In February, 2018, we wrote about a great benefit to claiming your business locations in a “Google My Business” account. If you link that account to your Google Ads account, and enable location extensions – if you qualify, Google Ads will surface “store visit conversions” in your conversion reporting.
Well, there’s another benefit to achieving this setup. You get to see applicable “local conversion actions” in your Google Ads conversion reporting.
Local conversion actions
Local conversion actions are engaged by users on Google products, like Google Maps, during or after interacting with an ad for a given advertiser. They are automatically recorded by Google Ads, and related data is aggregated & anonymous.
These conversion actions will surface in your conversions actions table in Google Ads, along with the other conversion actions you’ve configured. You can see local conversion actions by segmenting for conversions, and including the “All conversions” column, in any report where that option is available.
Local conversions actions are not editable. Next to them in the conversion actions table you’ll see a grey lock icon (
), with a help tip that notes “Only your account manager can edit these settings.”
These conversions are associated with source “Google hosted”, have a value of $1.00, count every conversion, have a 30-day conversion window & a 1-week view-through conversion window, and utilize the “last click” attribution model.
There are up to 6 local conversion actions recorded:
- Clicks to call: Clicks on the “Call” button on any Google location-based ad or service after an ad interaction.
- Local actions – Directions: Clicks on the “Get directions” button on any Google location-based ad or service after an ad interaction.
- Local actions – Website visits: Clicks on the website link on any Google location-based ad or service after an ad interaction.
- Local actions – Other engagements: Clicks on other tracked user actions (for example: share location, save, etc.) on any Google location-based ad or service after an ad interaction.
- Local actions – Orders: (Vertical specific) Clicks on the “Order” button on any Google location-based ad or service after an ad interaction.
- Local actions – Menu views: (Vertical specific) Clicks on the menu link on any Google location-based ad or service after an ad interaction.
To see a report showing these local conversion actions detailed by location, in the new Google Ads UI, visit the per store report.