Google Ads Auto-Enables Store Visits, Raising Privacy Concerns
▼ Summary
– Google will automatically add Store Visits as a primary conversion type with a pre-set value of about $220 starting October 8.
– This change will inflate reported conversion values and ROAS in campaign reports and affect bidding strategies like target ROAS.
– Advertisers can opt out via a form before the deadline or manually reverse the changes after October 8.
– Store Visits are modeled estimates, not verified sales, potentially blurring the line between real revenue and estimated offline activity.
– The update may make campaign performance appear stronger on paper while masking the gap between ad spend and actual sales.
Google is preparing to automatically activate Store Visits as a primary conversion type, assigning a preset monetary value of approximately $220 per visit. This move, set to begin on October 8, has raised concerns among advertisers who worry it may artificially inflate performance metrics without a corresponding increase in actual sales.
Advertisers have started receiving notifications from Google indicating that unless they actively opt out, this change will be integrated into their campaign reports. The update will also influence automated bidding strategies, particularly target return on ad spend (ROAS), potentially encouraging higher ad expenditure without guaranteeing improved revenue outcomes.
Google defends the shift by emphasizing that it offers a more holistic view of campaign effectiveness by merging online and offline conversion data. The company asserts that incorporating store visits provides a fuller understanding of customer behavior. However, critics point out that these store visit conversions are modeled estimates rather than verified transactions. By applying a fixed value to each visit, Google risks blurring the distinction between genuine sales revenue and speculative offline engagement.
The automatic inclusion of Store Visits was first highlighted by Kim Petersen, Managing Director of GeniAds, who shared an official communication detailing the upcoming adjustment. Advertisers retain the option to decline participation by submitting an opt-out form before the deadline or manually reverting the settings after October 8.
For many businesses, the central concern is that this update may make campaigns appear more successful on paper while obscuring the actual relationship between ad investment and tangible sales results. Without careful monitoring, advertisers could end up allocating budget based on misleading performance indicators.
(Source: Search Engine Land)
