Google has quietly revealed it will be discontinuing store visits reports from Google Analytics at the end of October.
While historical data will still be viewable on the reporting platform for the indefinite future, however, data will stop being generated by the end of the month.
The news was revealed in an update added without fanfare to the Google Analytics help page.
“On 10/31/2022, Store Visits reporting will be discontinued. As of this date, new Store Visits reporting will not be generated. Historical Store Visits reporting will remain available. Please reach out to your account manager if you have any questions.”
As the name suggests, Store Visits data estimates how many people have visited your physical store or business location after visiting its website.
This is done by correlating data saved from a user when they visit the website with data from phones with location history data if that device ever comes into close proximity to your store location.
This of course means the data does not track users who have location history disabled on their account.
Brands that rely on this data will be able to access it instead in Google Ads, where new data will continue to be gathered and reported. However, brands only have access to this feature if your Google Analytics account is linked to a Google Ads account.
Other than having to switch which platform you use to access your data, store visits reporting will be otherwise uninterrupted during this switchover.