Why Local Conversions Matter
Local SEO can make your business visible, but visibility alone does not pay the bills. A phone call, a booking, a quote request, or a store visit is where search traffic turns into leads, customers, and revenue. Ranking first with no conversion tracking is like running a store with no cash register: you know people come in, but you cannot tell what they buy.
Every local action is a conversion candidate. A customer can tap your number to make a phone call, click for directions to reach your store, submit a contact form for a quote request, send a WhatsApp message, book an appointment, make a reservation, or place an order. When you define and track these actions, you find out which queries produce purchases and which only produce clicks that go nowhere.
Google Business Profile (GBP) makes part of this work easy. Its Insights panel reports calls, direction requests, website clicks, messages, and bookings directly on your listing. The rest, such as call tracking numbers, booking confirmations, and store visit data, needs your own analytics setup. Together they give you a full revenue picture that justifies every dollar of local SEO spend.
This checklist walks through the complete pipeline in order: defining conversions, tracking calls, optimizing bookings, reading GBP metrics, and finally measuring store visits and ROI. Work top to bottom and you will know exactly which marketing produces leads and revenue for your local business.
Local Conversion Optimization at a Glance
Scan all 17 checks grouped by category before you start. Click any row to jump to its full explanation below.
| Category | Checklist Item |
|---|---|
| Conversion Foundation | 1Define your local conversions |
| Conversion Foundation | 2Set up goal-based tracking |
| Conversion Foundation | 3Establish a conversion baseline |
| Calls and Phone Conversions | 4Phone call tracking |
| Calls and Phone Conversions | 5Call tracking numbers |
| Calls and Phone Conversions | 6Click to call optimization |
| Calls and Phone Conversions | 7Call response management |
| Booking and Appointment Optimization | 8Online booking setup |
| Booking and Appointment Optimization | 9Appointment scheduling |
| Booking and Appointment Optimization | 10Reservation integration |
| Booking and Appointment Optimization | 11Order integration |
| Local Conversion Tracking | 12GBP conversion metrics |
| Local Conversion Tracking | 13Direction requests and website clicks |
| Local Conversion Tracking | 14Message tracking |
| Store Visits and Attribution | 15Store visit measurement |
| Store Visits and Attribution | 16Foot traffic attribution |
| Store Visits and Attribution | 17Revenue tracking and ROI |
Local Conversion Optimization Checklist
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Conversion Foundation 3 items
Define your local conversions
Before you track anything, write down exactly which actions count as a local conversion for your business. A general rule is that any action connecting a searcher to you or your storefront qualifies: a phone call, a website click that leads to a contact form, a direction request, a booking, an appointment, a reservation, an order, a message, or a quote request. The final and most valuable conversion is always a store visit that ends in a purchase, because that is where revenue is actually generated.
The trap most owners fall into is treating every website session as equal. A visitor who clicks your menu and leaves has done nothing yet, while a visitor who taps your click to call button has become a lead. Write each conversion type down, give it a name you can reuse in analytics, and decide which are primary, those that drive revenue directly, and which are secondary, those that build toward a purchase.
Keep your customer lifecycle in mind: a quote request is a lead, a confirmed booking is a customer in progress, and a completed order is revenue. When your whole team agrees on these definitions, every report below makes sense and nobody argues about what a conversion is.
1st step: List every way a customer can reach you from search: a phone call, direction request, booking, reservation, order, message, quote request, or contact form.
2nd step: Mark the actions that drive revenue directly, like a purchase, order, or confirmed booking, as your primary conversions.
3rd step: Mark the actions that build toward a sale, like a quote request or a message, as secondary conversions.
4th step: Give each conversion a clear name you will reuse in analytics and review the list with your team until everyone agrees.
Set up goal-based tracking
Once your definitions exist, wire them into analytics so every conversion is counted automatically. Google Analytics 4 (GA4) is the practical choice because it is free and built to record events. A contact form submission, a quote request button click, a booking confirmation page view, and even a phone tap on mobile can all fire as GA4 events.
For each event you mark as a conversion, GA4 starts reporting volume over time in your conversions panel. Tag your URLs so you know the source: a call from a directory, a website click from Google Maps, or a booking from a social post each gets its own attribution. Link GA4 to Google Ads and your Google Business Profile data where possible so reporting flows into one dashboard.
Measure the whole journey, not just the final purchase. A message inquiry, a quote request, and a contact form submission are early signals that a lead exists. Capture them as events and you will catch prospects who return later instead of buying in one session. Dedicate a few hours here because every later check in this checklist depends on clean data.
1st step: Create a GA4 property for your site and install the tracking tag on every page, using Enhanced Measurement for outbound clicks and form events.
2nd step: Create custom events for lead_form_submit, quote_request, booking_confirmation, and click_to_call.
3rd step: Mark each event as a conversion in the Admin panel and verify them in the DebugView tab.
4th step: Tag your campaign URLs with utm_source and utm_medium so every conversion keeps its source.
Establish a conversion baseline
You cannot prove growth without a starting point. Before you launch call tracking, new booking flows, or any optimization work, record how many phone calls, website clicks, direction requests, bookings, messages, quote requests, and orders you get right now. This baseline is the number your future reports compare against.
Pull the numbers from what you already have: GBP Insights gives you historical calls and direction requests, GA4 gives you website clicks and form submissions, and your point of sale or booking system gives you reservations, appointments, and orders. If a number does not exist yet, write that down too, because it means that conversion was invisible to you before this checklist.
Review the baseline every month and compare like with like. In one month of local SEO work you might see phone calls go from 40 to 60 while direction requests stay flat, and that tells you which channel is responding. Take a dated screenshot of each source and save it in a shared folder, because retroactive data is usually impossible to recover.
1st step: Open GBP Insights and record your calls, direction requests, website clicks, messages, and bookings from the last 90 days.
2nd step: Open GA4 and note total sessions, website clicks, and contact form submissions for the same period.
3rd step: Pull inbound call counts from your phone or PBX log and pull appointments, reservations, and orders from your booking or POS system.
4th step: Save a dated screenshot of each source in a shared folder and recompute the baseline at the start of every month.
Calls and Phone Conversions 4 items
Phone call tracking
Phone calls are the highest-intent local conversion there is, so you need to count every one. Basic phone call tracking starts with your call logs and GBP Insights, which both tell you total call volume. That is one step above nothing, but it cannot tell you which page, ad, or listing drove the call.
Full call tracking adds call-level detail through a dedicated platform such as CallRail, CallTrackingMetrics, or a local alternative. These services assign a tracking number per traffic source. The system swaps the number you display based on where the visitor came from, then records the call, transcribes it, and stores the source data.
At the end of the week you can see that 21 calls came from your Google Business Profile, 9 from a directory, and 3 from a blog article. Even better, you can read transcriptions to catch missed quote details and customer objections. For most local businesses this is the single highest-value tracking investment available.
1st step: Start with the free layer: open GBP Insights and review the calls report monthly, then export your PBX call log to a spreadsheet.
2nd step: Sign up for a call tracking platform and create a tracking number for each channel: GBP, website, directories, paid ads, and social.
3rd step: Install the dynamic number insertion script on your site so the displayed number changes based on the visitor's source.
4th step: Enable call recording and transcription, connect the platform to GA4 as a conversion event, and review calls by source and hour every week.
Call tracking numbers
A call tracking number is a forwarding number that routes a call to your real phone while recording the channel that produced it. It works on the Google Business Profile too: you can display a tracking number on your listing instead of your main line, and GBP still reports the call in Insights. Callers never notice, because the forwarding is instant and your real phone rings normally.
The biggest practical win is number swapping. One tracking number lives on your website footer, a second on your GBP, a third on directory citations, and a fourth on your ad campaign. When a call arrives you know its exact origin, which means you finally see which marketing produces actual leads. The numbers also give you per-location control: a multi-location business shows a different number for each city, so every storefront reports its own call volume.
Plan the number per channel and keep a log of which number maps to which channel. Test one call through each number after setup to confirm routing works, because call data is worthless if the wrong number is pinned to the wrong channel.
1st step: Choose a call tracking provider such as CallRail, CallTrackingMetrics, or Twilio.
2nd step: Buy one tracking number per channel: GBP, website via dynamic number insertion, directories, and paid ads.
3rd step: Configure forwarding rules to your real phone and record each number to channel mapping in a spreadsheet.
4th step: Test every number with a real call, set an off-hours routing rule, and verify each month that every number still forwards.
Click to call optimization
A click to call action is a tap to dial shortcut that removes every barrier between a local searcher and your phone. On mobile, which drives most local searches, this can be the difference between a new customer and a lost lead. Start with your Google Business Profile: your phone number should be clickable and confirmed so Google turns it into a tap to call button on Maps.
On your website, the header phone number must be a live tel link on every page, and a sticky mobile call button is worth adding because it stays visible as people scroll. The button should say Call Now or Call for a Quote with your number visible, not a generic icon with no context. Match the intent too: if most calls come from a service page, put the call button at the top of that page and near the pricing list.
Track these taps as a proper conversion. In GA4, tel links can be tagged as click to call events, and call tracking platforms fire their own conversion event when one of their numbers is tapped. Review tap rates in GA4 and fix pages where the button exists but nobody presses it.
1st step: Confirm your phone number in the Google Business Profile so Google shows a tap to call button on Maps and search.
2nd step: Make every header and footer number on your website a live tel link and add a sticky mobile call button.
3rd step: Place a clearly labeled call button above the fold on service pages and near the pricing or service list.
4th step: Add a click_to_call event to your tel links in GA4 and compare tap rates per page, fixing any page where the button goes unused.
Call response management
A tracked call only becomes a lead if someone answers it well and fast. Call response management protects the phone call conversion you just spent all that effort tracking. Speed is the first battleground: callers who wait lose interest and call the competitor.
Study your call data for the worst times of day, especially lunch hours and after closing gaps, and either add staffing or use a call handling service for those windows. Missed calls should never vanish silently. Route them to a voicemail that plays your business name, hours, and a switch to bookings, then respond to every missed call within the hour.
Your answering script matters almost as much as speed. Answer with the business name, ask a helpful opening question tied to why they called, capture the quote request details like location and budget, and confirm the next step before anyone hangs up. Send a follow-up text or email summary after the call, then review a handful of recorded calls each week and fix sloppy pickups and long holds.
1st step: Measure your average answer time and missed call rate from the call log, and identify peak hours from 90 days of data.
2nd step: Cover the peak gaps with extra staffing or a call handling service, and set up voicemail with your name, hours, and booking details.
3rd step: Write a five line answering script and create a missed call callback protocol that responds within one hour.
4th step: Send a follow-up text or email after every call, then review five recorded calls weekly with your team to fix weak spots.
Booking and Appointment Optimization 4 items
Online booking setup
Online booking turns a casual search into a scheduled customer without a single phone call, and it captures a conversion in data rather than in someone's memory. Start by enabling the booking button on your Google Business Profile: link your booking provider under GBP settings, and Google shows a Book button on your listing and reports booking clicks in Insights.
On your website, the booking flow belongs on the pages where demand peaks: the homepage, the service pages, and the contact page. Make the button obvious, keep the form to essential fields, and let customers choose their own appointment time instead of forcing a callback. Confirm each booking instantly with an email and an SMS reminder, because confirmations slash no-shows and build trust.
Every confirmed booking must become a conversion in analytics. Tag the booking confirmation page as an event in GA4, or send booking data from the scheduler through a webhook or pixel. Track the whole funnel: how many visitors view the booking page, how many start, how many finish, and where they drop off.
1st step: Enable the Book button in GBP booking settings and link your scheduling provider.
2nd step: Add a booking call to action to the homepage and every service page, keeping the form short: name, service, time, and contact.
3rd step: Auto confirm every booking with an email and an SMS reminder.
4th step: Make the confirmation page a GA4 conversion event and send booking data through a webhook or pixel if your scheduler allows it.
5th step: Review the funnel monthly: booking page views, flow starts, bookings confirmed, and the abandonment point.
Appointment scheduling
For service businesses like dentists, salons, and consultants, the appointment is the core revenue unit, so scheduling must feel frictionless across every channel a customer uses. Pick one scheduling tool, Calendly, Acuity, or an industry platform, and use it everywhere: embedded on your website, linked from your GBP booking button, and shared in your SMS and email replies.
The scheduler should show real availability and enforce buffer times so you never overbook. Add the same scheduler to your social profiles and ad landing pages, because a customer who found you on Instagram should book without hunting for a link. Reminders do the heavy lifting: send an SMS confirmation at booking time and a reminder 24 hours ahead, because reminders mean fewer no-shows and more billable appointments.
Track appointments as conversions the same way as bookings: mark the confirmation page in GA4 and reconcile the count against your calendar. Watch the abandoned scheduling flow. If many visitors stop mid step, trim fields, offer fewer steps, and test a different layout.
1st step: Pick one scheduler, such as Calendly or Acuity, and embed it on your service and contact pages.
2nd step: Link the scheduler to the GBP booking button and set buffers between slots to avoid overbooking.
3rd step: Configure an SMS confirmation at booking time and a 24 hour reminder.
4th step: Share the scheduler link in replies and social bios, and track confirmed appointment events in GA4 against your calendar.
Reservation integration
Restaurants, hotels, and venues live on reservations, and the ones with the smoothest booking process win the most tables and rooms. Start by connecting your reservation system to your Google Business Profile so a Reserve button appears on your listing and Google counts those clicks in Insights. OpenTable, Resy, and hotel channel managers all integrate with GBP.
On your website, the reservation widget should live one click from the top of the page, never hidden behind a menu. A customer deciding where to eat will pick the place they can book in ten seconds. Keep the form minimal, party size, date, time, and contact details, and show availability immediately. Automate confirmations and same-day reminders, because table no-shows translate directly into lost revenue.
Treat reservations as measurable conversions: connect your platform to GA4 or pass events through its integration, then track the path from a GBP website click through to a completed reservation. The number of reservations that start on search tells you which marketing drives covers.
1st step: Connect your Google Business Profile to your reservation platform, such as OpenTable, Resy, or a hotel system.
2nd step: Confirm the Reserve button shows on your listing and embed the reservation widget near the top of your website.
3rd step: Keep form fields minimal, party size, date, time, and contact, and enable instant confirmation plus day of reminders.
4th step: Pass reservation events to GA4 and review clicks, completed versus abandoned reservations, no-show rate, and channel split each month.
Order integration
For restaurants, bakeries, and retail shops, the order is the cleanest conversion of all because it ends in an actual purchase. The goal is to let customers order from inside the same journey that started in search. Enable ordering on your Google Business Profile by linking a food ordering platform or your own storefront, because a Place Order button captures demand before the customer lands elsewhere.
On your website, put the order button beside your menu and pricing and keep the checkout as short as possible. The fewer taps between intent and purchase, the fewer abandoned carts. Event tracking is essential: tag the order button click as a starter event and the purchase confirmation as the conversion event in GA4, including the order value.
Connect your POS or ecommerce backend so completed orders flow into your dashboard automatically. Use order data to find your best customers, the ones who order repeatedly, and market to them through SMS and email. When orders are tracked with revenue attached, your local SEO ROI report finally contains actual money.
1st step: Add ordering to your Google Business Profile through a food platform or your own storefront and confirm the Order button appears.
2nd step: Put an order call to action next to your menu and pricing pages and shorten checkout to the minimum fields.
3rd step: Tag order start and purchase events in GA4 with the order value included.
4th step: Connect your POS or ecommerce backend for automatic order flow, and review order clicks, conversion rate, and repeat customer rate monthly.
Local Conversion Tracking 3 items
GBP conversion metrics
Your Google Business Profile is the reporting goldmine of local SEO because it counts the most important local conversions without any extra software. Open the Insights panel and you will see total calls, direction requests, website clicks, and messages, plus booking and order clicks once those features are connected. The profile also tells you how customers found you, organic search versus direct search versus maps, and which queries prompted the actions.
Read these metrics monthly and store them alongside your baseline. The most valuable habit is comparing this month against last month and against the same month last year, because local demand is seasonal and a dip in calls in January means nothing if January always dips. Clear outdated details from the profile first, because Insights are only useful if the phone number and URL on the listing are what customers actually reach.
Use the search query data to spot keywords that actually convert. When the query that drives most of your calls is one you have never optimized a page for, that is a content gap worth fixing. Also check your call to click ratio: a listing getting website clicks but almost no calls may be sending searchers to a weak page.
1st step: Open Business Profile and select Insights.
2nd step: Review total calls, direction requests, website clicks, messages, and any booking and order clicks each month.
3rd step: Note which search queries drove each action and compare this month against last month and the same month last year.
4th step: Compute calls per 100 profile views and flag converting queries that have no dedicated page, then build those pages.
Direction requests and website clicks
Direction requests and website clicks are the two conversion actions that prove your listing is working, even if no money changes hands yet. A direction request means someone is physically planning to visit your store, which is as close to a purchase intention as a local conversion gets. Track the count in GBP Insights and watch the query data to learn what people search before they ask for directions.
Website clicks tell you when people prefer to explore your site instead of calling, which usually means deeper research before converting. Make sure every website click lands on a fast, mobile-friendly page that matches the search. If your GBP links to a slow homepage while competitors link to a dedicated landing page for the exact service, you are leaking website clicks.
Use the website link in GBP so each location or promotion has its own trackable destination. Compare direction requests to confirmed store visits later, because the gap between the two shows how much demand you turn into actual feet in the door.
1st step: Record direction requests and website clicks from GBP Insights every month.
2nd step: Review the search queries behind both actions so you know what people want before they ask for directions or visit your site.
3rd step: Link your GBP to relevant landing pages, not just the homepage, using unique URLs per location or promotion.
4th step: Fix slow or unhelpful click destinations and compare direction requests against estimated store visits each month.
Message tracking
Messages are the quiet conversion channel that many local businesses never measure. Customers message through GBP chat, website chat widgets, and text or WhatsApp numbers, and these inquiries are leads they prefer to send in writing rather than by phone. Enable GBP messaging and respond to inbound messages within 15 minutes, because fast responses measurably increase the chance of a purchase.
Track every message as a conversion. GBP Insights reports the message count on your profile, while website chat and WhatsApp can be tagged as GA4 events so the stream flows into your dashboard. Log each inquiry: where it came from, what they asked, the quote request details, and whether it led to a booking, reservation, order, or lead. That history turns a vague chat log into a lead pipeline you can review.
Make response speed a weekly report, because the chat window is short and customers open the next business the moment you go quiet. Route messages to the right people during business hours and set up an autoresponder for nights and weekends that collects the basics and promises a callback.
1st step: Enable messaging in your GBP settings and add a website chat widget or WhatsApp number.
2nd step: Tag message opens and replies as GA4 events where possible, and set a 15 minute response benchmark.
3rd step: Log every inquiry in a spreadsheet or CRM with its source, question, and outcome.
4th step: Review messages per channel, median response time, and message to booking conversion rate each week.
Store Visits and Attribution 3 items
Store visit measurement
A store visit is the ultimate local conversion because it brings revenue into the building, and Google estimates it for you through GBP. In Insights, Google uses location data to estimate how many people visit your physical location after searching for your business, then reports store visits as a separate metric. It is an estimate, not a precise headcount, but it is the only free digital to physical bridge most businesses have.
Treat the number as a trend line, not a census. Add independent confirmation on your own: a promo code given only to online searchers, a loyalty app, or sensor and Wi-Fi analytics in the store. Compare estimated visits to direction requests, because the gap, requests that never became visits, tells you what to fix like signage, parking, or business hours.
Match store visits against purchase data from your point of sale. When visits rise and revenue rises with them, your local marketing is converting. When visits rise but revenue stays flat, the problem is in store, not online.
1st step: Enable location history on the accounts used for your GBP so store visit reporting turns on.
2nd step: Open Insights and review the monthly store visits estimate and its trend line.
3rd step: Compare visits to direction requests to find the drop off at the door.
4th step: Cross check with a search only promo code, loyalty check-ins, or sensor data, and compare weekly visits against POS purchase data.
Foot traffic attribution
Measuring foot traffic is one thing, knowing which marketing brought in each visitor is another. Foot traffic attribution connects the physical visit back to its source, so you can prove that a blog post, a map listing, or a paid ad actually moved people into the store. The cleanest method is unique offers per channel.
Give GBP searchers one promo code, directory browsers a second, and social followers a third, then record which code customers present at checkout. The redemption rate converts directly to attributed store visits. For a simpler version, add a how did you find us field to your checkout, reservation, or loyalty signup flow. The data is imperfect, people guess, but it frames the visit in your customer's own words.
A step deeper is geofencing, which fires a conversion alert when a tracked device that viewed your ad enters a radius around your store. Combine these manual sources with the GBP visit estimates and direction requests to sanity-check each other, then shift budget to whatever channel physically brings customers through the door.
1st step: Create a unique promo code for each channel: one for GBP searchers, one for directory browsers, and one for social and email.
2nd step: Record code redemption at checkout and in your POS, and add a how did you find us question to checkout or signup.
3rd step: Set up geofencing on your ads around the store if you run paid campaigns.
4th step: Cross check with GBP store visit estimates and direction requests, then compute cost per attributed visit per channel each month.
Revenue tracking and ROI
The final check ties everything together: converting your tracked calls, bookings, orders, messages, and visits into revenue and ROI. Start by assigning an average value to each conversion type. A completed order carries its ticket value, a phone call that becomes a quote carries the average job size, and a store visit carries the average purchase amount.
Multiply each conversion count by its assigned value to estimate revenue per channel, then total it. To get ROI, subtract your local SEO costs, tools, content, and labor, from that estimated revenue, then divide by the cost. Report monthly rather than quarterly, because small wins show up faster and course corrections hurt less.
Do not stop at the first purchase. Customers who return are where local revenue compounds, so track customer lifetime value in your CRM and weigh returning customers more heavily. Connect GA4, your call tracking platform, your booking system, and your POS into one monthly reconciliation so every number derives from the same source of truth.
1st step: Assign an average value to each conversion: a call or quote request earns the average job value, a booking the average service value, an order the average ticket value, and a store visit the average purchase value.
2nd step: Estimate revenue per channel each month by multiplying each conversion count by its value.
3rd step: Track all costs, including tools, content, labor, and ads, then calculate ROI by subtracting cost from estimated revenue and dividing by cost.
4th step: Track customer lifetime value for repeat customers and reconcile GA4, call tracking, booking, and POS data monthly.
Local Conversion Tools
Free and paid tools to track calls, bookings, messages, and store visits.
Google Business Profile Insights
The starting point for every local conversion metric: calls, direction requests, website clicks, messages, bookings, and estimated store visits, all with query data.
FreeGoogle Analytics 4
Free event-based tracking for website clicks, contact forms, quote requests, bookings, and orders. Connect it to your call tracking and booking platforms for one dashboard.
FreeCallRail
Call tracking numbers per channel, dynamic number insertion, call recording, transcription, and source attribution for every phone call your business receives.
PaidCalendly / Acuity
Scheduling and booking platforms that embed on your site, link to the GBP booking button, confirm appointments, and send SMS and email reminders.
Free tierRelated Checklists
Keep exploring the local SEO series. Every checklist follows the same structure.
Google Business Profile
Optimize the listing that feeds every conversion metric in this checklist.
Local Measurement
Broader tracking, reporting, and analytics for your whole local SEO program.
Reviews and Ratings
Building the reputation signals that make customers trust you enough to convert.
Local Landing Pages
Build the pages that capture website clicks and turn them into bookings and orders.
Frequently Asked Questions
Common questions about local conversion optimization.
A local conversion is any high-value action a searcher takes that connects them with your business. Common local conversions include a phone call, website click, direction request, booking, appointment, reservation, order, message, quote request, contact form submission, and store visit. Any of these can turn a local search into a lead, customer, and revenue.
Open GBP Insights and review the phone calls report to see your total call volume over time. For attribution down to the query and keyword, add a call tracking number to your profile. That number can be swapped dynamically per visitor, so you see which campaign, listing, or page drove each call.
A call tracking number is a forwarding number that routes a call to your real phone while recording the source that generated it. You need one if you want to know whether your phone calls come from GBP, paid ads, directories, or your website. Without it, calls are invisible revenue and you cannot measure call-based campaigns.
Connect your scheduling tool to your analytics and tag the booking confirmation page as a conversion event. If your scheduling tool is separate, use URL parameters, a pixel, or webhook to pass booking data to GA4. On GBP, enable the booking button and Google will report booking clicks inside Insights.
GBP Insights reports estimated direction requests and store visits right alongside calls. Direction requests show how many people clicked Get Directions, and store visits estimate how many of those requests actually reached your location. Combine them with sensor data or promo code redemption if you want independent confirmation.
Three pieces cover most local businesses: GA4 with a website click event and contact form submission conversion, GBP Insights reviewed monthly for calls and direction requests, and a call tracking number for phone calls. Booking, reservation, order, and message platforms should then be linked to GA4 as conversions too.
Assign a value to each lead type: calls, bookings, quote requests, and orders all earn different amounts. Multiply conversions by their average value to get estimated revenue, subtract your local SEO spend, then divide by spend to get ROI. Track customer lifetime value separately because repeat customers are where local revenue compounds.