Conversion reporting

AI-generated Key Takeaways

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• You can report on conversions in the Google Ads API by retrieving data about specific conversion actions or retrieving conversion metrics for other resources like campaigns, ad groups, and ads.

• Details about existing conversion actions can be retrieved using the conversion_action resource.

• Conversion metrics like conversions and all_conversions can be segmented by conversion_action when querying other resources such as keyword_view and ad_group.

• Performance data for conversions is not available instantly and reports may be empty if metrics are all zero.

• Custom columns are not supported by the Google Ads API and cannot be retrieved in reports.

You can report on conversions in the Google Ads API by retrieving data about specific conversion actions, or retrieving conversion metrics for other resources; for example, 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.

Retrieve data about specific conversion actions

You can retrieve details about your existing conversion actions using the 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 on the conversion_action resource or use the Google Ads 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 and ad_group.

For example, the following query retrieves the conversions and conversions_value metrics for your campaigns, segmented by conversion_action:

SELECT
  campaign.name,
  segments.conversion_action,
  metrics.conversions,
  metrics.conversions_value
FROM campaign

Note that some conversion-related fields, such as segments.conversion_or_adjustment_lag_bucket and other metrics fields, might not be available in all reports. Take a look at 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 guide for information about conversion data freshness.

My report is empty.

Rows in reports whose metrics are all zero, such as for new conversion actions, won't be returned.

I can't access my custom columns through the Google Ads API.

Custom columns 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 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 in the UI to the equivalent metrics in the API.