Conversion management
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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, importing offline
conversions, adjusting conversion values, monitoring the health of your
conversions, and grouping conversion actions into conversion goals.
- Conversion action categories
- Guidance on how to identify which
conversion action types
align with your business objectives, and how they map to the Google Ads API.
- Getting started
- How to set your account up for conversion tracking, along with a detailed
code example
showing how to create a conversion action in the Google Ads API using the
Google Ads client libraries.
- Manage offline conversions
- Implementation details on how to import
offline conversions
to measure real world transactions such as a qualified lead over the phone
or in-office payment. We recommend starting with (or upgrading to)
Enhanced Conversions for Leads, an updated offline conversion import
that utilizes first-party data, such as your customer email or phone number,
to get the most accurate measurement and performance.
- Manage online conversions
- Website conversion actions are measured using Google Tag, but you can use
the API to improve the accuracy and performance by supplementing your
existing conversion tags with first-party conversion data, like email
address, name, home address, and phone number using
Enhanced Conversions for Web.
- Manage call conversions
- Implementation details for importing call conversions.
- Manage store sales conversions
- Implementation details for importing offline transactions to the Google Ads API.
- Adjust conversions after import
- Implementation details for how to modify conversions after they've been
imported.
- Manage conversion value rules
- Details for setting up conversion value rules, which automatically modify
the value of a conversion if it meets user-defined criteria.
- Custom conversion variables
- Details for setting up custom conversion variables, which you can use to
associate additional information, in the form of tags, to an imported
conversion.
- Conversion goals
- Details for setting up conversion goals, which help you organize sets of
conversion actions in order to optimize towards your advertising goals.
- Monitor conversion import health
- How to retrieve offline data diagnostics
to review the overall health of your conversion import and adjustment
processes.
- Reporting
- 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.
Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.
Last updated 2025-08-20 UTC.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-08-20 UTC."],[[["\u003cp\u003eGoogle Ads conversions track valuable user actions, like purchases or sign-ups, after ad interactions.\u003c/p\u003e\n"],["\u003cp\u003eThe Google Ads API enables programmatic management of conversions, including creation, offline uploads, and value adjustments.\u003c/p\u003e\n"],["\u003cp\u003eEnhanced conversions improve accuracy by using first-party data to supplement existing conversion tags.\u003c/p\u003e\n"],["\u003cp\u003eMonitor conversion health and access reporting data through dedicated API functionalities for comprehensive insights.\u003c/p\u003e\n"],["\u003cp\u003eUtilize offline conversion uploads for click and call conversions, and leverage conversion value rules for dynamic adjustments.\u003c/p\u003e\n"]]],[],null,["A [conversion](//support.google.com/google-ads/answer/6365) in Google Ads is when a\nuser performs some specified action after clicking an ad or viewing a Display\nNetwork ad. Conversions represent customer interactions vital to your\nadvertising goals, such as purchasing a product, installing a mobile app, or\nsigning up for an email list.\n\n[Conversion tracking](//support.google.com/google-ads/answer/1722022) provides\nkey insights into users' actions after viewing or clicking an ad. You can keep\ntrack of users who call, buy a product, install a mobile app, and more.\n\nThe Google Ads API lets you programmatically manage the end-to-end workflow for\nconversion management. The conversion management guide is divided into the\nfollowing sections that include creating conversions, importing offline\nconversions, adjusting conversion values, monitoring the health of your\nconversions, and grouping conversion actions into conversion goals.\n\n[Conversion action categories](/google-ads/api/docs/conversions/categories)\n: Guidance on how to identify which\n [conversion action types](//support.google.com/google-ads/answer/1722054)\n align with your business objectives, and how they map to the Google Ads API.\n\n[Getting started](/google-ads/api/docs/conversions/getting-started)\n: How to set your account up for conversion tracking, along with a detailed\n [code example](/google-ads/api/docs/conversions/create-conversion-actions#code_example)\n showing how to create a conversion action in the Google Ads API using the\n Google Ads client libraries.\n\n[Manage offline conversions](/google-ads/api/docs/conversions/upload-offline)\n: Implementation details on how to import\n [offline conversions](https://support.google.com/google-ads/answer/2998031)\n to measure real world transactions such as a qualified lead over the phone\n or in-office payment. We recommend starting with (or upgrading to)\n **Enhanced Conversions for Leads**, an updated offline conversion import\n that utilizes first-party data, such as your customer email or phone number,\n to get the most accurate measurement and performance.\n\n[Manage online conversions](/google-ads/api/docs/conversions/upload-online)\n: Website conversion actions are measured using Google Tag, but you can use\n the API to improve the accuracy and performance by supplementing your\n existing conversion tags with first-party conversion data, like email\n address, name, home address, and phone number using\n **Enhanced Conversions for Web**.\n\n[Manage call conversions](/google-ads/api/docs/conversions/upload-calls)\n: Implementation details for importing call conversions.\n\n[Manage store sales conversions](/google-ads/api/docs/conversions/upload-store-sales-transactions)\n: Implementation details for importing offline transactions to the Google Ads API.\n\n[Adjust conversions after import](/google-ads/api/docs/conversions/upload-adjustments)\n: Implementation details for how to modify conversions *after* they've been\n imported.\n\n[Manage conversion value rules](/google-ads/api/docs/conversions/conversion-value-rules)\n: Details for setting up conversion value rules, which automatically modify\n the value of a conversion if it meets user-defined criteria.\n\n[Custom conversion variables](/google-ads/api/docs/conversions/conversion-custom-variables)\n: Details for setting up custom conversion variables, which you can use to\n associate additional information, in the form of tags, to an imported\n conversion.\n\n[Conversion goals](/google-ads/api/docs/conversions/goals/overview)\n: Details for setting up conversion goals, which help you organize sets of\n conversion actions in order to optimize towards your advertising goals.\n\n[Monitor conversion import health](/google-ads/api/docs/conversions/upload-summaries)\n: How to retrieve [offline data diagnostics](//support.google.com/google-ads/answer/13812240)\n to review the overall health of your conversion import and adjustment\n processes.\n\n[Reporting](/google-ads/api/docs/conversions/reporting)\n: How to report on the performance of your conversion actions, plus a\n [mapping](/google-ads/api/docs/conversions/reporting#map-metrics) of the different Google Ads\n UI metrics to the Google Ads API."]]
