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Yes—Performance Max can report calls and direction requests as local-action conversions. Turn on and correctly link your location assets, allow Google Ads to create the related local-action goals, and include the goals in the campaign’s conversion-goal settings when you want bidding to optimize for them. Google records a click on a business location’s Call button and a click on Directions or Start navigation.
Those events measure intent, not a completed conversation, a qualified lead, a sale, or proof that someone reached your premises. Use call-conversion tracking with a minimum duration for calls that meet a threshold, or import call outcomes such as sales and quote requests from another system when you need downstream measurement. Store visits are a separate, eligibility-dependent conversion.
What Performance Max can measure for a physical location
Google Ads calls these events local actions. Its definition is: “Local actions conversions measure local engagements, such as call and direction requests, for your physical store.” The actions are associated with a business location represented by a location or affiliate-location asset and can occur while, or after, someone interacts with an ad.
Clicks to call
A Clicks to call local action is recorded when someone clicks the Call button shown for your business location on a Google surface. It answers the question, “How often did an ad interaction produce a tap on the phone button?” It does not establish that the phone connected, that a person spoke with staff, how long the conversation lasted, or whether the caller became a customer.
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Directions or navigation Start
A Local actions – Directions conversion counts a click on Directions or Start navigation for your business location while or after the person engages with an ad. For example, someone may find a local ad, open the Business Profile, and then press Directions. Google can attribute that later local action to the ad interaction.
The event shows navigation intent. It is not a check-in, a GPS-confirmed arrival, an appointment, or an in-store purchase.
Why the distinction matters
If you report a Call-button click as a completed call, or a Directions click as a store visit, your cost-per-lead and return-on-ad-spend calculations will be overstated. Name reports and dashboards precisely—for example, “Call-button clicks” and “Directions clicks”—until you have a separate measurement method for conversations, outcomes, or visits.
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Active location assets
Your business location must be represented by correctly configured, active location assets. Location assets can be linked at the account or campaign level; the applicable level depends on how your account is organized. They are the foundation for local-action reporting and for campaigns that promote physical locations.
Check that each address, phone number, business name, and opening information is current in the source used for your location assets. Remove or correct locations that are closed, duplicated, or outside the campaign’s intended service area. A location that is not eligible to serve will not provide useful local-action data.
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Automatic local-action goals
With active location assets, Google Ads can create the relevant local-action conversion goals automatically. Google’s help documentation also explains that the account must receive at least one conversion for the relevant local-action goal before the goal is available in the normal conversion-goal view. Therefore, an empty goal list does not necessarily mean the asset is broken; check asset status, serving eligibility, and whether an eligible event has occurred.
Geography and sensitive categories
Local-action reporting is available only in eligible countries where location or affiliate-location assets are supported. Google also restricts reporting for some sensitive location categories, including healthcare, religion, adult content, and children-related categories. Confirm current policy and account eligibility before promising that local-action conversions will appear for a particular business or country.
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Set up local-action tracking in Performance Max
The labels and arrangement of Google Ads controls can change by account, campaign type, and rollout. Look for the underlying settings described below rather than relying on one exact button position.
- Audit the locations. Open the account’s location-asset management area and verify that the intended business locations are linked and active. If the campaign should use only a subset, create or select the appropriate location group.
- Create or edit the store-goal campaign. In a new Performance Max campaign designed to promote physical locations, choose the store or local objective and select the location group containing the businesses you want to advertise. In an existing campaign, open its goal and location controls and confirm that the correct locations are included.
- Check conversion goals. In the campaign’s conversion-goal controls, include the local-action goals for Clicks to call and/or Directions if you want the campaign’s automated bidding to optimize toward those actions. A goal can be available for account reporting without being selected as a goal for a particular campaign, so verify the campaign-level choice.
- Choose the bidding outcome. Use a conversion-focused bid strategy when the objective is to generate more local actions. Select a greater number of actions when each action is broadly comparable. Select greater conversion value only when you can assign values that represent your own business valuation; do not assign an arbitrary value merely to make a value-based strategy available.
- Allow data to populate. Local-action goals may not appear until the account records an eligible event. Monitor the conversion summary and campaign goal reports after the assets are active, and record the date on which each goal first becomes available.
- Validate one event manually. Use a test search or Business Profile view appropriate to your location and check that the expected phone and directions controls are present. Do not repeatedly click your own ads or generate artificial activity; the validation is to confirm that the location experience exposes the intended controls, not to manufacture conversions.
Which measurement option should you use?
| Measurement choice | What it measures | Best use | Important limit or requirement |
|---|---|---|---|
| Local-action “Clicks to call” | A click on the Call button for a business location | Measure local engagement and, when selected as a campaign goal, optimize Performance Max toward call-button activity | It does not show that a call connected, met a duration threshold, or produced a business result |
| Calls from ads conversion tracking | Calls that meet a configured minimum duration | Count conversations that pass a duration threshold you consider meaningful | Call reporting must be enabled and Google forwarding numbers are used; availability depends on the account’s eligible call experience |
| Imported call conversions | Outcomes recorded in another system, such as a sale, quote request, or upsell | Connect advertising with downstream call results | You must record the outcomes and import them; no particular vendor or automatic setup is implied |
| Local-action Directions | A Directions or navigation Start click for a business location | Measure navigation intent and optimize toward that action | It does not confirm arrival, an appointment, or a transaction |
| Store visits | A separate modeled or otherwise eligible offline-visit conversion | Measure physical visits when the account and locations qualify | Eligibility and country coverage apply; a directions request is not a store visit |
How to track meaningful phone calls
Use a minimum-duration call conversion
When the business needs to know whether a person actually stayed on the phone, create a phone-call conversion action for calls from ads and call or location assets. Google’s documented method lets you set a minimum call length. Only calls that meet that threshold are counted for that conversion action.
This method requires call reporting and uses Google forwarding numbers. Confirm that the account, country, ad format, and call experience support those requirements before treating the setting as available. The resulting metric is still a qualified-by-duration call, not proof of a sale or a satisfactory service interaction.
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Choose the threshold to match the business process. A short threshold may capture reception, wrong numbers, or abandoned conversations; a long threshold may exclude legitimate short calls such as appointment confirmations. Document the chosen duration so that later reports are interpreted consistently.
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If another system records what happened after the call, import those outcomes as call conversions. Google describes imported call conversions as a way to connect ad performance with results such as a sale, quote request, or upsell, and calls this the most precise approach for identifying which calls led to valuable outcomes.
The workflow has three distinct parts: record the call and its business outcome, retain the information needed to associate that outcome with the advertising interaction, and import the resulting conversion into Google Ads. The import is not automatic merely because local-action goals are enabled. Decide which outcomes qualify, how duplicates are removed, and how returned or cancelled sales are handled before using imported values for bidding.
Keep click and call outcomes separate
You may retain Clicks to call for measuring the size of local demand while using duration-qualified or imported conversions for optimization. Give each conversion action a distinct name and purpose. If the same phone event is counted by multiple actions, reporting can contain overlapping totals; define which action is the source of truth for cost-per-lead and value calculations.
How to interpret direction requests correctly
What a directions conversion tells you
A directions conversion tells you that a person requested navigation to a listed location after engaging with an ad. It is useful for comparing locations, creative, audiences, or campaigns on the basis of navigation intent. It can also reveal demand for a branch even when the initial ad click happened before the person opened the location details.
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What it cannot tell you
- It cannot confirm that navigation began successfully.
- It cannot confirm that the person followed the route or arrived.
- It cannot show how long the person stayed.
- It cannot identify whether the visitor purchased, cancelled, or left without entering.
Use a directions click as an upper-funnel local signal. If the business needs verified footfall, use the separate store-visits measurement when the account and locations meet Google’s eligibility requirements.
Store visits are a separate conversion
Store visits are not a renamed version of Directions. Google treats them as a separate conversion measurement that is available only to eligible accounts and locations and supports Performance Max. Country coverage is published by Google and can change, so check the current availability list for the account’s market.
Do not create a report that adds directions clicks to store visits and labels the sum “visits.” Keep the columns separate: navigation intent, eligible modeled visits, calls meeting a duration threshold, and imported business outcomes answer different questions.
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The local-action goals are not visible
- Confirm that the location asset is active and linked at the account or campaign level.
- Check that the business category and country are eligible for local-action reporting.
- Verify that the campaign has selected the location group and local-action goals.
- Allow for the goal to become available after an eligible local action is recorded; Google notes that the relevant goal may be created automatically after the account receives at least one conversion.
Calls are reported, but the sales team has no matching conversations
Check whether the report is counting Call-button clicks rather than calls that connected. If you need a real conversation, use the duration-based phone-call conversion and inspect the minimum call length, call-reporting status, and forwarding-number requirements. If you need revenue or qualified-lead measurement, use imported call conversions tied to the business system’s outcome record.
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Directions conversions are higher than expected visits
This is normal when a directions click is being interpreted as a visit. Re-label the metric as navigation intent and report store visits separately only when the account is eligible for that conversion.
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Bidding is not optimizing toward calls or directions
Check the campaign-level goal selection rather than only the account’s conversion list. A local-action conversion may be recorded for reporting while excluded from the Performance Max campaign’s goals. Also confirm that the campaign uses a conversion-focused bidding objective and that the selected action is receiving eligible volume.
A sensitive-category location produces no local-action report
Review Google’s current policy and eligibility rules for the category. Restrictions can apply even when the asset itself appears correctly configured, so do not infer a technical failure from missing data alone.
A practical reporting framework
Use separate columns and definitions in weekly or monthly reports:
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- Duration-qualified calls: calls meeting the configured minimum length.
- Imported call outcomes: sales, quotes, upsells, or other outcomes recorded outside Google Ads and imported.
- Directions clicks: navigation requests for a listed location.
- Store visits: the separate eligible visit conversion, when available.
For each column, record the conversion action name, campaign-goal inclusion, attribution period used by the account, location group, and any value assigned. Values should represent the business’s own valuation, not a generic estimate. When comparing periods, note changes to locations, eligibility, call-duration thresholds, and goal selection because any of these can change the meaning of the totals.
Key limitations to communicate to stakeholders
Present local-action numbers as platform-recorded interactions. A high count of Call-button clicks can indicate strong local interest while still producing few qualified conversations. A high count of Directions clicks can indicate that an address is attractive or convenient while still producing fewer visits than the click total. The conversion name, definition, and qualification method should appear beside every chart so a reader does not mistake intent for outcome.
Google Ads interfaces, labels, geographic availability, and eligibility rules are living settings. Recheck the current Google Ads Help documentation and the account’s own conversion and location controls whenever a campaign is rebuilt, a location group changes, or reporting suddenly differs from a previous period.
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