83% of US shoppers who visited a shop in the last week said they used online search before going into a shop1. We're expanding reporting on location extensions to not only include clicks on the extension itself, but also actions that occur after the ad click on the Place Page. This will help advertisers better understand activity between online advertising and local actions even if they're not eligible for shop visits reporting. The new metrics include:
- Clicks to call
- Directions
- Website visits
- Orders (industry-specific)
- Menu views (industry-specific)
- Other engagements
How to use the new local conversion actions
The metrics are reported once you link your Google My Business account to your Google Ads account. These metrics show how online actions are driving engagement with your business’s physical locations (e.g. getting directions or calling your business via Google Maps after clicking on your ad).
These new conversion actions will be reported in the 'All conversions' column. They will not be included in the Smart Bidding strategies like target CPA or maximise conversions, which rely on the 'Conversions' column.
You can use these new conversion metrics to optimise your local advertising in several ways. Let’s say that you have campaigns where your ads include local information about your nearby shop locations, or you might have ad copy dedicated to local offers and promotions in that shop. You can use these insights to measure your ads’ impact on driving local results and optimise accordingly. Learn more
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Using the per-shop report
Along with the new metrics, the per-shop report has been launched. The per-shop report allows you to see aggregated shop visits and local actions by shop location. Let’s say that you have clothing shops at 3 locations: Athens, Bloomington and Boulder. You notice that the shop locations in Athens and Bloomington drive more local actions and shop visits compared to the one in Boulder. This can help inform how you distribute your offline budgets by shop, and also guide your local strategies in Google Ads. For example, you may want to provide more online promotions in Boulder to provide a lift in sales. Learn more
