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.
On this page
- How local actions conversions work
- How to use local actions conversions
- Eligibility
- Availability
- Bidding and campaign type
- Set up
- Reporting
How local actions conversions work
Below is an example of how local actions conversions work for “Directions”:
- A customer discovers an ad for your store in their local area and interacts with it.
- 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
- Reporting: Local actions conversions provide insights into which campaigns, keywords, and devices drive the most local engagement to your business.
- 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.
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.
|
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.
|
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
- Performance Max for store goals: Campaigns optimizing to only offline conversions. Learn more About Performance Max for store goals.
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.
Smart Bidding for local actions is supported in the following campaign types and bid strategies:
Campaign type | Bid strategies |
Performance Max campaigns |
|
Search campaigns |
|
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:
- Set up location assets in your Google Ads account.
- 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.
- 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
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- Check the box next to the campaigns that you want to add LAC goals.
- Click the Edit drop-down in the blue bar above the table.
- Select Update conversion goals.
- Select the LAC goals you’d like to add.
- For example, to add “Local Actions - Get Directions”, select Add goals and choose Get Directions.
- 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
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop down in the section menu.
- Click Summary.
- Click View all conversion actions at the top-right, above the “Conversion action” table.
- You can filter the table by "Conversion Action" to view local actions metrics at the conversion level.
Campaign overview page
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Campaigns.
- Add the “All Conversions” column to the table.
- You can filter the table by "Campaign segment" to view the local actions metrics at the campaign level.
Stores report
- In your Google Ads account, click the Campaigns icon
.
- Click the Insights and reports drop down in the section menu.
- Click Stores.
- Optional: To add or remove columns in your report, click the columns icon
in the upper right corner of the table. Learn more About custom columns.
- Optional: To add or remove columns in your report, click the columns icon