Conversion management

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, uploading offline conversions, adjusting conversion values, monitoring the health of your conversions, and grouping conversion actions into conversion goals.

Getting started
Details on how to enable conversion tracking, confirm conversion tracking is enabled in your Google Ads conversion account, and retrieve conversion actions details for your account.
Create conversion actions

Guidance on how to identify which conversion action types align with your business objectives, and how they map to the Google Ads API.

This guide also includes a detailed a code example and guidance on how to create a conversion action in the Google Ads API using the Google Ads client libraries.

Import offline conversions

Implementation details on how to use offline conversion action types for conversion uploads.

The UPLOAD_CLICKS conversion action type is for uploading offline click conversions and enhanced conversions for leads.

The UPLOAD_CALLS conversion action type is for uploading offline call conversions.

Enhanced conversions

Guidance on integrating with enhanced conversions for web or enhanced conversions for leads. Enhanced conversions help you to improve the accuracy of your conversion measurement by supplementing your existing conversion tags with first-party conversion data, like email address, name, home address, and phone number.

Adjust conversions

Guidance on adjusting the value of a conversion after it's reported in Google Ads by uploading conversion adjustments.

Use conversion value rules to adjust the values of your conversions based on various dimensions.

Monitor conversion health

How to retrieve offline data diagnostics to review the overall health of your conversion upload and adjustment processes.


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.