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Recently you may have noticed an increase in the quantity of “All Conversions” achieved by your Google Ads campaigns.

This is due to the introduction of Google’s new “local actions conversions” that have been added to accounts that have synced their Google My Business location/s with Google Ads.

According to Google:

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

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

Local conversion action data is aggregated and anonymous.

Read more: About local conversion actions

For a long time Google has strived to connect their products in meaningful ways, and demonstrate the results achieved through them, especially “offline” results.

If you have your Google My Business location/s synced with Google Ads, and conversions are being recorded, you will see these in the Conversions table, accessible under the mail “Tools” menu in the top right corner of your browser when logged into Google Ads (under Measurement), along with any custom Conversions you have defined.

Be default, local conversion actions are not included in the “Conversions” column of Google Ads reports. You can also view them in any Google Ads reports by segmenting the “All Conversions” column by conversion action.

There are six local actions:

  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.

These details are also available in the “Per Store Report” which breaks down the action by location if you have multiple locations.

This report can be accessed via Locations > Geographic Report (drop down menu) > Per Store Report

Read more: View the per shop report

While this has meant I have needed to re-jig my client reports, it will offer further valuable insights regarding the results of Google Ads campaigns for local businesses.

Let me know if you have any questions about this update in the comments.

Erica Stacey

Erica is a Google Analytics, Google AdWords and Mobile Sites certified professional, so you’re in qualified hands. She has also recently completed an intensive training bootcamp with the Institute of Code and has an extensive wealth of online proficiencies. Erica has had over a decade of experience – working for agencies and a wide range of clients – in digital and social media marketing strategy, website development, search engine optimisation (SEO) and marketing (SEM), content marketing, inbound marketing, online advertising and so much more. A professional in the field of design, branding and marketing, she is a trusted name in the Adelaide community to help an array of businesses sort out and achieve their marketing objectives.

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