Google roles out new Conversion Tracking Feature with Store Visits in your Conversion Reports
Most Google Analytics accounts are not in the beta as of May 2019. So this feature is rolling out on a limited basis.
After reviewing many of our clients analytics reports, we noticed those that have store visits are also using Google Ads. They have linked there Google My Business locations to their Google Ads account. If the Google Ads account is also linked to Google Analytics, the Store Visits reports will be showing.