Google Ads Local Actions - Website Visits: What It Means and How to Set It Up

If you've seen a conversion goal called "Local Actions - Website Visits" in your Google Ads account, it's worth understanding exactly what it measures before you read anything into the number, because it's not what most people assume. It's one of six local actions conversions, and it's reporting-only, there's no bidding available for this one at all.

What triggers a "Local Actions - Website Visits" conversion

Per Google's own documentation, Website visits tracks the number of "Website" clicks on your business locations, while or after engaging with your ads. This is specifically a click on the "Website" button inside a Business Profile listing, not a general count of everyone who reached your site from a Google Ads click. It measures one narrow path to your website: someone interacting with your ad, landing on your Business Profile, then clicking through from there.

Is it available for bidding, or reporting only

Reporting only. Website visits, along with Other engagements, Orders, and Menu views, cannot be used in a Smart Bidding strategy. You can see the number, you can't optimize campaigns toward it.

Why this isn't the same as your regular website conversion tracking

This is the mix-up that matters most for this particular local action, because the name makes it sound bigger than it is. Your standard Google Ads conversion tracking, the tag or GTM trigger firing on form submissions, purchases, or other on-site actions, measures everyone who takes that action on your website, regardless of how they got there. Local Actions - Website Visits only counts clicks on the "Website" button inside your Business Profile specifically. Someone who clicks your Search ad and lands directly on your site never touches this metric at all. If you're trying to gauge overall website traffic from Google Ads, this number will badly undercount it, because that's not what it's measuring.

Where to find it in your account

Conversion goals page. Goals → Summary → View all conversion actions, filtered by Conversion Action.
Campaign overview page. Campaigns → add the "All Conversions" column, filtered by Campaign segment.
Stores report. Campaigns → Stores.

How to set it up

Link your Google Business Profile to Google Ads, so location assets exist.
Confirm location assets are active at the account, campaign, and ad group level.
Wait for at least one Website click to occur on a Business Profile listing. Google creates the goal after a real conversion, not before.
Google auto-creates "Local Actions - Website Visits" as a Google-hosted goal. No tag or code to install, it comes from location asset interaction data.
There's nothing further to configure for bidding, since this goal is reporting-only regardless of campaign type.

Eligibility

Available for any advertiser with active location assets in eligible countries. Reporting is restricted for sensitive categories, religion, sexual interests, children, and certain health-related businesses including abortion clinics, addiction treatment facilities, domestic violence shelters, fertility centers, and counseling centers.

Frequently asked questions

Does this measure all traffic from Google Ads to my website? No. It only counts clicks on the "Website" button inside your Business Profile listing specifically. Anyone who clicks your ad and lands directly on your site isn't included in this number.

Can I bid toward Local Actions - Website Visits? No. It's reporting-only in every campaign type. Only Directions and Clicks to call support bidding, and Clicks to call only in Performance Max.

Should I use this instead of standard Google Ads conversion tracking? No. This is a narrow, supplementary metric about Business Profile engagement. Your standard on-site conversion tracking, forms, purchases, calls, still needs to be set up and maintained separately and is the more complete picture.

Do I need to install anything for this to appear? No. It's generated automatically as a Google-hosted goal once your Business Profile is linked, location assets are active, and at least one qualifying click has occurred.

Why is this number so much lower than my total website clicks from Google Ads? Because it's measuring a different, narrower thing, clicks specifically from your Business Profile listing, not overall ad-to-website traffic. A low number here doesn't mean your campaigns are underperforming.

Full detail is in Google's own documentation on local actions conversions.

This is one of six local actions conversions. See the full local actions conversions guide for how it compares to the other five.

If you're not sure whether your actual website conversion tracking is set up correctly, separate from anything Business Profile related, that's what conversion tracking covers.