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
conversion action type maps to Calls from a
website in the Google Ads UI.
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.
ConversionAction encompasses several
types of website conversions, distinguished within the API by the
type field in
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|
For advertisers that run iOS App Campaigns,
and have implemented SKAdNetwork,
it's possible to access SKAdNetwork data provided to Google at the
Campaign level using the below resources:
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
A value of
Conversion actions can be used to upload offline
call conversions into Google Ads by setting the
conversion action type to
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.
Conversion goals help you organize your conversion actions so that you can more easily optimize toward your advertising objectives. Check out the goals guide for more information.
Conversion value rules
Conversion value rules let you define rules for adjusting the values of your conversions based on various dimensions.
Enabling conversion tracking
You can check your account's conversion tracking setup and confirm conversion
tracking is enabled by issuing the following query with
SELECT customer.conversion_tracking_setting.conversion_tracking_id, customer.conversion_tracking_setting.conversion_tracking_status, customer.conversion_tracking_setting.cross_account_conversion_tracking_id, customer.conversion_tracking_setting.google_ads_conversion_customer FROM customer
conversion_tracking_status field indicates whether conversion tracking
is enabled and whether the account is using cross-account conversion
Conversion tracking is not enabled for the account. Enable conversion tracking by creating at least one
ConversionActionin the account identified by
Starting with v12 of the Google Ads API, the
conversion_tracking_idwill be a non-zero value, even if the
NOT_CONVERSION_TRACKED. If your application uses
conversion_tracking_idto determine if conversion tracking is enabled, switch to using
Conversion tracking is enabled, and the account is managing its conversions instead of using cross-account conversion tracking.
Conversion tracking is enabled and the account is using cross-account conversion tracking. The account specified in the
login-customer-idof the request and returned in
google_ads_conversion_customerin the response manages conversions.
Conversion tracking is enabled and the account is using cross-account conversion tracking. However, the account managing conversions is the
google_ads_conversion_customer, not the
login-customer-idin the request header.
Cross-account conversion tracking
If you're using cross-account conversion
ConversionActionService returns the
following conversion actions:
- 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.