ConversionActionType

  • Conversion actions include user interactions like clicks on ads, phone numbers, or website elements.

  • App-related conversions track downloads, in-app purchases, and first opens from platforms like Google Play, Firebase, and third-party analytics.

  • Offline conversions can be tracked through uploaded call or click data, store sales data uploads, or store visits.

  • Conversions can also originate from website actions, lead form submissions, and linked data from Universal Analytics and Google Analytics 4.

  • Some conversion types are read-only, deprecated, or specific to Smart campaigns.

Possible types of a conversion action.

Proto definition GitHub

Enums

AD_CALL

 Conversions that occur when a user clicks on an ad's call extension.

ANDROID_APP_PRE_REGISTRATION

 Conversions that occur when a user pre-registers a mobile app from the Google Play Store. Read only.

ANDROID_INSTALLS_ALL_OTHER_APPS

 Conversions that track all Google Play downloads which aren't tracked by an app-specific type. Read only.

CLICK_TO_CALL

 Conversions that occur when a user on a mobile device clicks a phone number.

FIREBASE_ANDROID_CUSTOM

 Android app custom conversions tracked through Firebase.

FIREBASE_ANDROID_FIRST_OPEN

 Android app first open conversions tracked through Firebase.

FIREBASE_ANDROID_IN_APP_PURCHASE

 Android app in app purchase conversions tracked through Firebase.

FIREBASE_IOS_CUSTOM

 iOS app custom conversions tracked through Firebase.

FIREBASE_IOS_FIRST_OPEN

 iOS app first open conversions tracked through Firebase.

FIREBASE_IOS_IN_APP_PURCHASE

 iOS app in app purchase conversions tracked through Firebase.

FLOODLIGHT_ACTION

 Floodlight activity that counts the number of times that users have visited a particular webpage after seeing or clicking on one of an advertiser's ads. Read only.

FLOODLIGHT_TRANSACTION

 Floodlight activity that tracks the number of sales made or the number of items purchased. Can also capture the total value of each sale. Read only.

GOOGLE_ANALYTICS_4_CUSTOM

 Conversions that come from linked Google Analytics custom event conversions.

GOOGLE_ANALYTICS_4_PURCHASE

 Conversions that come from linked Google Analytics purchase conversions.

GOOGLE_HOSTED

 Conversions that track local actions from Google's products and services after interacting with an ad. Read only.

GOOGLE_PLAY_DOWNLOAD

 Conversions that occur when a user downloads a mobile app from the Google Play Store.

GOOGLE_PLAY_IN_APP_PURCHASE

 Conversions that occur when a user makes a purchase in an app through Android billing.

LEAD_FORM_SUBMIT

 Conversions reported when a user submits a lead form. Read only.

SALESFORCE

Deprecated: The Salesforce integration ended on May 31, 2025. See Legacy Salesforce integration for conversions upgrade FAQ.

SEARCH_ADS_360

 Conversions imported from Search Ads 360 Floodlight data. Read only.

SMART_CAMPAIGN_AD_CLICKS_TO_CALL

 Call conversions that occur on Smart campaign Ads without call tracking setup, using Smart campaign custom criteria. Read only.

SMART_CAMPAIGN_MAP_CLICKS_TO_CALL

 The user clicks on a call element within Google Maps. Smart campaign only. Read only.

SMART_CAMPAIGN_MAP_DIRECTIONS

 The user requests directions to a business location within Google Maps. Smart campaign only. Read only.

SMART_CAMPAIGN_TRACKED_CALLS

 Call conversions that occur on Smart campaign Ads with call tracking setup, using Smart campaign custom criteria. Read only.

STORE_SALES

 Store Sales conversion based on first-party or third-party merchant data uploads and/or from in-store purchases using cards from payment networks. Only customers on the allowlist can use store sales types. Read only.

STORE_SALES_DIRECT_UPLOAD

 Store Sales conversion based on first-party or third-party merchant data uploads. Only customers on the allowlist can use store sales direct upload types.

STORE_VISITS

 Conversions that occur when a user visits an advertiser's retail store. Read only.

THIRD_PARTY_APP_ANALYTICS_ANDROID_CUSTOM

 Android app custom conversions tracked through Third Party App Analytics.

THIRD_PARTY_APP_ANALYTICS_ANDROID_FIRST_OPEN

 Android app first open conversions tracked through Third Party App Analytics.

THIRD_PARTY_APP_ANALYTICS_ANDROID_IN_APP_PURCHASE

 Android app in app purchase conversions tracked through Third Party App Analytics.

THIRD_PARTY_APP_ANALYTICS_IOS_CUSTOM

 iOS app custom conversions tracked through Third Party App Analytics.

THIRD_PARTY_APP_ANALYTICS_IOS_FIRST_OPEN

 iOS app first open conversions tracked through Third Party App Analytics.

THIRD_PARTY_APP_ANALYTICS_IOS_IN_APP_PURCHASE

 iOS app in app purchase conversions tracked through Third Party App Analytics.

UNIVERSAL_ANALYTICS_GOAL

 Conversions that come from linked Universal Analytics goals. Universal Analytics is sunset, and has been replaced by Google Analytics.

UNIVERSAL_ANALYTICS_TRANSACTION

 Conversions that come from linked Universal Analytics transactions. Universal Analytics is sunset, and has been replaced by Google Analytics.

UNKNOWN

 Used for return value only. Represents value unknown in this version.

UNSPECIFIED

 Not specified.

UPLOAD_CALLS

 Call conversions that are tracked by the advertiser and uploaded.

UPLOAD_CLICKS

 Conversions that are tracked by the advertiser and uploaded with attributed clicks.

WEBPAGE

 Conversions that occur on a webpage.

WEBPAGE_CODELESS

 Conversions created from website events (such as form submissions or page loads), that don't use individually coded event snippets. Read only.

WEBSITE_CALL

 Conversions that occur when a user calls a dynamically-generated phone number from an advertiser's website.