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1Scan for outdated or missing drivers - takes under a minute2Repair Windows errors before they cause bigger problems3Fix the driver behind crashes, sound loss and screen glitchesChoose the conversion that matches the business outcome you want Performance Max to produce. Store visits estimate ad-associated foot traffic at eligible locations. Calls and direction requests measure actions people take on Google, such as clicking a call button or requesting a route. They are not interchangeable units: a modeled visit is not a door-counter tally, a call click does not prove that anyone connected, and a direction request does not prove arrival.
Use Store visits when the question is whether advertising is associated with more in-person traffic and the account qualifies. Use call or direction actions when those engagements are the goal, or when Store visits are unavailable. Give each conversion a realistic value, compare campaigns using the same action, and wait one to two complete conversion cycles before making a final judgment.
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What each Performance Max metric actually measures
The first mistake in local campaign reporting is treating every conversion as a completed customer visit. Google Ads records different stages of a local journey, and each stage answers a different question.
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Store visits are modeled estimates
Google describes Store visits as an estimate built from current and historical data about people who engage with ads and later visit a physical location. The modeling uses aggregated and anonymized signals and extrapolation rather than a complete, observed count of every person entering the store. Google also describes surveys of selected users from a panel of more than 10 million Google Opinion Rewards volunteers as one verification signal. That figure is a Google-reported panel size, not an independent measurement of your customers.
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Consequently, a Store visits number should be read as estimated visits associated with ad interactions. It is useful for judging directional impact on physical traffic, but it should not be presented as a precise tally of entrances, unique people, transactions, or revenue.
The default Store visit conversion window is 30 days. Google says you can shorten the window when customers normally purchase or visit sooner. The window is a reporting setting, not a promise that every visit will be observed within 30 days.
Calls are local actions on Google
A call conversion records an interaction such as clicking a call button on a Google local surface. Google classifies these as local actions that happen on its products and services and are automatically defined by Google Ads. The click tells you that someone initiated the call action; it does not establish that the call connected, lasted long enough to matter, reached the right department, or produced a sale.
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Direction requests measure route intent
A directions conversion records a user requesting directions to a business through Google. It is a strong signal of local intent, but the request is still an online action. It does not prove that the person followed the route, arrived, entered the location, or bought anything.
Google similarly identifies Get directions as biddable when it is set as Primary and included in the campaign conversion goals. Keep that setting separate from Store visits: the two actions represent different points in the journey.
Other local actions provide context
Google’s automatically defined local actions can also include orders, menu views, and website visits. These may help explain what users do before a call, direction request, or visit, but adding every available action to bidding can blur the outcome you actually want. Select a primary goal deliberately and use other actions as diagnostic context unless they genuinely represent the campaign’s purpose.
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| Conversion | Question it answers | What is counted | What it does not prove |
|---|---|---|---|
| Store visits | Are ads associated with estimated physical visits? | A modeled, aggregated estimate after ad engagement at eligible locations. | Every entrance, a unique visitor, an arrival caused only by the ad, or a purchase. |
| Call clicks | Are local ads prompting people to start a call action? | A click on a call option on a Google property. | That the call connected, was answered, was qualified, or generated revenue. |
| Direction requests | Are local ads prompting people to seek a route? | A request for directions to the business on Google. | That the person followed the route, arrived, or purchased. |
| Other local actions | What additional interactions occur on Google? | Actions such as orders, menu views, and website visits, where available. | That an interaction is equivalent to a visit, call, or sale. |
Which metric should you choose?
Start with the decision your organization must make, not the metric that happens to have the largest number.
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| Business question | Best starting goal | Reason | Important limitation |
|---|---|---|---|
| Are advertisements associated with more people visiting physical locations? | Store visits | It is designed to estimate post-ad visits to physical stores. | It is modeled, requires eligibility, and is not a direct census of arrivals. |
| Are local ads generating phone conversations? | Call clicks or local-action calls | It measures users initiating a call action from Google. | A click is not a confirmed connection or sale. |
| Are local ads creating route-seeking intent? | Direction requests | It measures users asking Google for a route to the business. | A request does not establish arrival or purchase. |
| The account cannot use Store visits. | Local actions, such as calls or directions | Google says advertisers without Store visit eligibility can optimize toward local actions. | Confirm which action is Primary and included in the campaign goals. |
Choose Store visits for a foot-traffic question
Use Store visits when the outcome is broader physical traffic rather than one specific online interaction. This is most useful for businesses where many customers walk in without calling or requesting directions. The result is still an estimate, so pair it with independent business measures such as transaction counts or in-store sales when those are available; do not substitute those measures with the modeled conversion.
Choose calls when phone engagement is the outcome
Calls are appropriate when staff must qualify a lead, schedule work, answer availability questions, or take an order by phone. Define success beyond the click in your own systems, such as answered calls or booked appointments, because Google Ads’ local-action event does not contain that downstream confirmation.
Choose directions when route intent is the outcome
Direction requests fit businesses where finding the location is a meaningful step, including destinations with difficult access or multiple branches. Use them to optimize route-seeking behavior, not to claim that every request became a visit.
Use local actions when Store visits are unavailable
Eligibility is an account-level condition for Store visits. If Google does not make Store visits available, local actions are the supported alternative. Choose the action that most closely matches the next business decision: calls for telephone demand, directions for location intent, or another available local action when it is the real objective.
Eligibility, locations, and goal constraints
Location recommendations differ by goal
Google’s current Performance Max 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’s setup recommendations, not a guarantee that a campaign with fewer or more locations will perform in a particular way. Store-visit eligibility is still required at the account level; simply meeting a location count does not create eligibility.
Store visits and Store sales cannot be selected together
In the campaign conversion-goal setup, Google states that Store visits and Store sales cannot both be selected as conversion goals at the same time. Decide whether the campaign is optimizing for the estimated visit outcome or the store-sales outcome, then confirm the selected goal before publishing or changing bidding.
Primary status determines what bidding pursues
Google’s local-ads guidance says Get directions and Clicks to call are biddable when configured as Primary and included in campaign conversion goals. An action left as Secondary can remain useful for reporting without becoming the signal the bid strategy is instructed to maximize. Review both the action’s status and the campaign-level goal inclusion; changing only one can produce an unexpected optimization target.
How to set up the measurement choice
Labels and eligibility screens can change, so verify the current wording in the account before saving. The following sequence uses Google’s documented goal names.
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- Inventory the outcome. Write one sentence describing success, such as “more estimated in-person visits,” “more call starts,” or “more direction requests.” Do not begin by selecting every local action.
- Check account eligibility. In the Performance Max conversion-goal setup, determine whether Store visits is available. If it is not available, select the relevant local action instead.
- Review location coverage. Confirm that the locations linked to the campaign are accurate and that the account meets Google’s recommended scale for the chosen goal: 10 locations for Store visits or Store sales, or five for local actions.
- Select the campaign conversion goal. Confirm the available options, including Store visits, Store sales, Contacts (Google hosted), or Directions (Google hosted), as applicable to the account. Do not select Store visits and Store sales together.
- Set the intended action to Primary. For a call-focused campaign, make the call action Primary and include it in campaign conversion goals. For a route-focused campaign, do the same for the directions action.
- Leave diagnostic actions clearly identified. Keep other local actions available for analysis only when they are not the intended bidding target. Document which actions are Primary so later reports are not misread.
- Assign values before evaluating performance. Give each selected goal a value that reflects its business importance and the way your organization measures outcomes. A modeled visit, a call click, and a direction request should not automatically receive the same value.
- Record the change date. Note the date, selected goal, Primary/Secondary status, location set, and conversion window. This creates a clean boundary for later comparisons.
How to value visits, calls, and directions
Conversion values are a decision tool, not a claim that every action is worth the same amount. Start with the downstream outcome your finance or operations team can verify.
- Store visits: estimate the value of an incremental in-person visit using an appropriate margin or average customer value. Treat the number as modeled and avoid multiplying it by a full transaction value unless your own data supports that assumption.
- Call clicks: base the value on the expected value of a call-start event, then validate it against answered calls, qualified leads, booked appointments, or sales in your call-handling system.
- Direction requests: value the route-seeking action according to the expected value of customers who arrive from that intent. Keep the arrival or purchase step conceptually separate from the request.
If you cannot defend a numeric value, use a consistent relative scale and document the rationale. The important requirement is that values remain comparable over time and reflect the business outcome rather than the volume of a convenient metric.
How to evaluate results without mixing unlike actions
Compare the same conversion action
Do not compare a Store visits total in one campaign with call clicks in another and call the larger number the winner. They are different units with different degrees of modeling and different positions in the customer journey. Compare Store visits with Store visits, call clicks with call clicks, and direction requests with direction requests. If the business question changes, state that the KPI changed too.
Allow conversion reporting to mature
Google recommends waiting one to two complete conversion cycles before fully evaluating results. This is optimization guidance, not a universal measured delay. The waiting period allows offline journeys and reporting to mature, so an early snapshot should not be treated as the final result.
Use a consistent comparison set
When comparing Performance Max with another performance-oriented campaign, use the same conversion action and the same value definition where possible. Keep the comparison period, location set, and conversion window aligned. A campaign can appear better simply because it is credited with a different action or a longer window.
Read the funnel in stages
A practical report separates:
- Ad engagement that can lead to a local action.
- Local actions such as call clicks or direction requests.
- Modeled Store visits, when eligible and selected.
- Business outcomes verified outside the local-action event, such as answered calls, arrivals measured by operations, appointments, orders, or sales.
These stages can be analyzed together, but they should not be added into one “total conversions” figure and described as completed customers.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Common measurement mistakes and fixes
Mistake: treating Store visits as a door counter
Why it fails: Store visits are modeled from aggregated and anonymized signals and extrapolation.
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Fix: Label the KPI as an estimate, retain the conversion-window setting with the report, and validate directionally against independent store or sales data.
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Mistake: calling every call click a connected conversation
Why it fails: The recorded event is the call action on Google, not proof that a connection occurred.
Fix: Keep call clicks as the advertising conversion and measure answered, qualified, or revenue-producing calls separately.
Mistake: reporting direction requests as arrivals
Why it fails: A user can request directions and change plans, visit another branch, or never start the trip.
Fix: Report direction requests as route intent and use store or sales records for arrival and purchase questions.
Mistake: selecting every available goal
Why it fails: Bidding receives a mixed signal when calls, directions, visits, and unrelated actions all compete as primary outcomes.
Fix: Select the one outcome that matches the campaign’s purpose; keep secondary actions for diagnosis unless they are genuinely part of the bidding objective.
Mistake: assuming location count alone unlocks Store visits
Why it fails: Store visits require account-level eligibility, while the 10-location figure is Google’s recommendation for Store visit or Store sales campaigns.
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Mistake: judging a new target too soon
Why it fails: Google recommends one to two complete conversion cycles before a full evaluation.
Fix: Record the change date, wait through the recommended cycles, and avoid repeatedly switching goals during the maturation period.
Practical scenarios
Multi-location retailer focused on walk-in traffic
The retailer’s question is whether ads are associated with more visits across its stores. If the account is Store-visit eligible and its location coverage supports Google’s recommendation, Store visits is the natural primary goal. The report should identify the metric as modeled and keep transaction data separate for validation.
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The business needs people to start conversations, so call clicks can be the primary local action. Staff should track answered and qualified calls outside the Google conversion event. A high click count with few answered calls indicates a service or routing problem, not necessarily a successful advertising outcome.
Destination where finding the entrance is the main hurdle
Direction requests can be the primary goal when route intent is the key step. The team should still avoid describing those requests as arrivals and should compare them with the same direction action in other campaigns.
Small network without Store-visit eligibility
If the account cannot use Store visits, select the local action most closely tied to the business objective. Meeting or exceeding a location recommendation does not override an account-level eligibility decision.
What to put in the performance report
A useful report makes the measurement definition visible next to the number.
| Report field | Example entry | Why it matters |
|---|---|---|
| Primary conversion action | Store visits, call clicks, or direction requests | Identifies the unit Performance Max is optimizing toward. |
| Action status | Primary and included in campaign conversion goals | Shows whether bidding is intended to use the signal. |
| Modeling or interaction note | Modeled estimate; click-based local action | Prevents readers from treating unlike events as equivalent. |
| Conversion window | 30 days by default for Store visits, or the documented account setting | Defines the period in which credit can be recorded. |
| Eligibility and locations | Store-visit eligible; 10 locations recommended, or local-action setup with five recommended | Explains why a goal is available and how the setup compares with guidance. |
| Evaluation date | After one to two complete conversion cycles | Prevents premature decisions while reporting matures. |
| Business validation | Sales, answered calls, appointments, or operational arrival data | Connects the Google action to an outcome the business can verify. |
Bottom line
Measure the outcome you actually want: Store visits for modeled foot-traffic estimates when the account is eligible, call clicks for call-start intent, and direction requests for route-seeking intent. Keep the actions separate, make only the intended signal Primary, assign defensible values, and wait one to two complete conversion cycles before judging the change.
Google’s goal labels, eligibility rules, and recommendations can change. The guidance summarized here was checked against Google Ads Help material on October 13, 2026; confirm the current account interface and Help documentation before implementation.
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