You own a small bike store and want to learn about your customers' journeys between an ad engagement and an in-store visit. What metric should you use?

Analysis of Correct Answer(s)

The correct metric is Local Actions. This is a comprehensive category of conversion actions that tracks how online ads drive customer interactions related to a physical business location. It provides the clearest view of the customer's journey from seeing an ad to engaging with the physical store.

Local Actions encompass several key interactions, giving a holistic picture of user intent: - Directions: Clicks on a "Get directions" button. - Calls: Clicks on a "Call" button from an ad. - Website Clicks: Visits to location-specific pages (e.g., store hours, inventory). - Store Visits: Estimated number of people who visit your store after an ad interaction.

By measuring Local Actions, the bike store owner can understand the various steps a customer takes before physically arriving, offering a complete view of the journey.

Analysis of Incorrect Options

• Store Visits: This is a crucial metric, but it's only one type of local action. Local Actions is a broader, more informative category that includes store visits plus other journey-related steps like getting directions or calling the store.

• Store Sales: This metric measures the final outcome (a purchase), not the customer's journey to the store. It doesn't capture customers who visit because of an ad but don't buy anything on that specific trip.

• Ad Actions: This is a generic term for any engagement with an ad (e.g., clicks, likes, shares). It is not specific enough to measure the connection between an online ad and an offline, in-store interaction.