Adavacare Local Actions Conversion Tracking

Overview

During a routine ad review, the team encountered an unfamiliar conversion type — "Local Actions (Other Engagements)" — appearing in Adavacare's Google Ads account. This article documents what that conversion type means, why it matters, and how it should be communicated to clients.

The Adavacare account reported 5 "Get Directions" conversions and 24 "Local Actions" conversions over the last 30 days (Sept 7 – Oct 6). The team was initially uncertain what "Local Actions" represented and flagged it as something that needed clarification before the next client call.

What Are "Local Actions"?

"Local Actions (Other Engagements)" is a Google Ads conversion type tied to Google Business Profile interactions. These conversions are triggered when a user takes one of the following actions after seeing an ad:

• Views the business's reviews
• Looks up business hours
• Browses photos
• Bookmarks the business location

These are considered intent signals — they indicate a user is actively researching the business, even if they haven't called or visited yet. They are valuable conversions, particularly for local service businesses like Adavacare.

"Those are all things that show intent." — Mark Hope, ad review call

Why This Matters for Adavacare

Adavacare operates multiple physical locations, making local search and Google Business Profile engagement especially relevant. "Get Directions" and "Local Actions" conversions are meaningful indicators of foot traffic intent for this type of client.

The campaigns were originally set up by a previous team member (Egan), so the full conversion action configuration may not be fully understood by the current team. It's important to:

1. Understand every conversion action before presenting data to the client
2. Ensure the team can explain what each conversion means and why it's valuable
3. Avoid presenting conversion numbers without being able to define them

Action Items

• [ ] Mark to investigate the full definition of "Local Actions" with NOPE and confirm the above interpretation is accurate
• [ ] Gilbert to review all conversion actions across Adavacare campaigns and flag any others that are unclear or inactive
• [ ] Ongoing: Before any client call, ensure all reported conversion types are understood and can be explained clearly

Context

• The Adavacare account had no recent conversions in the past 50 days for at least one campaign, which was marked inactive
• Budget was recently redistributed across locations — two locations now have a waiting list, so spend was shifted to the other two
• The client is currently happy with overall marketing efforts; this is a maintenance and clarity issue, not a performance crisis

Related

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