If you’re an advertisers who has store visits data displaying in your Google Ads account, you can now segment that data to look at new versus returning store visitors.

If advertisers are measuring store visits from people who engaged with their Google Ads, they’ll be able to analyze how many visitors are new or repeat customers.

This segmentation can help advertisers better understand how campaigns are driving incremental store visits or loyalty from customers who have been there before.  Advertisers, with this information, can focus budget and bids on the areas that are most important to them.

Store visits reports can be segmented based on the time period you’ve selected for the “customer lapse window.”

The following are more details on this new segmentation:

  • To report on returning users, you can select a conversion window of: 180 days (this is the default), 90 days, 60 days, custom between 1 and 180 days)
  • Creating a custom column for Store Visits conversions and then segmenting by “new vs. returning customers” under the Conversions drop down is a quick way to see that data.
  • For more on how to see store visits data in Google Ads, see this help center page.
  • Google announced additional updates for store visits at SMX East last week, including the ability to use Smart Bidding.

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