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Google Ads’ Newest Conversion Tracking Feature: Local Conversion Actions

On the 25th of June, 2018. Google Ads added a new conversion reporting feature to help us gain a better insight into the steps consumers take after viewing our Google ads to visit our physical location (e.g. office or shop). The new account level conversions feature is called “Local Actions.”  Google explains local conversion actions as “whenever people complete an action that’s specific to an advertiser’s physical location (like a store), during or after interacting with an ad for that advertiser.”  Therefore, local conversion actions involve Google ads, local consumers, businesses with at least one physical location and a trackable action which took place after the ad was viewed.

Why Is This Data Important?

Research has found that the majority of sales or business transactions take place in stores or offices (Bricks-and-mortar stores). However, online searches are quite important since the majority of shoppers use their mobile device for pre-purchase research before visiting a bricks-and-mortar store.

The information provided by local conversion actions is an important step in bridging the gap between online and offline consumer activity.  Now online marketers can track the correlation between ad clicks and in-store traffic. This will enable online advertisers to determine how effective their ads are at encouraging consumers to visit their brick-and-mortar stores.

What Do They Measure?

These actions mainly take place on Google’s products and services like Google Maps and Google My Business. This new feature includes activities like getting directions from Google Maps as conversions since they are a strong indication that the customer intends to visit our physical location.

Google Help Center lists the following six local actions as conversions:

  1. Clicks to call: Clicks on the “Call” button on any Google location-based ad or service after an ad interaction.
  2. Local actions – Directions: Clicks on the “Get directions” button on any Google location-based ad or service after an ad interaction.
  3. Local actions – Website visits: Clicks on the website link on any Google location-based ad or service after an ad interaction.
  4. 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.
  5. Local actions – Orders: (Vertical specific) Clicks on the “Order” button on any Google location-based ad or service after an ad interaction.
  6. Local actions – Menu views: (Vertical specific) Clicks on the menu link on any Google location-based ad or service after an ad interaction.

Where To Find Local Conversion Actions

We can access the data in the new AdWords Interface only. The information is presented in the conversions action table and by segmenting the “All Conversions” column by conversion action.

Alternatively, you can  select the desired campaigns and then Locations in the left navigation, then click the “Geographic report drop-down” and “per-store report.”

Local Conversion Actions Screenshot 2

In order to access these reports, location extensions (all geographies) must be active. The reports were previously only available to large businesses with multiple store locations that had “thousands of ad clicks and viewable impressions.” However, if you want this information you also need to have a Google My Business account which is linked to your AdWords account. Google also states that this data is aggregated and anonymous so it can’t be traced back to specific individuals.

For more information about Local Conversion Actions or to request your  Free AdWords PPC Assessment, email us, use our Support Page or call 1-855-712-9772 today!

Categories: Google Ads, Google Analytics, PPC Marketing, Useful Web Tools, Web News
 
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