About local actions conversions

Local actions conversions measure local engagements, such as call and direction requests, for your physical store. Using local actions conversions can help you understand which ads help bring in customers to your local business.

Local actions are counted when a user performs an action specific to your physical store, such as clicking on the call or directions button. This can happen during or after interacting with an ad for your store. For example, a user searches for “coffee near me” and clicks on a coffee store’s Search ad. They then visit the Business Profile for the coffee store’s New York location and click on the “Directions” button. This interaction would be recorded as one “Directions” local actions conversion.

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How local actions conversions work

Below is an example of how local actions conversions work for “Directions”:

  1. A customer discovers an ad for your store in their local area and interacts with it.
  2. The customer clicks on the “Directions” button to navigate to your local store.
    • Note: The customer can click on the “Directions” button either in your ad or on a later organic search result for your store. The default click-through window for local actions conversions is 30 days, and this can be viewed and edited in the conversions goal page.
    • This interaction is recorded as a “Directions” local actions conversion.

How to use local actions conversions

An animation demonstrating how a user tapping on the Call or Directions buttons in Search report as local action conversions in Google Ads.

  1. Reporting: Local actions conversions provide insights into which campaigns, keywords, and devices drive the most local engagement to your business.
  2. Optimization: You can include local actions conversions in your smart bidding strategies to encourage more customers to interact with and visit your local business.

Eligibility

Local actions conversions are available for all advertisers with active location assets. Learn more About location assets.

Note: Local actions reporting will show you the performance of locations in all eligible countries that have location assets, or affiliate location assets, available. However, reporting on sensitive locations is restricted. This includes but is not limited to locations related to healthcare, religion, sexual content, and children. Learn more about Google Ads policies.

Availability

The following local actions conversions are available:

Local action Description Available for reporting Available for bidding
Directions This metric tracks the number of "Directions" or “Start” (navigation) clicks on your business locations, while or after engaging with your ads. Yes Yes, only in Performance Max and Search campaigns
Clicks to call This metric tracks the number of “Call” clicks on your business locations, while or after engaging with your ads. Yes Yes, only in Performance Max campaigns
Website visits This metric tracks the number of “Website” clicks on your business locations, while or after engaging with your ads. Yes No
Other engagements This metric tracks the number of clicks on additional user actions. For example, “Share Location", "Save", "Photos", "More Info", "Place Exploration", and more, while or after engaging with your ads. Yes No
Orders (Vertical specific)

This metric tracks the number of “Order” clicks on your business locations, while or after engaging with your ads.

  • Note: This metric is only available for businesses with the “Order” click option.
Yes No
Menu views (Vertical specific)

This metric tracks the number of menu clicks on your business locations, while or after engaging with your ads.

  • Note: Only available for businesses with the “Menu” click option.
Yes No

Bidding and campaign type

The following campaign types can bid to local actions conversions:

  • Search
  • Performance Max
    • Performance Max for store goals: Campaigns optimizing to only offline conversions. Learn more About Performance Max for store goals.
      • Note: Store visits conversion tracking is not a requirement to launch Performance Max for store goals. You can launch Performance Max campaigns for store goals, optimizing to local actions conversions.
    • Performance Max with omnichannel goals: Campaigns optimizing to both online and offline conversions
Note: Only “Local actions - Directions” bidding is available for Search campaigns.

Smart Bidding

If you’re looking to maximize conversion volume or ROAS, consider using Smart Bidding for local actions. Smart Bidding for local actions allows you to tap into local signals and find customers interested in engaging with your store. Set a value for local actions, and include local actions in your biddable conversions in select campaigns.

Maximize conversion value (with optional target ROAS) is recommended in Performance Max campaigns for advertisers with local actions. Make sure appropriate conversion values are assigned to your local actions when using maximize conversion value.

Smart Bidding for local actions is supported in the following campaign types and bid strategies:

Campaign type Bid strategies
Performance Max campaigns
  • Maximize conversion value (with optional target ROAS)
  • Maximize conversions (with optional target CPA)
Search campaigns
  • Maximize conversions
  • Maximize conversion value
  • Target CPA
  • Target ROAS
Note: Policies for reporting local actions conversions are the same as those for store visits reporting, and are not available for advertisers in sensitive location categories related to healthcare, religion, adult content, and children. Learn more about Google Ads policies.

Set up

To automatically set up local actions conversions, make sure that your location assets are correctly set up and activated. When these assets are active, Google Ads will automatically create the necessary conversion goals, including "Clicks to call" and "Local actions - Directions".

Here's a brief recap of the steps involved:

  1. Set up location assets in your Google Ads account.
  2. After the location assets are active, your account must receive at least one conversion for the relevant local actions conversion goal. The local actions conversion goal will then be automatically created as a Google-hosted goal.
  3. To bid towards local actions, include them as a campaign-level goal in your Performance Max and Search campaigns. Learn more About campaign-specific conversion goals.

Bulk edit campaigns to add local actions conversion (LAC) goals

You can bulk edit campaigns and make multiple changes in your account at the same time. This section explains how to select multiple campaigns in your Google Ads account and add LAC goals.

Instructions

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop-down in the section menu.
  3. Click Campaigns.
  4. Check the box next to the campaigns that you want to add LAC goals.
  5. Click the Edit drop-down in the blue bar above the table.
  6. Select Update conversion goals.
  7. Select the LAC goals you’d like to add.
    1. For example, to add “Local Actions - Get Directions”, select Add goals and choose Get Directions.
    2. Click Apply.

Reporting

Local actions are available in the “All conversions” column of Google Ads. You can view local actions conversions reporting in Google Ads in the following ways:

Conversion goals page

  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Click View all conversion actions at the top-right, above the “Conversion action” table.
  5. You can filter the table by "Conversion Action" to view local actions metrics at the conversion level.

Campaign overview page

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. Add the “All Conversions” column to the table.
  5. You can filter the table by "Campaign segment" to view the local actions metrics at the campaign level.

Stores report

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Insights and reports drop down in the section menu.
  3. Click Stores.
    1. Optional: To add or remove columns in your report, click the columns icon A picture of the Google Ads columns icon in the upper right corner of the table. Learn more About custom columns.

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