Abstract: An online system promotes physical store visits by presenting users with content items for a physical store location and subsequently logs visits of online system users to the physical store location to track performance of a campaign associated with the presented content item. The online system registers attention events associated with the presented content items and registers attention events as store front visit conversion events if, within a predetermined period of time from a valid attention event, a user has subsequently gone in and visited the physical store front location. The online system then uses this store visit data to build a model that optimizes for store visits as a conversion.