A conversion in Google Ads is when a user performs some specified action after clicking an ad or viewing a Display Network ad, 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.
To measure conversions, you set up a
ConversionAction for the type of conversion
action you want to track. For instance, an online purchase and a phone call
require different conversion actions.
Most conversion actions also require additional steps on your part to track them.
For instance, tracking conversion actions on your website requires creation of
ConversionAction with the
set as WEBPAGE and a code snippet called a tag that you add to the
conversion page on your website.
Note that the Source related to calls in the Google Ads UI
(Phone number clicks, Calls from ads, and Calls from websites) are
each mapped to a different
ConversionActionType in Google Ads API:
- Phone number clicks corresponds to CLICK_TO_CALL
- Calls from ads corresponds to AD_CALL
- Calls from websites corresponds to WEBSITE_CALL
Phone call conversions
Tracking phone calls from call extensions requires a
ConversionAction with a
These use a Google forwarding
number and specify the
conversion action in the phone call extension's
FeedItem. In the Google Ads UI, this type of conversion
is called Calls from ads.
A call is reported as a conversion if it lasts longer than a specified duration. The default is 60 seconds.
Website call conversions
this tracker requires
global_site_tag to be added
to your website to retrieve the dynamic Google forwarding number for call
tracking on numbers listed on your website. In addition, you must set up a
call extension and attach it
to the campaign or ad groups whose website calls you want to track.
The table below shows the equivalent API parameters to use for each Source in the Google Ads UI:
|Tracking Code Type||Google Ads UI Source|
||Phone number clicks|
Website and Phone number clicks conversions require the
(which should be placed on web pages that indicate a conversion action such as
a checkout confirmation or lead submission page) and
must be installed on every page of your website). You can retrieve both of
these attributes with
CLICK_TO_CALL type differs from
AD_CALL type in
ConversionAction.type in that it does
not track actual phone calls. Instead, it tracks only clicks on a phone number
from a mobile device. This is useful when you're unable to use a Google
forwarding number for tracking actual phone calls.
covers both mobile app installs and in-app actions for Android. The table below
shows the equivalent API parameters to use for each Source in the Google Ads UI:
|Conversion Action Type||Google Ads UI Source|
||Android app install (first open)|
||Android in-app action|
The number of conversions reported by Apple. This metric can only be segmented
by any combination of
The value of a conversion reported by Apple. This segment cannot be applied to
any metric other than
Additional conversion types
There are several types of conversion actions that cannot be created using the Google Ads API, but you can still retrieve their performance metrics in reports and, in some cases, modify some of their attributes.
Cross-account conversion tracking
- All conversion actions defined by the manager account used by the account for cross-account conversion tracking.
- All conversion actions on which the customer has accrued stats, including system-defined actions, and actions owned by the manager even if that manager unlinks subsequently.
- All actions the customer has defined in their own account, including Analytics
goals and transactions created in linked Google Analytics profiles. This
includes actions not imported into Google Ads, which will have a status of
HIDDENand can only be imported using the Google Ads UI.
You can set up and query cross-account conversion actions using the API, but you must opt in your accounts to cross-account conversion tracking from the manager account. Consult this help center article for more information.
Conversion value rules
Conversion value rules let you define rules for adjusting the values of your conversions based on various dimensions.
Effective conversion account
You can check an account's conversion tracking setup by issuing the following
SELECT customer.id, customer.conversion_tracking_setting.conversion_tracking_id, customer.conversion_tracking_setting.cross_account_conversion_tracking_id FROM customer
If a returned
cross_account_conversion_tracking_id has a non-zero value, then
the account is using cross-account conversion tracking and the effective
conversion account is a manager of this account.
cross_account_conversion_tracking_id is not set or is zero, then the
account is not using cross-account conversion tracking and the effective
conversion account is the Google Ads account.
To verify that conversion tracking is enabled for an account: