You can report on conversions in the Google Ads API by retrieving data about specific
conversion actions, or by retrieving conversion metrics for other resources,
such as campaigns, ad groups, and ads. This guide explains how you can retrieve
that information, and how Google Ads UI metrics map to
[Google Ads API metrics](https://developers.google.com/google-ads/api/docs/conversions/reporting#map-metrics).

## Retrieve data about specific conversion actions

You can retrieve details about your existing conversion actions using the
[`conversion_action`](https://developers.google.com/google-ads/api/fields/v26/conversion_action) resource.

For example, the following query retrieves the name, type, and status of all
your conversion actions:

    SELECT
      conversion_action.resource_name,
      conversion_action.name,
      conversion_action.type,
      conversion_action.status
    FROM conversion_action

[See all the fields available](https://developers.google.com/google-ads/api/fields/v26/conversion_action) on the
`conversion_action` resource or
[use the Google Ads Query Builder](https://developers.google.com/google-ads/api/fields/v26/conversion_action_query_builder) to get started on your own
query.

## Retrieve conversion metrics for other resources

You can segment by `conversion_action` and retrieve conversion metrics like
`conversions` and `all_conversions` when querying other resources, such as
[`keyword_view`](https://developers.google.com/google-ads/api/fields/v26/keyword_view) and [`ad_group`](https://developers.google.com/google-ads/api/fields/v26/ad_group).

For example, the following query retrieves the `conversions` and
`conversions_value` metrics for your campaigns during the last 30 days,
segmented by `conversion_action`:

    SELECT
      campaign.name,
      segments.conversion_action,
      metrics.conversions,
      metrics.conversions_value
    FROM campaign
    WHERE segments.date DURING LAST_30_DAYS

> [!NOTE]
> **Note:** Including `segments.conversion_action` in the `SELECT` clause changes the granularity of the query results to one row per conversion action per campaign, and rows with zero conversions are excluded from the response.

Some conversion-related fields, such as
[`segments.conversion_or_adjustment_lag_bucket`](https://developers.google.com/google-ads/api/fields/v26/keyword_view#segments.conversion_or_adjustment_lag_bucket) and other
metrics fields, might not be available in all reports. Check the respective
resource page for a full list of compatible fields.

## Common concerns

My data isn't up-to-date.
:   When looking at conversion data, keep in mind that performance data isn't
    available instantly. Review the Google Ads [data freshness](https://support.google.com/google-ads/answer/2544985) guide
    for information about conversion data freshness.

My report is empty.
:   Rows in reports whose [metrics are all zero](https://developers.google.com/google-ads/api/docs/reporting/zero-metrics#rows_returned), such as for new
    conversion actions, won't be returned.

I can't access my custom columns through the Google Ads API.
:   [Custom columns](https://support.google.com/google-ads/answer/3073556) are not supported by the Google Ads API and
    cannot be retrieved in reports.

## Map user interface metrics

When viewing a campaign using the [Google Ads](https://ads.google.com) user interface, there
are a large number of possible columns which correspond to metrics in the
Google Ads API. The following table summarizes the mapping of [columns](https://support.google.com/google-ads/answer/6270625) in
the UI to the equivalent metrics in the API.

| UI | API |
|---|---|
| All conv. | [`metrics.all_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions) |
| All conv. (by conv. time) | [`metrics.all_conversions_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions_by_conversion_date) |
| All conv. rate | [`metrics.all_conversions_from_interactions_rate`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions_from_interactions_rate) |
| All conv. value / cost | [`metrics.all_conversions_value_per_cost`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions_value_per_cost) |
| All conv. value (by conv. time) | [`metrics.all_conversions_value_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions_value_by_conversion_date) |
| Conversions | [`metrics.conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions) |
| Conversions (by conv. time) | [`metrics.conversions_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_by_conversion_date) |
| Conversions (current model) | [`metrics.current_model_attributed_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.current_model_attributed_conversions) |
| Conv. rate | [`metrics.conversions_from_interactions_rate`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_from_interactions_rate) |
| Conv. rate (current model) | [`metrics.current_model_attributed_conversions_from_interactions_rate`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.current_model_attributed_conversions_from_interactions_rate) |
| Conv. value | [`metrics.conversions_value`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_value) |
| Conv. value (by conv. time) | [`metrics.conversions_value_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_value_by_conversion_date) |
| Conv. value (current model) | [`metrics.current_model_attributed_conversions_value`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.current_model_attributed_conversions_value) |
| Conv. value / cost | [`metrics.conversions_value_per_cost`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_value_per_cost) |
| Conv. value / cost (current model) | [`metrics.current_model_attributed_conversions_value_per_cost`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.current_model_attributed_conversions_value_per_cost) |
| Conv. value / click | [`metrics.conversions_from_interactions_value_per_interaction`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.conversions_from_interactions_value_per_interaction) |
| Conv. value / click (current model) | [`metrics.current_model_attributed_conversions_from_interactions_value_per_interaction`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.current_model_attributed_conversions_from_interactions_value_per_interaction) |
| Cost / all conv. | [`metrics.cost_per_all_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.cost_per_all_conversions) |
| Cost / conv. | [`metrics.cost_per_conversion`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.cost_per_conversion) |
| Cost / conv. (current model) | [`metrics.cost_per_current_model_attributed_conversion`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.cost_per_current_model_attributed_conversion) |
| Cross-device conv. | [`metrics.cross_device_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.cross_device_conversions) |
| SKAdNetwork installs | [`metrics.sk_ad_network_installs`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.sk_ad_network_installs) |
| SKAdNetwork total conversions | [`metrics.sk_ad_network_total_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.sk_ad_network_total_conversions) |
| Store visits | [`metrics.all_conversions_from_store_visit`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.all_conversions_from_store_visit) |
| Value / all conv. | [`metrics.value_per_all_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.value_per_all_conversions) |
| Value / all conv. (by conv. time) | [`metrics.value_per_all_conversions_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.value_per_all_conversions_by_conversion_date) |
| Value / conv. | [`metrics.value_per_conversion`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.value_per_conversion) |
| Value / conv. (by conv. time) | [`metrics.value_per_conversions_by_conversion_date`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.value_per_conversions_by_conversion_date) |
| Value / conv. (current model) | [`metrics.value_per_current_model_attributed_conversion`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.value_per_current_model_attributed_conversion) |
| View-through conv. | [`metrics.view_through_conversions`](https://developers.google.com/google-ads/api/fields/v26/campaign#metrics.view_through_conversions) |