Tracking and Importing Conversions

A conversion in AdWords 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. AdWords provides different conversion trackers for the different ways customers convert.

This guide describes the different types of conversion trackers and how to apply them. It also describes how to use the API to import offline conversions into AdWords.

Types of conversion trackers

To measure conversions, you set up a ConversionTracker for the type of conversion actions you want to track. For instance, an online purchase and a phone call require different conversion trackers.

Most conversion types also require additional actions on your part to track them. For instance, tracking conversion actions on your website requires creation of an AdWordsConversionTracker and a code snippet called a tag that you add to the conversion page on your website.

The following sections describe the different types of conversion trackers.

Phone call conversions

Tracking phone calls from call extensions requires an AdCallMetricsConversion tracker. These use a Google forwarding number and specify the conversion tracker in the phone call extension's FeedItem. In the AdWords user interface, this type of conversion is called Calls from ads.

You track this conversion type by specifying the tracker in the phone call extension's FeedItem using the placeholder type for CONVERSION TYPE ID.

A call is reported as a conversion if it lasts longer than a specified duration. The default is 60 seconds.

Conversions on websites

The AdWordsConversionTracker encompasses several types of website conversions, distinguished within the API by the trackingCodeType field.

The table below shows the equivalent API parameters to use for each Source in the AdWords user interface:

trackingCodeType	AdWords UI Source
WEBPAGE	Website
WEBPAGE_ONCLICK	Click
CLICK_TO_CALL	Phone number clicks
---	Analytics

Website and Phone number clicks conversions require the ConversionTrackerService to retrieve a code snippet and place it on web pages that indicate a conversion action, such as a checkout confirmation or lead submission page.

Note: The AdWords user interface contains another Tracking event option called Click. This option is used to control the code snippet (tag) generated for the conversion tracker, and can be changed without impacting conversion tracking. The AdWords API only supports the generation of tags for Tracking event when set to Page Load: To avoid overwriting any Tracking events set to Click in the AdWords user interface, make sure you do not set the trackingCodeType on mutate() SET operations.

The CLICK_TO_CALL type differs from AdCallMetricsConversion 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.

Note: Analytics goals and transactions created in Google Analytics profiles linked to this AdWords account are returned with no trackingCodeType. They have a status of HIDDEN if they haven't been imported into AdWords. The status of conversion trackers cannot be changed via the API; they can only be imported using the AdWords user interface.

App conversions

An AppConversion covers both mobile app installs and in-app actions, for Android and iOS. The table below shows the equivalent API parameters to use for each Source in the AdWords user interface:

appPlatform	appConversionType	AdWords UI Source
ITUNES	FIRST_OPEN	iOS app install (first open)
ITUNES	IN_APP_PURCHASE	iOS in-app action
ANDROID_MARKET	DOWNLOAD	Android app install (from Google Play)
ANDROID_MARKET	FIRST_OPEN	Android app install (first open)
ANDROID_MARKET	IN_APP_PURCHASE	Android in-app action

Note: If you're also specifying the category field, set it to DOWNLOAD only if the appConversionType is DOWNLOAD or FIRST_OPEN.

When you specify FIRST_OPEN as the appConversionType, you can provide an appPostbackUrl to get instant confirmation when a user first opens your app. See the Android mobile app conversion tracking guide for more details.

Upload click conversions

An UploadConversion maps to the Import conversion source in the AdWords user interface followed by Conversion from clicks. When they're created in the web interface, auto-tagging is automatically enabled for the account, but this does not occur when you create the conversion tracker via the API. If you create a conversion tracker using the API, you should enable auto-tagging using CustomerService. Without auto-tagging you won't get the GCLID parameter required to upload conversions corresponding to a click.

Once you create an UploadConversion, you can use the OfflineConversionFeedService to upload conversions for clicks. See Importing Click Conversions below for details.

Upload call conversions

An UploadCallConversion maps to the Import conversion source in the AdWords user interface followed by choosing Conversion from calls.

Once you create an UploadCallConversion, you can use the OfflineCallConversionFeedService to upload conversions for calls. See Importing Call Conversions below for details.

Calls from websites

A WebsiteCallMetricsConversion maps to Calls from a website in the AdWords user interface.

Unlike AdCallMetricsConversion, this tracker requires a code snippet 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.

System-wide default conversion trackers

AdWords provides some system-wide default conversion trackers that don't require tags. These trackers have default settings for various fields including name, value, etc.

If you want to edit the settings for these default conversion trackers, create a new ConversionTracker of the same subtype and provide the conversionTypeId of the system-defined tracker in the originalConversionTypeId field of that ConversionTracker object. This is equivalent to editing your account's own copy of the system-wide conversion tracker. All usage of the system-wide conversion tracker in your account is automatically replaced with the conversion tracker you just created (using the system-wide conversion tracker's ID as the originalConversionTypeId), including conversion stats in reports.

Only one ConversionTracker can be created from a system-defined conversion type in any account. If you try to create a second ConversionTracker using the same system-defined conversion tracker in the originalConversionTypeId field, the operation will fail. In other words, once you've edited a system-wide conversion tracker for your account, you own the edited copy and not the original.

In the case of call extensions, for example, all call extensions in the account that were using the system-wide AdCallMetricsConversion will be mapped to the new one you create. Any previous conversion stats that showed the system-wide conversion type will now show the new one.

The table below shows all the system-wide default conversion trackers and their IDs.

ConversionTracker	Name	conversionTypeId
AdCallMetricsConversion	Calls from ads	179
AppConversion	Android downloads	214

The default AppConversion is unique in that you cannot specify the App ID. Instead, it tracks all conversions from Google Play apps for which there is not a more specific AppConversion.

Cross-account conversion tracking

If you're using cross-account conversion tracking, the ConversionTrackerService returns the following conversion types:

1. All conversion types defined by the manager account used by the account for cross-account conversion tracking.
2. All conversion types on which the customer has accrued stats, including system-defined types, and types owned by the manager even if that manager unlinks subsequently.
3. All types the customer has defined in their own account, including Analytics goals and transactions created in linked Google Analytics profiles. This includes types not imported into AdWords, which will have a status of HIDDEN and can only be imported using the AdWords web interface.

You can set up and query cross-account conversion trackers via the API, but you must opt in your accounts to cross-account conversion tracking from the manager account. See this help center article for more information.

In the past, the Conversions column contained only those conversions that occurred on the same device. Now you can choose to include cross-device conversions in the Conversions column using the optimizeOnEstimatedConversions property of the customer's conversion tracking settings. These conversions will then be used by various automated bid strategies that optimize for conversions, such as target cost per acquisition (CPA), target return on ad spend (ROAS), or enhanced cost per click (ECPC).

Conversion fields available in reporting

You can retrieve conversion stats for your accounts, campaigns, or ad groups using conversion fields available in reports.

The tables below lists some commonly used report fields related to conversions.

Conversions and its derivative fields

Field Name	Description
Conversions	Main field for conversions reporting that reflects conversion actions you want to bid on. Only conversions from conversion actions (ConversionTracker) that have the excludeFromBidding field set to false are included.
ConversionRate	Conversions divided by total clicks that can be conversion-tracked. This is how often, on average, an ad interaction leads to a conversion that has the excludeFromBidding field set to false.
ConversionValue	The total value of all conversion actions (ConversionTracker) that have the excludeFromBidding field set to false.
CostPerConversion	Total cost divided by Conversions.
ValuePerConversion	ConversionValue divided by Conversions.

AllConversions and its derivative fields

Field Name	Description
AllConversions	Includes all conversions from AdWords, regardless of the values of excludeFromBidding. All conversion sources (website, cross-device, phone calls, etc.) contribute to the count.
AllConversionRate	AllConversions divided by total clicks that can be conversion-tracked. This is how often, on average, an ad interaction leads to a conversion.
AllConversionValue	The total value of all of your conversions. Includes website, cross-device, phone call conversions and conversion actions (ConversionTracker) regardless of the values of excludeFromBidding.
CostPerAllConversion	Total cost divided by AllConversions.
ValuePerAllConversion	AllConversionValue divided by AllConversions.

CrossDeviceConversions

Field Name	Description
CrossDeviceConversions	Conversions in which a customer interacts with an ad (for example, by clicking a text ad or viewing a video ad) on one device, then converts on a different device or browser. CrossDeviceConversions is already included in the AllConversions field.

Current Model columns associated with Conversions

When you change the attributionModelType field for a conversion action in AdWords, it only changes the way your conversions are counted in your Conversions and All conversions columns going forward. If you want to see how your historic conversions data would look with the attribution model you’ve just selected, you can use the Current Model columns listed below. By comparing these columns with the regular conversion tracking columns, you can see how your data would have differed if you had been using the current attribution model.

Field Name	Description
CostPerCurrentModelAttributedConversion	Historical CostPerConversion data based on the current attribution model.
CurrentModelAttributedConversionValue	Historical ConversionValue data based on the current attribution model.
CurrentModelAttributedConversions	Historical Conversions data based on the current attribution model.
ValuePerCurrentModelAttributedConversion	Historical ValuePerConversion data based on the current attribution model.

Importing click conversions

You can use the AdWords API to upload offline conversions into AdWords, giving you more flexibility in associating clicks with conversions. You can track ads that led to sales in the offline world, such as over the phone or via a sales rep.

This section describes how to use the AdWords API to construct a feed for importing your offline conversions.

Setup

The first step is to create import conversion types. This must be done for each unique conversion "classification". You can create them using the AdWords user interface or through code:

Java

// Create an upload conversion for offline conversion imports.
UploadConversion uploadConversion = new UploadConversion();
// Set an appropriate category. This field is optional, and will be set to
// DEFAULT if not mentioned.
uploadConversion.setCategory(ConversionTrackerCategory.LEAD);
uploadConversion.setName("Upload Conversion #" + System.currentTimeMillis());
uploadConversion.setViewthroughLookbackWindow(30);
uploadConversion.setCtcLookbackWindow(90);

// Optional: Set the default currency code to use for conversions
// that do not specify a conversion currency. This must be an ISO 4217
// 3-character currency code such as "EUR" or "USD".
// If this field is not set on this UploadConversion, AdWords will use
// the account's currency.
uploadConversion.setDefaultRevenueCurrencyCode("EUR");

// Optional: Set the default revenue value to use for conversions
// that do not specify a conversion value. Note that this value
// should NOT be in micros.
uploadConversion.setDefaultRevenueValue(2.50);
// Optional: To upload fractional conversion credits, mark the upload conversion
// as externally attributed. See
// https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
// to learn more about importing externally attributed conversions.

// uploadConversion.setIsExternallyAttributed(true);

conversionTrackers.add(uploadConversion);

PHP

// Create an upload conversion for offline conversion imports.
$uploadConversion = new UploadConversion();
// Set an appropriate category. This field is optional, and will be set to
// DEFAULT if not mentioned.
$uploadConversion->setCategory(ConversionTrackerCategory::LEAD);
$uploadConversion->setName('Upload Conversion # ' . uniqid());
$uploadConversion->setViewthroughLookbackWindow(30);
$uploadConversion->setCtcLookbackWindow(90);

// Optional: Set the default currency code to use for conversions
// that do not specify a conversion currency. This must be an ISO 4217
// 3-character currency code such as "EUR" or "USD".
// If this field is not set on this UploadConversion, AdWords will use
// the account's currency.
$uploadConversion->setDefaultRevenueCurrencyCode('EUR');

// Optional: Set the default revenue value to use for conversions
// that do not specify a conversion value. Note that this value
// should NOT be in micros.
$uploadConversion->setDefaultRevenueValue(2.50);

// Optional: To upload fractional conversion credits, mark the upload
// conversion as externally attributed. See
// https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
// to learn more about importing externally attributed conversions.

// uploadConversion->setIsExternallyAttributed(true);

$conversionTrackers[] = $uploadConversion;

Python

upload_conversion = {
    'xsi_type': 'UploadConversion',
    'name': 'Upload Conversion #%s' % uuid.uuid4(),
    # Optional fields.
    # Set an appropriate category. This will be set to DEFAULT if not
    # specified.
    'category': 'LEAD',
    'viewthroughLookbackWindow': '30',
    'ctcLookbackWindow': '90',
    # Set the default currency code to use for conversions that do
    # not specify a conversion currency. This must be an ISO 4217 3-character
    # code such as "EUR" or "USD".
    # If this field is not set, AdWords will use the account's currency.
    'defaultRevenueCurrencyCode': 'EUR',
    # Set the default revenue value to use for conversions that do not specify
    # a converison value. Note that this value should NOT be in micros.
    'defaultRevenueValue': '2.50',
    # To upload fractional conversion credits, mark the upload conversion as
    # externally attributed. To learn more about importing externally
    # attributed conversions, see:
    # https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    # 'isExternallyAttributed': 'true'
}

Ruby

# Prepare for adding upload conversion tracker.
operation2 = {
  :operator => 'ADD',
  :operand => {
    # The 'xsi_type' field allows you to specify the xsi:type of the object
    # being created. It's only necessary when you must provide an explicit
    # type that the client library can't infer.
    :xsi_type => 'UploadConversion',

    # Set an appropriate category. This field is optional, and will be set to
    # DEFAULT if not mentioned.
    :category => 'LEAD',
    :name => "Upload Conversion #%d" % (Time.new.to_f * 1000).to_i,
    :viewthrough_lookback_window => 30,
    :ctc_lookback_window => 90,

    # Optional: Set the default currency code to use for conversions that do
    # not specify a conversion currency. This must be an ISO 4217 3-character
    # currency code such as "EUR" or "USD".
    # If this field is not set on this UploadConversion, AdWords will use the
    # account currency.
    :default_revenue_currency_code => 'EUR',

    # Optional: Set the default revenue value to use for conversions that do
    # not specify a conversion value.
    # Note: that this value should NOT be in micros.
    :default_revenue_value => 2.50,

    # Optional: To upload fractional conversion credits, mark the upload
    # conversion as externally attributed. See
    # https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    # to learn more about importing externally attributed conversions.
    #:is_externally_attributed => true
  }
}

Perl

# Create an upload conversion for offline conversion imports.
my $upload_conversion_tracker =
  Google::Ads::AdWords::v201708::UploadConversion->new({
    # Set an appropriate category. This field is optional, and will be set to
    # DEFAULT if not mentioned.
    category                             => "LEAD",
    name                                 => "Upload Conversion #" . uniqid(),
    viewthroughLookbackWindow            => 30,
    ctcLookbackWindow                    => 90,
    # Optional: Set the default currency code to use for conversions
    # that do not specify a conversion currency. This must be an ISO 4217
    # 3-character currency code such as "EUR" or "USD".
    # If this field is not set on this UploadConversion, AdWords will use
    # the account's currency.
    defaultRevenueCurrencyCode => "EUR",
    # Optional: Set the default revenue value to use for conversions
    # that do not specify a conversion value. Note that this value
    # should NOT be in micros.
    defaultRevenueValue => 2.50,
    # Optional: To upload fractional conversion credits, mark the upload conversion
    # as externally attributed. See
    # https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    # to learn more about importing externally attributed conversions.
    # isExternallyAttributed => true
  });
push @conversion_trackers, $upload_conversion_tracker;

C#

// Create an upload conversion for offline conversion imports.
UploadConversion uploadConversion = new UploadConversion();
// Set an appropriate category. This field is optional, and will be set to
// DEFAULT if not mentioned.
uploadConversion.category = ConversionTrackerCategory.LEAD;
uploadConversion.name = "Upload Conversion #" + ExampleUtilities.GetRandomString();
uploadConversion.viewthroughLookbackWindow = 30;
uploadConversion.ctcLookbackWindow = 90;

// Optional: Set the default currency code to use for conversions
// that do not specify a conversion currency. This must be an ISO 4217
// 3-character currency code such as "EUR" or "USD".
// If this field is not set on this UploadConversion, AdWords will use
// the account's currency.
uploadConversion.defaultRevenueCurrencyCode = "EUR";

// Optional: Set the default revenue value to use for conversions
// that do not specify a conversion value. Note that this value
// should NOT be in micros.
uploadConversion.defaultRevenueValue = 2.50;

// Optional: To upload fractional conversion credits, mark the upload conversion
// as externally attributed. See
// https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
// to learn more about importing externally attributed conversions.

// uploadConversion.isExternallyAttributed = true;

conversionTrackers.Add(uploadConversion);

VB

' Create an upload conversion for offline conversion imports.
Dim uploadConversion As New UploadConversion()
' Set an appropriate category. This field is optional, and will be set to
' DEFAULT if not mentioned.
uploadConversion.category = ConversionTrackerCategory.LEAD
uploadConversion.name = "Upload Conversion #" + ExampleUtilities.GetRandomString()
uploadConversion.viewthroughLookbackWindow = 30
uploadConversion.ctcLookbackWindow = 90

' Optional: Set the default currency code to use for conversions
' that do not specify a conversion currency. This must be an ISO 4217
' 3-character currency code such as "EUR" or "USD".
' If this field is not set on this UploadConversion, AdWords will use
' the account's currency.
uploadConversion.defaultRevenueCurrencyCode = "EUR"

' Optional: Set the default revenue value to use for conversions
' that do not specify a conversion value. Note that this value
' should NOT be in micros.
uploadConversion.defaultRevenueValue = 2.5

' Optional: To upload fractional conversion credits, mark the upload conversion
' as externally attributed. See
' https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
' to learn more about importing externally attributed conversions.

' uploadConversion.isExternallyAttributed = True

conversionTrackers.Add(uploadConversion)

This snippet creates an UploadConversion object using the ConversionTrackerService. The given conversionName is used to identify this conversion event, and must be unique.

After creating your import conversion types, you must enable your website and lead-tracking system to capture and store the GCLID, the unique ID that AdWords provides for every impression of an AdWords ad and is sent to the AdWords server when the ad is clicked. You also must enable auto-tagging so your website will start receiving the GCLID as a URL parameter. For more details about these steps, see Tracking Offline Conversions.

Note: Setup needs to be done only once, whereas the upload process described below can be repeated as often as required.

Uploading offline conversions

Once you've created the UploadConversion object, you need to associate your offline conversions with it by passing the GCLID, conversion time (with timezone ID), conversion name, and optionally the conversion value and conversion currency to OfflineConversionFeedService:

Java

public static void runExample(AdWordsServicesInterface adWordsServices, AdWordsSession session,
    String conversionName, String gClid, String conversionTime,
    double conversionValue) throws Exception {

  // Get the OfflineConversionFeedService.
  OfflineConversionFeedServiceInterface offlineConversionFeedService =
      adWordsServices.get(session, OfflineConversionFeedServiceInterface.class);

  // Associate offline conversions with the existing named conversion tracker. If this tracker
  // was newly created, it may be a few hours before it can accept conversions.
  OfflineConversionFeed feed = new OfflineConversionFeed();
  feed.setConversionName(conversionName);
  feed.setConversionTime(conversionTime);
  feed.setConversionValue(conversionValue);
  feed.setGoogleClickId(gClid);

  OfflineConversionFeedOperation offlineConversionOperation =
      new OfflineConversionFeedOperation();
  offlineConversionOperation.setOperator(Operator.ADD);
  offlineConversionOperation.setOperand(feed);

  OfflineConversionFeedReturnValue offlineConversionReturnValue = offlineConversionFeedService
      .mutate(new OfflineConversionFeedOperation[] {offlineConversionOperation});

  OfflineConversionFeed newFeed = offlineConversionReturnValue.getValue(0);

  System.out.printf(
      "Uploaded offline conversion value of %.4f for Google Click ID '%s' to '%s'.%n",
      newFeed.getConversionValue(), newFeed.getGoogleClickId(), newFeed.getConversionName());
}

PHP

$offlineConversionService =
    $adWordsServices->get($session, OfflineConversionFeedService::class);

// Associate offline conversions with the existing named conversion tracker.
// If this tracker was newly created, it may be a few hours before it can
// accept conversions.
$feed = new OfflineConversionFeed();
$feed->setConversionName($conversionName);
$feed->setConversionTime($conversionTime);
$feed->setConversionValue($conversionValue);
$feed->setGoogleClickId($gclid);

// Optional: To upload fractional conversion credits, set the external
// attribution model and credit. To use this feature, your conversion
// tracker should be marked as externally attributed. See
// https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
// to learn more about importing externally attributed conversions.

// $feed->setExternalAttributionModel('Linear');
// $feed->setExternalAttributionCredit(0.3);

$offlineConversionOperation = new OfflineConversionFeedOperation();
$offlineConversionOperation->setOperator(Operator::ADD);
$offlineConversionOperation->setOperand($feed);
$offlineConversionOperations = [$offlineConversionOperation];

$result = $offlineConversionService->mutate($offlineConversionOperations);

$feed = $result->getValue()[0];
printf(
    "Uploaded offline conversion value of %d for Google Click ID = "
        . "'%s' to '%s'.\n",
    $feed->getConversionValue(),
    $feed->getGoogleClickId(),
    $feed->getConversionName()
);

Python

# Initialize appropriate services.
offline_conversion_feed_service = client.GetService(
    'OfflineConversionFeedService', version='v201708')

# Associate offline conversions with the existing named conversion tracker. If
# this tracker was newly created, it may be a few hours before it can accept
# conversions.
feed = {
    'conversionName': conversion_name,
    'conversionTime': conversion_time,
    'conversionValue': conversion_value,
    'googleClickId': click_id,
    # Optional: To upload fractional conversion credits, set the external
    # attribution model and credit. To use this feature, your conversion
    # tracker should be marked as externally attributed. To learn more about
    # importing externally attributed conversins, see:
    # https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    # 'externalAttributionCredit': 0.3,
    # 'externalAttributionModel': 'Linear'
}

offline_conversion_operation = {
    'operator': 'ADD',
    'operand': feed
}

offline_conversion_response = offline_conversion_feed_service.mutate(
    [offline_conversion_operation])
new_feed = offline_conversion_response['value']

print ('Uploaded offline conversion value of "%s" for Google Click ID '
       '"%s" to "%s".' % (new_feed['conversionValue'],
                          new_feed['googleClickId'],
                          new_feed['conversionName']))

Ruby

conversion_feed_srv =
    adwords.service(:OfflineConversionFeedService, API_VERSION)

# Associate offline conversions with the existing named conversion tracker. If
# this tracker was newly created, it may be a few hours before it can accept
# conversions.
feed = {
  :conversion_name => conversion_name,
  :google_click_id => google_click_id,
  :conversion_time => conversion_time,
  :conversion_value => conversion_value
}

# Optional: To upload fractional conversion credits, set the external
# attribution model and credit. To use this feature, your conversion tracker
# should be marked as externally attributed. See
# https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
# to learn more about importing externally attributed conversions.
#
# feed[:external_attribution_model] = "Linear"
# feed[:external_attribution_credit] = 0.3

return_feeds = conversion_feed_srv.mutate([
  {:operator => 'ADD', :operand => feed}])
return_feeds[:value].each do |return_feed|
  puts ("Uploaded offline conversion value %.2f for Google Click ID '%s', " +
      'to %s') % [return_feed[:conversion_value],
                  return_feed[:google_click_id],
                  return_feed[:conversion_name]]
end

Perl

sub upload_offline_conversions {
  my $client                        = shift;
  my $conversion_name               = shift;
  my $gclid                         = shift;
  my $conversion_time               = shift;
  my $conversion_value              = shift;
  my @offline_conversion_operations = ();

  # Associate offline conversions with the existing named conversion tracker. If
  # this tracker was newly created, it may be a few hours before it can accept
  # conversions.
  my $feed = Google::Ads::AdWords::v201708::OfflineCallConversionFeed->new({
      conversionName  => $conversion_name,
      conversionTime  => $conversion_time,
      conversionValue => $conversion_value,
      googleClickId   => $gclid
  });

  my $offline_conversion_operation =
    Google::Ads::AdWords::v201708::OfflineCallConversionFeedOperation->new({
      operator => "ADD",
      operand  => $feed
    });

  push @offline_conversion_operations, $offline_conversion_operation;

  # Add the upload conversion.
  my $feed_result =
    $client->OfflineCallConversionFeedService()
    ->mutate({operations => \@offline_conversion_operations});

  # Display results.
  if ($feed_result->get_value()) {
    foreach my $oc_feed (@{$feed_result->get_value()}) {
      printf "Uploaded offline conversion value of \"%s\" for Google Click " .
        "ID \"%s\" was created.\n",
        $oc_feed->get_conversionName(),
        $oc_feed->get_googleClickId();
    }
  } else {
    print "No offline conversion were added.\n";
    return;
  }

  return 1;
}

C#

public void Run(AdWordsUser user, String conversionName, String gClid, String conversionTime,
    double conversionValue) {
  // Get the OfflineConversionFeedService.
  OfflineConversionFeedService offlineConversionFeedService =
      (OfflineConversionFeedService)user.GetService(
          AdWordsService.v201708.OfflineConversionFeedService);

  try {
    // Associate offline conversions with the existing named conversion tracker. If
    // this tracker was newly created, it may be a few hours before it can accept
    // conversions.
    OfflineConversionFeed feed = new OfflineConversionFeed();
    feed.conversionName = conversionName;
    feed.conversionTime = conversionTime;
    feed.conversionValue = conversionValue;
    feed.googleClickId = gClid;

    // Optional: To upload fractional conversion credits, set the external attribution model
    // and credit. To use this feature, your conversion tracker should be marked as externally
    // attributed. See
    // https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    // to learn more about importing externally attributed conversions.

    // feed.externalAttributionModel = "Linear";
    // feed.externalAttributionCredit = 0.3;

    OfflineConversionFeedOperation offlineConversionOperation =
        new OfflineConversionFeedOperation();
    offlineConversionOperation.@operator = Operator.ADD;
    offlineConversionOperation.operand = feed;

    OfflineConversionFeedReturnValue offlineConversionRetval =
        offlineConversionFeedService.mutate(
            new OfflineConversionFeedOperation[] { offlineConversionOperation });

    OfflineConversionFeed newFeed = offlineConversionRetval.value[0];

    Console.WriteLine("Uploaded offline conversion value of {0} for Google Click ID = " +
        "'{1}' to '{2}'.", newFeed.conversionValue, newFeed.googleClickId,
        newFeed.conversionName);
  } catch (Exception e) {
    throw new System.ApplicationException("Failed upload offline conversions.", e);
  }
}

VB

''' <summary>
''' Runs the code example.
''' </summary>
''' <param name="user">The AdWords user.</param>
''' <param name="conversionName">The name of the upload conversion to be
''' created.</param>
''' <param name="gClid">The Google Click ID of the click for which offline
''' conversions are uploaded.</param>
''' <param name="conversionValue">The conversion value to be uploaded.
''' </param>
''' <param name="conversionTime">The conversion time, in yyyymmdd hhmmss
''' format.</param>
Public Sub Run(ByVal user As AdWordsUser, ByVal conversionName As String,
    ByVal gClid As String, ByVal conversionTime As String, ByVal conversionValue As Double)
  ' Get the OfflineConversionFeedService.
  Dim offlineConversionFeedService As OfflineConversionFeedService = CType(user.GetService(
          AdWordsService.v201708.OfflineConversionFeedService),
          OfflineConversionFeedService)

  Try
    ' Associate offline conversions with the existing named conversion tracker. If
    ' this tracker was newly created, it may be a few hours before it can accept
    ' conversions.
    Dim feed As New OfflineConversionFeed()
    feed.conversionName = conversionName
    feed.conversionTime = conversionTime
    feed.conversionValue = conversionValue
    feed.googleClickId = gClid

    ' Optional: To upload fractional conversion credits, set the external attribution model
    ' and credit. To use this feature, your conversion tracker should be marked as externally
    ' attributed. See
    ' https://developers.google.com/adwords/api/docs/guides/conversion-tracking#importing_externally_attributed_conversions
    ' to learn more about importing externally attributed conversions.

    ' feed.externalAttributionModel = "Linear"
    ' feed.externalAttributionCredit = 0.3

    Dim offlineConversionOperation As New OfflineConversionFeedOperation()
    offlineConversionOperation.operator = [Operator].ADD
    offlineConversionOperation.operand = feed

    Dim offlineConversionRetval As OfflineConversionFeedReturnValue =
        offlineConversionFeedService.mutate(
            New OfflineConversionFeedOperation() {offlineConversionOperation})

    Dim newFeed As OfflineConversionFeed = offlineConversionRetval.value(0)

    Console.WriteLine("Uploaded offline conversion value of {0} for Google Click ID = " &
        "'{1}' to '{2}'.", newFeed.conversionValue, newFeed.googleClickId,
        newFeed.conversionName)
  Catch e As Exception
    Throw New System.ApplicationException("Failed to upload offline conversions.", e)
  End Try
End Sub

Importing externally attributed conversions

If you use third-party tools or homegrown solutions to track conversions, then you may want to give AdWords only part of the credit for the conversion. Sometimes, you may also want to distribute a conversion's credit across multiple AdWords clicks. Externally attributed conversion imports allows you to upload conversions with fractional credit assigned to each gclid.

Note: At the moment, externally attributed conversions are not fully compatible with Shopping campaigns that use Smart Bidding, or Display campaigns using target ROAS bidding. Uploads will succeed, but you may see sub-optimal bids from these bidding strategies. If you are using these bidding solutions, check back here for updates on compatibility.

To upload fractional credits, you need to follow the instructions for uploading offline conversions, and do the following additional steps:

1. When creating your UploadConversion object, mark it as externally attributed by setting the isExternallyAttributed property to true.

2. Specify the externalAttributionModel and externalAttributionCredit properties for your OfflineConversionFeed object when uploading conversions.

Validation rules

There are several requirements to upload an OfflineConversionFeed.

To avoid an OfflineConversionError.INVALID_CONVERSION_TYPE error, the conversionName must refer to an UploadConversion where:

• The UploadConversion had a status of ENABLED at the time of the click.

• The UploadConversion existed in the effective conversion account of the click's AdWords account at the time of the click. If the account was not using cross-account conversion tracking at the time of the click, AdWords will look for the UploadConversion in the account used to upload conversions. You can find your account's effective conversion tracking account under Tools > Conversions in the AdWords user interface, but keep in mind that this will show you the current effective conversion tracking account, which may differ from the effective conversion tracking account in place at the time of the click.

In addition, the following conditions must be met:

• The conversionTime must be after the click happened, to avoid an OfflineConversionError.CONVERSION_PRECEDES_CLICK error.

• The conversionTime must be before the click-through conversion lookback window you specified for the UploadConversion object, to avoid an OfflineConversionError.EXPIRED_CLICK error.

• The conversionValue must be greater than or equal to zero.

• The conversionTime must have a timezone ID. The timezone ID can be for any valid timezone: It does not have to match the account's timezone.

Tips

A few things to keep in mind when creating an OfflineConversionFeed:

• Upload operations are atomic--if a conversion has a bad GCLID or is too old, none of the accompanying conversions will be uploaded. Use partial failures to avoid this situation.

• Although duplicate uploads of a conversion (same GCLID, name, and time) are permitted, only the first instance is recorded.

• A conversion is registered for the date of the original click, not when you sent the upload request.

• We recommend you wait 6 hours after creating the UploadConversion before uploading.

• It takes up to 3 hours for imported conversion statistics to appear in your AdWords account for last-click attribution. For other search attribution models, it can take longer than 3 hours.

Code examples

The Remarketing folder of each client library contains a code example for uploading offline conversions:

Java

Upload offline conversions

PHP

Upload offline conversions

Python

Upload offline conversions

Ruby

Upload offline conversions

Perl

Upload offline conversions

C#

Upload offline conversions

VB

Upload offline conversions

Importing call conversions

You can use the AdWords API to upload offline call conversions into AdWords, giving you more flexibility in associating calls with conversions.

This section describes how to use the AdWords API to construct a feed for importing your offline call conversions.

Setup

The first step is to create a conversion tracker for offline call conversions. You can create them using the AdWords user interface or through code. Through code you would create an UploadCallConversion. The process is similar to the example found in Setup for importing click conversions. In the example, use UploadCallConversion instead of UploadConversion.

Note: Setup needs to be done only once, whereas the upload process described below can be repeated as often as required.

Uploading offline call conversions

Once you've created the UploadCallConversion object, you need to associate your offline call conversions with it by passing the caller ID, conversion time (with timezone ID), conversion name, and optionally the conversion value and conversion currency to OfflineCallConversionFeedService:

Java

public static void runExample(
    AdWordsServicesInterface adWordsServices,
    AdWordsSession session,
    String callerId,
    String callStartTime,
    String conversionName,
    String conversionTime,
    double conversionValue)
    throws Exception {

  // Get the OfflineCallConversionFeedService.
  OfflineCallConversionFeedServiceInterface offlineCallConversionFeedService =
      adWordsServices.get(session, OfflineCallConversionFeedServiceInterface.class);

  // Associate offline call conversions with the existing named conversion tracker. If this
  // tracker was newly created, it may be a few hours before it can accept conversions.
  OfflineCallConversionFeed feed = new OfflineCallConversionFeed();
  feed.setCallerId(callerId);
  feed.setCallStartTime(callStartTime);
  feed.setConversionName(conversionName);
  feed.setConversionTime(conversionTime);
  feed.setConversionValue(conversionValue);

  OfflineCallConversionFeedOperation offlineCallConversionOperation =
      new OfflineCallConversionFeedOperation();
  offlineCallConversionOperation.setOperator(Operator.ADD);
  offlineCallConversionOperation.setOperand(feed);

  // This example uploads only one call conversion, but you can upload multiple call conversions
  // by passing additional operations.
  OfflineCallConversionFeedReturnValue offlineCallConversionReturnValue =
      offlineCallConversionFeedService.mutate(
          new OfflineCallConversionFeedOperation[] {offlineCallConversionOperation});

  // Display results.
  for (OfflineCallConversionFeed feedResult : offlineCallConversionReturnValue.getValue()) {
    System.out.printf(
        "Uploaded offline conversion value of %.4f for caller ID '%s'.%n",
        feedResult.getConversionValue(), feedResult.getCallerId());
  }
}

PHP

public static function runExample(
    AdWordsServices $adWordsServices,
    AdWordsSession $session,
    $callerId,
    $callStartTime,
    $conversionName,
    $conversionTime,
    $conversionValue
) {
  $offlineCallConversionService = $adWordsServices->get(
      $session, OfflineCallConversionFeedService::class);

  // Associate offline call conversions with the existing named conversion
  // tracker. If this tracker was newly created, it may be a few hours before
  // it can accept conversions.
  $feed = new OfflineCallConversionFeed();
  $feed->setCallerId($callerId);
  $feed->setCallStartTime($callStartTime);
  $feed->setConversionName($conversionName);
  $feed->setConversionTime($conversionTime);
  $feed->setConversionValue($conversionValue);

  $offlineCallConversionOperations = [];
  $offlineCallConversionOperation = new OfflineCallConversionFeedOperation();
  $offlineCallConversionOperation->setOperator(Operator::ADD);
  $offlineCallConversionOperation->setOperand($feed);
  $offlineCallConversionOperations[] = $offlineCallConversionOperation;

  // This example uploads only one call conversion, but you can upload
  // multiple call conversions by passing additional operations.
  $result =
      $offlineCallConversionService->mutate($offlineCallConversionOperations);

  $feed = $result->getValue()[0];
  printf(
      "Uploaded offline call conversion value of '%s' for caller ID '%s'.\n",
      $feed->getConversionValue(),
      $feed->getCallerId()
  );
}

Python

def main(client, caller_id, call_start_time, conversion_name, conversion_time,
         conversion_value):
  # Initialize appropriate services.
  occ_feed_service = client.GetService(
      'OfflineCallConversionFeedService', version='v201708')

  # Associate offline call conversions with the existing named conversion
  # tracker. If this tracker was newly created, it may be a few hours before it
  # can accept conversions.
  feed = {
      'callerId': caller_id,
      'callStartTime': call_start_time,
      'conversionName': conversion_name,
      'conversionTime': conversion_time,
      'conversionValue': conversion_value,
  }

  occ_operations = [{'operator': 'ADD', 'operand': feed}]

  occ_response = occ_feed_service.mutate(occ_operations)
  values = occ_response['value']

  if values:
    for occ_feed in values:
      print ('Uploaded offline call conversion value of "%s" for caller ID '
             '"%s".\n' % (occ_feed['conversionName'], occ_feed['callerId']))
  else:
    print 'No offline call conversions were added.'

Ruby

occ_feed_srv =
    adwords.service(:OfflineCallConversionFeedService, API_VERSION)

# Associate offline conversions with the existing named conversion tracker. If
# this tracker was newly created, it may be a few hours before it can accept
# conversions.
feed = {
  :caller_id => caller_id,
  :call_start_time => call_start_time,
  :conversion_name => conversion_name,
  :conversion_time => conversion_time,
  :conversion_value => conversion_value
}

occ_operations = [{
  :operator => 'ADD',
  :operand => feed
}]

occ_response = occ_feed_srv.mutate(occ_operations)

if occ_response[:value]
  occ_response[:value].each do |occ_feed|
    puts 'Uploaded offline call conversion value "%s" for caller ID "%s"' %
        [occ_feed[:conversion_name], occ_feed[:caller_id]]
  end
end

Perl

sub upload_offline_call_conversions {
  my $client                             = shift;
  my $caller_id                          = shift;
  my $call_start_time                    = shift;
  my $conversion_name                    = shift;
  my $conversion_time                    = shift;
  my $conversion_value                   = shift;
  my @offline_call_conversion_operations = ();

  # Associate offline call conversions with the existing named
  # conversion tracker. If this tracker was newly created, it may be a
  # few hours before it can accept conversions.
  my $feed = Google::Ads::AdWords::v201708::OfflineCallConversionFeed->new({
    callerId        => $caller_id,
    callStartTime   => $call_start_time,
    conversionName  => $conversion_name,
    conversionTime  => $conversion_time,
    conversionValue => $conversion_value
  });

  my $offline_call_conversion_operation =
    Google::Ads::AdWords::v201708::OfflineCallConversionFeedOperation->new({
      operator => "ADD",
      operand  => $feed
    });

  push @offline_call_conversion_operations, $offline_call_conversion_operation;

  # This example uploads only one call conversion, but you can upload multiple
  # call conversions by passing additional operations.
  my $result =
    $client->OfflineCallConversionFeedService()
    ->mutate({operations => \@offline_call_conversion_operations});

  # Display results.
  if ($result->get_value()) {
    foreach my $feed_result (@{$result->get_value()}) {
      printf "Uploaded offline call conversion value of \"%s\" for caller ID " .
        "\"%s\".\n",
        $feed_result->get_conversionValue(),
        $feed_result->get_callerId();
    }
  } else {
    print "No offline call conversions were added.\n";
    return;
  }

  return 1;
}

C#

public void Run(AdWordsUser user, String conversionName, String callStartTime, String callerId,
    String conversionTime, double conversionValue) {
  // Get the OfflineConversionFeedService.
  OfflineCallConversionFeedService offlineCallConversionFeedService =
      (OfflineCallConversionFeedService) user.GetService(
          AdWordsService.v201708.OfflineCallConversionFeedService);

  // Associate offline call conversions with the existing named conversion tracker. If this
  // tracker was newly created, it may be a few hours before it can accept conversions.
  OfflineCallConversionFeed feed = new OfflineCallConversionFeed();
  feed.callerId = callerId;
  feed.callStartTime = callStartTime;
  feed.conversionName = conversionName;
  feed.conversionTime = conversionTime;
  feed.conversionValue = conversionValue;

  OfflineCallConversionFeedOperation offlineCallConversionOperation =
      new OfflineCallConversionFeedOperation();
  offlineCallConversionOperation.@operator = Operator.ADD;
  offlineCallConversionOperation.operand = feed;

  try {
    // This example uploads only one call conversion, but you can upload
    // multiple call conversions by passing additional operations.
    OfflineCallConversionFeedReturnValue offlineCallConversionReturnValue =
        offlineCallConversionFeedService.mutate(
            new OfflineCallConversionFeedOperation[] { offlineCallConversionOperation });

    // Display results.
    foreach (OfflineCallConversionFeed feedResult in offlineCallConversionReturnValue.value) {
      Console.WriteLine("Uploaded offline call conversion value of {0} for caller ID '{1}'.",
          feedResult.conversionValue, feedResult.callerId);
    }
  } catch (Exception e) {
    throw new System.ApplicationException("Failed to upload offline call conversions.", e);
  }
}

VB

' Get the OfflineConversionFeedService.
Dim offlineCallConversionFeedService As OfflineCallConversionFeedService = _
    CType(user.GetService(AdWordsService.v201708.OfflineCallConversionFeedService),  _
        OfflineCallConversionFeedService)

' Associate offline call conversions with the existing named conversion tracker. If this
' tracker was newly created, it may be a few hours before it can accept conversions.
Dim feed As New OfflineCallConversionFeed()
feed.callerId = callerId
feed.callStartTime = callStartTime
feed.conversionName = conversionName
feed.conversionTime = conversionTime
feed.conversionValue = conversionValue

Dim offlineCallConversionOperation As New OfflineCallConversionFeedOperation()
offlineCallConversionOperation.operator = [Operator].ADD
offlineCallConversionOperation.operand = feed

Try
  ' This example uploads only one call conversion, but you can upload
  ' multiple call conversions by passing additional operations.
  Dim offlineCallConversionReturnValue As OfflineCallConversionFeedReturnValue = _
      offlineCallConversionFeedService.mutate(
          New OfflineCallConversionFeedOperation() {offlineCallConversionOperation})

  ' Display results.
  For Each feedResult As OfflineCallConversionFeed In offlineCallConversionReturnValue.value
    Console.WriteLine("Uploaded offline call conversion value of {0} for caller ID '{1}'.",
        feedResult.conversionValue, feedResult.callerId)
  Next
Catch e As Exception
  Throw New System.ApplicationException("Failed to upload offline call conversions.", e)
End Try

Validation rules

There are several requirements to upload an OfflineCallConversionFeed.

To avoid an OfflineCallConversionError.INVALID_CONVERSION_TYPE error, the conversionName must refer to an UploadCallConversion where:

• The UploadCallConversion had a status of ENABLED at the time of the call.

• The UploadCallConversion existed in the effective conversion account of the call's AdWords account at the time of the call. If the account was not using cross-account conversion tracking at the time of the call, AdWords will look for the UploadCallConversion in the account used to upload conversions. You can find your account's effective conversion tracking account under Tools > Conversions in the AdWords user interface, but keep in mind that this will show you the current effective conversion tracking account, which may differ from the effective conversion tracking account in place at the time of the call.

In addition, the following conditions must be met:

• The conversionValue must be greater than or equal to zero.

• The conversionTime must have a timezone ID. The timezone ID can be for any valid timezone: It does not have to match the account's timezone.

Tips

A few things to keep in mind when creating an OfflineCallConversionFeed:

• We recommend you wait 6 hours after creating the UploadCallConversion before uploading.

• It takes up to 3 hours for imported conversion statistics to appear in your AdWords account.

• Although duplicate uploads of a conversion (same caller ID, name, and time) are permitted, only the first instance is recorded.

Code examples

The Remarketing folder of each client library contains a code example for uploading offline call conversions:

Java

Upload offline call conversions

PHP

Upload offline call conversions

Python

Upload offline call conversions

Ruby

Upload offline call conversions

Perl

Upload offline call conversions

C#

Upload offline call conversions

VB

Upload offline call conversions