A conversion in Google Ads is when a user performs some specified action after clicking an ad or viewing a Display Network ad. Conversions represent customer interactions vital to your advertising goals, such as purchasing a product, installing a mobile app, or signing up for an email list.
Conversion tracking provides key insights into users' actions after viewing or clicking an ad. You can keep track of users who call, buy a product, install a mobile app, and more.
The Google Ads API lets you programmatically manage the end-to-end workflow for conversion management. The conversion management guide is divided into the following sections that include creating conversions, importing offline conversions, adjusting conversion values, monitoring the health of your conversions, and grouping conversion actions into conversion goals.
- Conversion action categories
- Guidance on how to identify which conversion action types align with your business objectives, and how they map to the Google Ads API.
- Getting started
- How to set your account up for conversion tracking, along with a detailed code example showing how to create a conversion action in the Google Ads API using the Google Ads client libraries.
- Manage offline conversions
- Implementation details on how to import offline conversions to measure real world transactions such as a qualified lead over the phone or in-office payment. We recommend starting with (or upgrading to) Enhanced Conversions for Leads, an updated offline conversion import that utilizes first-party data, such as your customer email or phone number, to get the most accurate measurement and performance.
- Manage online conversions
- Website conversion actions are measured using Google Tag, but you can use the API to improve the accuracy and performance by supplementing your existing conversion tags with first-party conversion data, like email address, name, home address, and phone number using Enhanced Conversions for Web.
- Manage call conversions
- Implementation details for importing call conversions.
- Manage store sales conversions
- Implementation details for importing offline transactions to the Google Ads API.
- Adjust conversions after import
- Implementation details for how to modify conversions after they've been imported.
- Manage conversion value rules
- Details for setting up conversion value rules, which automatically modify the value of a conversion if it meets user-defined criteria.
- Custom conversion variables
- Details for setting up custom conversion variables, which you can use to associate additional information, in the form of tags, to an imported conversion.
- Conversion goals
- Details for setting up conversion goals, which help you organize sets of conversion actions in order to optimize towards your advertising goals.
- Monitor conversion import health
- How to retrieve offline data diagnostics to review the overall health of your conversion import and adjustment processes.
- Reporting
- How to report on the performance of your conversion actions, plus a mapping of the different Google Ads UI metrics to the Google Ads API.