatory)

• Enable store visits data. SSI requires physical store locations and active store visits tracking.
• You must have at least 300,000 reported store visits in the last 90 days (recommended minimum for sufficient reporting volume).
• Enable Location Extensions to receive store visits and store sales reporting.

Limitations

• Upload Processing Time: A single upload can take 24 hours or longer because Google Ads matches uploaded hashed personally identifiable information to its backend identity graph before attribution calculation begins.

• Attribution Window: Google Ads tracks and attributes up to 90 days of transaction history. Transaction history beyond 90 days does not attribute to ad campaigns.

• Default Value Behavior: After migration to SSI, if you do not provide a recent upload, system uses a default value of $1 until a new upload with sufficient eligible data is provided. This may impact initial reporting.

• Historical Data Separation: Historical data from SSD migrations remains under the old conversion type Store sales (direct upload). You must reference this data separately for historical reporting.

Google Ads - Offline Conversions