Online conversions from local inventory ads

The local storefront tracking (lsft) feature lets you track users who click your local inventory ads and convert online by clicking Shop online, rather than buying from one of your physical stores. Online conversions from local inventory ads (LIA) clicks can also be measured in Adwords using Adwords Conversion Tracking. The local storefront tracking feature ensures that additional conversion tracking tools you use can capture any online conversions from LIA. To get a better picture of your ads’ performance, it’s important to measure these online conversions.

This article explains how local storefront tracking works, and the steps you need to follow to set up this feature. 

Note: You do not need to use the local storefront tracking feature for a merchant-hosted local storefront.

To get started with local storefront tracking, contact your Google team to ensure compliance with the process listed below.

   How it works

The local storefront tracking feature uses a lsft URL parameter added in the Adwords tracking template to track clicks from your Google-hosted local storefront to your merchant website. This feature also lets you see how users get to your website (e.g. local inventory ads or Shopping ads).

Here’s how the local storefront tracking process works:

  1. A user clicks on your local inventory ad and lands on your Google-hosted local storefront
  2. The user clicks Shop Online and is redirected to the landing page for the clicked product
  3. The user purchases the product online at your website

The above user actions correspond to your lsft URL parameter setup.


You must set the lsft URL parameter in dynamic tracking with key-value pairs by including “&lsft=key:value,key1:value1” after the lpurl. To enable you to identify conversion traffic, Google appends the key-value pairs onto links to your website from the local storefront.

Note: Google uses the link attribute in your online products feed as the URL from your Google-hosted local storefront to your website.

   Set up your lsft parameter

Step 1

Collect all key-value pairs that need to be passed from your Google-hosted local storefront to your website when a user clicks Shop Online.

          Example: adtype={adtype}&productchannel={product_channel}&kitten=puppies

Step 2

Convert all ‘=’ to ‘:’ and ‘&’ to ‘,

          Example: adtype:{adtype},productchannel:{product_channel},kitten:puppies

Step 3

Encode “?lsft=” at the same level as the landing page URL and prepend to the above string. You can use "&lsft" instead of "?lsft", if you are appending it to other parameters in the URL. 

Important: The key and value pair must not contain colons (:), commas (,), quotation marks ("), single quotation marks ('), ampersands (&), angle brackets (<)(>), newlines (\n), tabs (\t), or question marks (?). 

Keys and values may contain unicode characters, as long as they are properly escaped. Keys and values may contain ValueTrack parameters, except for {targetid} because its value contains colons (e.g. "kwd-123:aud-456").

Lsft has to be well-formed. Key only parameters are not permitted (e.g., "lsft=key1:value1,key2" will be ill-formed).

URL type Encoding Example
{unescapedlpurl} No encoding is necessary {unescapedlpurl}?lsft=adtype:{adtype},productchannel:{product_channel},kitten=puppies
{lpurl} or {escapedlpurl} Encode “?lsft=” once and add it after {lpurl} or {escapedlpurl} {lpurl}%3Flsft%3Dadtype:{adtype},productchannel:{product_channel},kitten=puppies
{lpurl+2} Encode “?lsft=” twice and add it after {lpurl+2}



Step 4

Add the above string containing the lsft parameter to the tracking template configured in Adwords (e.g. account, campaign, ad group or product group level). Learn more about tracking in AdWords.

More lsft parameter examples

In addition to those above, refer to the following examples: 

  • Lsft URL parameter without a redirect to a third party: {unescapedlpurl}&lsft=storename:{store_code},product_id:{product_id},cm_mmc:1212+bag
  • Lsft URL parameter with a redirect to a third party:{lpurl}%26lsft%3Dstorename:{store_code},product_id:{product_id},cm_mmc:12345+bag

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