A conversion in Google Ads is when a user performs some specificed 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. Google Ads provides different ways customers convert.
To measure conversions, you set up a
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 action 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 conversion sources 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 tracker 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 calls conversions
AD_CALL, this tracker
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:
|trackingCodeType||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
global_site_tag (which must
be installed on every page of your website). You can retrieve both of these
attributes with ConversionActionService.
CLICK_TO_CALL type differs from
AD_CALL type in
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.
ConversionActionType 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:
|type||Google Ads UI Source|
||Android app install (first open)|
||Android in-app action|
Cross-account conversion tracking
- All conversion types defined by the manager account used by the account for cross-account conversion tracking.
- 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.
- 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 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 trackers via 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.
Check out the code example on how to add a Conversion Action.