Prerequisites
You need a Google Ads account that meets Google’s store sales eligibility requirements, transaction data that includes a customer identifier (email, phone, or both) alongside value and timestamp, and consent collected for ad measurement use. Accept Google’s customer data terms in the account before starting. Your data source can be a POS export, CRM, or warehouse table that Signals can read on a schedule.
Step 1: Create the store sales conversion action
In Google Ads, create a conversion action of type “Store sales” with the data source set to direct upload. Set the conversion value settings to use the value in your transaction data.
Step 2: Connect Google Ads as a destination in Signals
Choose Google Store Sales Conversions from the destination catalog, authorize, and select the store sales conversion action you just created.
Step 3: Connect your transaction source
Point Signals at your POS export bucket, CRM, or warehouse table. Set the sync schedule; daily is the standard for store sales and keeps transactions well inside the attribution window.
Step 4: Map the transaction fields
Map customer email and phone (Signals normalizes and SHA-256 hashes them), transaction value, currency, and transaction time. Filter out returns and staff transactions at this step if your export includes them.
Step 5: Go live
Enable the connection. Signals formats, hashes, and uploads each batch to Google, handling partial failures and retries.
Verify
In Google Ads, open the conversion action’s diagnostics. Uploads appear within hours; matched store sales conversions typically start reporting within a few days as Google completes matching and validation. Compare the upload counts Signals reports against your source data, and expect Google to match a subset since only customers with ad exposure and matchable identifiers count.
Troubleshooting
If uploads are accepted but no conversions report, your account may still be completing Google’s store sales validation, which can take several days on first use. If match rates are low, audit identifier quality at the POS; receipts with no email or phone captured cannot match. If values look wrong, check the currency mapping per store region. If transactions arrive too old to attribute, tighten the export schedule from your POS.