The present technology proposes techniques for managing indoor geolocation conversions based on a user's intent in an indoor location. An advertiser may determine the intent of a user of a mobile device and transmit advertisements to the mobile device related to the determined intent. The intent may be determined based on events that include a location of the mobile device, network browsing history, and a transaction made using the mobile device. The advertisement may provide the user with directions to an item based on location information from the mobile device. The advertisements may also load balance geolocation conversions in order to manage a number of users at a particular location.