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Choose the conversion that matches the business outcome you need to improve. Store visits are Google’s modeled estimate of ad-associated visits to physical locations. Calls and direction requests are local actions people take on Google, such as clicking a call button or requesting a route. A store-visit figure is not a door-counter total; a call click does not prove that someone connected; and a direction request does not prove arrival or a purchase. Use store visits when measured foot traffic is the objective and the account is eligible. Use calls or directions when those interactions are the objective, or when store-visit eligibility is unavailable.
What each Performance Max conversion actually measures
These conversions describe different stages of a local customer journey. Treating them as interchangeable produces misleading cost-per-conversion figures and poor bidding decisions.
Store visits: a modeled estimate of physical visits
Google estimates store visits by combining current and historical data about people who engage with ads and later visit a business location. The system uses aggregated, anonymized signals and extrapolation rather than counting every person who crosses a threshold at the door. Google also describes surveys of selected users from a panel of more than 10 million Google Opinion Rewards volunteers as one verification signal. That panel size is a Google-reported figure, not an independent measurement of your customers.
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The result is an estimated number of ad-associated visits. It can be useful for optimization and directional comparison, but it should not be presented as a complete census of arrivals, a guaranteed incremental lift, or proof that every modeled visitor bought something. Eligibility is determined at the account level, and the metric is available only to eligible accounts.
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Calls: an interaction initiated on Google
Call conversions represent a local action such as clicking a call button on a Google surface. They answer the question, “Did an ad or business listing prompt someone to start a call action?” They do not, by themselves, establish that the call connected, that a staff member answered, how long the conversation lasted, or whether it led to a sale or appointment.
Direction requests: intent to navigate to a location
Direction conversions represent a user requesting directions to the business through Google. They answer, “Did a person ask Google for a route?” They do not confirm that the person followed the route, reached the location, entered the store, or purchased anything.
Other local actions in the same reporting family
Google says local actions happen on its products and services and are automatically defined by Google Ads. Depending on the account and campaign, the set can include directions, calls, orders, menu views, and website visits. The presence of an action in reports does not make it equivalent to a store visit; each action has a different distance from revenue.
Match the metric to the business question
| Business question | Metric to start with | Why it fits | Important limitation |
|---|---|---|---|
| Are ads associated with more people visiting physical locations? | Store visits | It is designed to estimate visits after ad engagement. | It is modeled, requires eligibility, and is not a direct count of every visitor. |
| Are local ads prompting people to contact the business? | Call clicks or local-action calls | It measures a call action initiated from Google. | A click does not prove a connected call, qualified lead, or sale. |
| Are people seeking a route to the location? | Direction requests or direction clicks | It measures route-seeking behavior on Google. | A request does not prove arrival or purchase. |
| The account cannot use store visits | Local actions, such as calls or directions | Google allows eligible local actions to be used when store visits are unavailable. | Confirm which actions are primary and included in the campaign’s conversion goals. |
Do not add calls, directions, and store visits into one undifferentiated “local conversion” number when deciding which target to bid toward. A campaign that generates many direction requests may be doing exactly what it was configured to do even if modeled store visits are lower; the two figures answer different questions.
Eligibility and campaign-goal constraints
Store-visit eligibility is account-level
Store-visit optimization requires the account to be eligible for store visits. Availability can therefore differ between two advertisers using the same campaign type. If the Store visits option does not appear, do not substitute a guessed value or treat a missing report as zero visits. Use an available local action, such as calls or directions, and verify the account’s current eligibility in Google Ads.
Location-count recommendations
Google’s current setup guidance recommends at least 10 business locations when using store visits or store sales, and at least five locations for local-action campaigns. These are Google recommendations for setup, not a universal guarantee that a campaign will perform or that reporting will appear immediately. An account with fewer locations may not meet the conditions for a particular goal.
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Store visits and store sales cannot be selected together
Google’s setup documentation says Store Visits and Store Sales cannot both be selected as conversion goals at the same time. Decide which outcome is the active goal before publishing the campaign. You can still confirm goals such as visits, sales, contacts (Google hosted), or directions (Google hosted), but the mutually exclusive Store Visits and Store Sales choice must be resolved in the campaign configuration.
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Primary status controls bidding
Google’s local-ads guidance identifies Get directions and Clicks to call as biddable when they are configured as Primary and included in the campaign’s conversion goals. An action that is merely recorded but excluded from campaign goals will not necessarily steer automated bidding. Check both settings rather than assuming that every reported local action is an optimization target.
How to configure the measurement you intend to use
- Define the outcome in one sentence. Write whether the campaign is intended to estimate physical visits, generate phone interactions, or prompt route requests. If the sentence contains “and,” decide which result is primary before opening campaign settings.
- Check the account’s eligibility and locations. Confirm that Store visits is available at the account level if you intend to use it. Count the business locations represented in the account and compare them with Google’s recommendations: 10 for store-visit or store-sales use, or five for local-action use.
- Open the campaign’s conversion-goal settings. Confirm the available labels, including Store visits, Store sales, Contacts (Google hosted), and Directions (Google hosted). Do not select Store visits and Store sales together; Google does not permit that combination as simultaneous conversion goals.
- Choose the action that should influence bidding. For a call-focused campaign, make Clicks to call or the relevant local-action call conversion Primary and include it in the campaign goals. For a route-focused campaign, do the same with Get directions or the relevant direction conversion. If Store visits is the goal, select it only when the account is eligible and the campaign is intended to optimize the modeled visit outcome.
- Assign a business value to each goal. Values should reflect what a store visit, call action, or direction request is worth to your business. A direction request and a completed sale are not automatically worth the same amount. If you use different values, document the assumptions so later comparisons do not mistake a high count for high revenue.
- Review the conversion window. Google’s default store-visit conversion window is 30 days. Google says you can shorten it when customers typically purchase sooner. Keep the chosen window aligned with the buying cycle you are trying to measure, and record any change because it alters which ad interactions receive credit.
- Publish only after checking the final goal list. Verify that the intended action is Primary, included in the campaign’s conversion goals, and not accidentally accompanied by an incompatible Store sales goal. Save a screenshot or internal record of the settings and date.
How to evaluate results without mixing unlike actions
Compare the same conversion action
When comparing Performance Max with another performance-oriented campaign, use the same conversion action in both comparisons. A cost per direction request cannot be fairly compared with a cost per modeled store visit, and neither should be compared with completed revenue unless the underlying action is the same. Keep the action definition, value, and conversion window consistent before drawing a conclusion.
Wait for complete conversion cycles
Google recommends waiting one to two complete conversion cycles before fully evaluating results. This is optimization guidance, not a measured universal delay. Offline journeys and reporting can mature after the initial ad interaction, so an early snapshot may understate conversions. Use the conversion window selected for the account to determine when a cycle is complete, then evaluate a settled period rather than the most recent partial days.
Use values, not just counts
Counts answer how often an action occurred; values help answer whether the action is economically useful. For example, a campaign can produce fewer calls than direction requests but still be preferable if a qualified phone lead is worth more. Set values before optimization, keep the valuation method stable during a test, and inspect both volume and value.
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Label dashboards so readers can see whether a column is a modeled estimate or an action recorded on Google. Store visits should not be displayed as though they were verified entrances. Calls should not be labeled “conversations” unless a separate system confirms answered calls. Direction requests should not be labeled “arrivals” unless an independent measurement supports that conclusion.
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Practical decision paths
You operate several locations and care about foot traffic
Start with Store visits if the account is eligible and has enough locations for Google’s recommended setup. Select Store visits as the campaign goal, assign a value that reflects the expected business outcome, and allow one to two complete conversion cycles before judging performance. Interpret changes as modeled associations with ad engagement, not a literal increase in every person entering a store.
You need people to call a staffed phone line
Use call clicks or local-action calls as the primary goal. Make sure the phone is monitored during the hours advertised and that staff can identify which calls require follow-up. Report the conversion as a call action unless another system confirms connection, duration, qualification, or revenue. If the campaign later needs to optimize for qualified calls, replace the proxy with a verified downstream conversion rather than silently treating every click as a sale.
You want route-seeking shoppers
Use direction requests as the primary goal and include the direction action in campaign goals. This is appropriate when route planning is the immediate behavior you want to increase. Keep the label “direction request” in reporting, because the metric does not establish that a person completed the trip.
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Do not wait for a modeled metric that the account cannot use. Configure local actions that are available, such as calls or directions, and confirm that the chosen action is Primary and included in campaign conversion goals. Recheck eligibility and goal labels periodically because Google’s interface and availability can change.
Common interpretation errors and how to correct them
Calling modeled visits a foot-traffic count
Symptom: a report says the campaign drove exactly a stated number of in-store visitors.
Correction: describe the result as Google’s modeled estimate of ad-associated store visits. Include the modeling qualification wherever the number appears and avoid claiming that every estimated visit was caused by the ad.
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Equating a call click with a connected call
Symptom: cost per call is used as though it were cost per answered lead.
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Equating a route request with an arrival
Symptom: direction requests are reported as visits or purchases.
Correction: call the metric a direction request. Use it to measure navigation intent, then evaluate sales or visits with their own conversion definitions.
Changing targets before data settles
Symptom: goals or bids are changed after a few days because the latest totals look low.
Correction: wait one to two complete conversion cycles, account for the selected window, and then make one controlled change. Record the date so later performance can be interpreted against the correct settings.
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Counting a secondary action as a bidding goal
Symptom: reports contain calls or directions, but automated bidding appears not to respond to them.
Correction: check whether the action is Primary and included in the campaign’s conversion goals. A recorded action that is excluded from goals is not necessarily a bidding signal.
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- Goal definition: state whether the objective is modeled store visits, call actions, or direction requests.
- Eligibility and scope: record account eligibility, number of locations, geography, and the date the settings were checked.
- Action status: show whether each conversion is Primary and included in campaign goals.
- Value method: document the assigned value and the business assumption behind it.
- Window: show the conversion window, including the 30-day default for store visits when it is in use.
- Settled period: exclude the most recent incomplete conversion cycle from final comparisons.
- Outcome language: use “estimated store visits,” “call clicks,” and “direction requests” rather than stronger claims such as arrivals, conversations, or sales.
What to check when numbers look wrong
Store visits are missing
- Check account-level eligibility for store visits.
- Confirm that the campaign selected Store visits rather than the incompatible Store sales goal.
- Verify that the account’s location count and business-location data meet Google’s current guidance.
- Allow a complete conversion cycle before treating a low early figure as a measurement failure.
Calls are high but revenue is not
- Confirm that the report counts clicks or local-action calls, not answered or qualified calls.
- Review call handling, opening hours, and lead qualification outside the Google click metric.
- Revisit the assigned value if a call action is materially less valuable than a completed sale.
Direction requests are high but visits are not
- Keep direction requests separate from arrivals; the action measures route intent.
- Check whether the location details, hours, and map information are accurate.
- Use sales or an eligible store-visit measurement as the downstream outcome instead of relabeling direction requests.
Results change after a settings edit
- Record the exact date and setting changed.
- Wait through one to two complete conversion cycles under the new configuration.
- Compare only periods with the same action definition, value method, and window.
How to explain the result to stakeholders
A concise, accurate statement includes four parts: the action, its definition, the time period, and its limitation. For example: “During the settled 30-day window, Performance Max recorded call clicks as the primary local action; these figures show Google interactions, not confirmed connected calls or sales.” For store visits, replace “recorded” with “Google’s modeled estimate” and state that it is not a direct door count. For directions, say that users requested routes and that the metric does not establish arrival.
Use the same wording in dashboards, meeting notes, and budget recommendations. Clear labels prevent a modeled estimate from being mistaken for an observed count and keep a direction request from being treated as revenue.
When to change the conversion goal
Change the goal only when the business outcome has changed, the account’s eligibility has changed, or the existing action is no longer a useful proxy. Do not change from Store visits to calls merely because the latest store-visit estimate is lower, and do not switch from directions to visits to make a report look stronger. First allow the current configuration to complete its conversion cycles, then compare settled periods using the same action and value rules. If the campaign cannot meet store-visit eligibility, use the strongest available local action and state exactly what it measures.
Google’s labels, eligibility rules, and recommendations can change. The guidance summarized here was checked on October 13, 2026; confirm the current options in the account and the latest Google Ads Help documentation before implementation.
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