Did you know that 88% of people who conduct a local search on their smartphone will visit a related store within a week? Amazing, right?

To make good use of this information, Google started local actions conversions in 2018 to help advertisers better understand activity between online advertising and local actions.

They expanded reporting on location extensions to not only include actions on the extension itself, but also ones that occur after the ad click on the Place Page.

About local actions conversions

Local conversion actions are counted whenever people complete an activity that’s specific to an advertiser’s physical location (e.g. a store), during or after interacting with an ad for that advertiser.

Since local actions conversions happen on Google’s products and services (for example, Google Maps), local actions are automatically defined by Google Ads.

Local actions conversion data is aggregated and anonymous to maintain the privacy of individuals.

Make sure your business is using local actions conversions to optimise your local advertising and measure your ads’ impact on driving local results.

There are 6 local actions in Google Ads driving conversions:

  1. Calls: A person clicks on the “Call” button on any Google location-based ad or service after an ad interaction.
  2. Directions: A person clicks on the “Get directions” button on any Google location-based ad or service after an ad interaction.
  3. Website visits: A person clicks on the website link on any Google location-based ad or service after an ad interaction.
  4. Other engagements: A person clicks on other tracked user actions (for example: share location, save, etc.) on any Google location-based ad or service after an ad interaction.
  5. Orders: A person clicks on the “Order” button on any Google location-based ad or service after an ad interaction.
  6. Menu views: A person clicks on the menu link on any Google location-based ad or service after an ad interaction.