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The category of conversions that are associated with a ConversionAction.

UNSPECIFIED Not specified.
UNKNOWN Used for return value only. Represents value unknown in this version.
DEFAULT Default category.
PAGE_VIEW User visiting a page.
PURCHASE Purchase, sales, or "order placed" event.
SIGNUP Signup user action.
DOWNLOAD Software download action (as for an app).
ADD_TO_CART The addition of items to a shopping cart or bag on an advertiser site.
BEGIN_CHECKOUT When someone enters the checkout flow on an advertiser site.
SUBSCRIBE_PAID The start of a paid subscription for a product or service.
PHONE_CALL_LEAD A call to indicate interest in an advertiser's offering.
IMPORTED_LEAD A lead conversion imported from an external source into Google Ads.
SUBMIT_LEAD_FORM A submission of a form on an advertiser site indicating business interest.
BOOK_APPOINTMENT A booking of an appointment with an advertiser's business.
REQUEST_QUOTE A quote or price estimate request.
GET_DIRECTIONS A search for an advertiser's business location with intention to visit.
OUTBOUND_CLICK A click to an advertiser's partner's site.
CONTACT A call, SMS, email, chat or other type of contact to an advertiser.
ENGAGEMENT A website engagement event such as long site time or a Google Analytics (GA) Smart Goal. Intended to be used for GA, Firebase, GA Gold goal imports.
STORE_VISIT A visit to a physical store location.
STORE_SALE A sale occurring in a physical store.
QUALIFIED_LEAD A lead conversion imported from an external source into Google Ads, that has been further qualified by the advertiser (marketing/sales team). In the lead-to-sale journey, advertisers get leads, then act on them by reaching out to the consumer. If the consumer is interested and may end up buying their product, the advertiser marks such leads as "qualified leads".
CONVERTED_LEAD A lead conversion imported from an external source into Google Ads, that has further completed a chosen stage as defined by the lead gen advertiser.