Local Conversion Actions in Google Ads

So I was poking around a clients AdWords account (now called Google Ads) and stumbled upon some conversions that Google added to the account automatically. Take a look!

What Are Local Conversion Actions?

I haven’t been able to find a ton of info on this yet but here are some things I was able to find out:

“Since local conversion actions happen on Google’s products and services (for example, Google Maps), local conversion actions are automatically defined by Google Ads.” Like I said, I did not add these conversions to Google Ads, they were added by Google automatically. However, these conversions are not showing in Google Analytics and when I use a third-party reporting tool to pull in Google Ads conversion data, these Local Conversion Actions are not pulled in as conversions. The only ones I can pull in with my third-party reporting tool are conversions that I had created and imported from Google Analytics. So maybe Google’s API does not support this yet?

I do have location extensions set up for this Google Ads client with their Google My Business listing. Basically, it looks like Google is importing Google My Business actions into Google Ads. I believe this because I have call extensions enabled as well and the number of click-to-calls from ads is different than the click-to-calls in the Local Conversion Actions.

These are the six actions they are tracking:

  • 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.

Here is some more information from Google on Local Conversion Actions.

About Dani Owens

Dani Owens, the owner of Pigzilla, has been in the digital marketing field since 2011. Her resources have been mentioned and shared by local SEO experts such as Eric Ward, Darren Shaw, Phil Rozek, Marie Haynes, David Mihm and Local U. From small, independent Mom-and-Pop shops, to enterprises with thousands of locations, Dani Owens has years of experience strategizing and implementing reliable local SEO tactics that lead to increased organic traffic and conversions.