Google Conversion API Parameters (Google Ads Conversion API)
Introduction
The Google Conversion API, also known as Google Ads Conversion API, is a safer and more reliable way to send conversion events directly from the server to Google Ads. Unlike traditional pixel (tag) tracking, this integration reduces data loss caused by ad blockers, cookie restrictions, and browser privacy policies.
With the API, conversions are sent server-side, ensuring greater measurement accuracy and better campaign optimization.
What is the Google Conversion API for?
The Conversion API allows:
📊 Measure conversions with greater accuracy
🔒 Reduce the impact of ad blockers and cookies
🚀 Improve campaign optimization and learning
🔁 Send online and offline events (e.g., sales, leads, payments)
📈 Increase the reliability of attribution data
Difference between Google Tag and Conversion API
Executed in the browser
Executed on the server
Can be blocked
Not subject to browser blocking
Depends on cookies
Less dependence on cookies
May lose events
Higher delivery rate
💡 The combined use of the Tag + Conversion API is the best practice recommended by Google.
Main events sent
The most common events sent via API include:
Lead(registration / form submitted)Purchase(completed purchase)AddToCart(add to cart)BeginCheckout(begin checkout)Offline conversions
Each event can contain parameters such as:
Conversion value
Currency
Event ID
Attribution data
How the integration works (overview)
The user performs an action (e.g., submits a form)
The system records the event
The event is sent from the server to the Google Ads API
Google processes and attributes the conversion to the campaign
Requirements to use the Google Conversion API
To use the API, you need:
Active account in Google Ads
Conversions configured in Google Ads
Administrative access to the account
Generation of credentials (token/API key)
Proper user consent, according to LGPD
Recommended best practices
✅ Use event deduplication (event ID)
✅ Send as many parameters as possible
✅ Combine Google Tag + API
✅ Ensure compliance with LGPD and Google policies
✅ Monitor conversion status in Google Ads
Common errors and cautions
❌ Duplicate conversions due to lack of deduplication
❌ Invalid or unauthorized token
❌ Event not configured in Google Ads
❌ Sending data outside the required format
Benefits for your operation
By using the Google Conversion API, your company gains:
More reliable data
Better campaign performance
Less dependence on cookies
Greater control over events and attribution
Categories of conversion actions in the Google Ads API
When configuring the Google Conversion API, it is essential to correctly choose the conversion action category (ConversionActionType). These categories determine how Google Ads interprets, attributes, and optimizes each event.
Below are the main categories supported by the API, according to Google's official documentation.
Offline conversions
Used to track conversions that happen outside the digital environment, such as in-person sales or phone contacts.
UPLOAD_CLICKS
Click / Lead conversions
Importing offline conversions based on clicks
UPLOAD_CALLS
Call conversions
Importing phone call conversions
STORE_SALES
In-store sales
Importing physical store sales
Online conversions (Website)
Allow tracking actions taken directly on the website, such as purchases, forms, and clicks.
WEBPAGE
Website / GA4
Page load conversions
WEBPAGE_ONCLICK
Website / GA4
Element click conversions
CLICK_TO_CALL
Phone clicks
Clicks on phone numbers on mobile devices
⚠️ Website conversions require the global_site_tag and the event_snippet, in addition to correct event mapping.
App conversions
Used to measure installs and in-app actions within mobile applications.
GOOGLE_PLAY_DOWNLOAD
Installs via Google Play
GOOGLE_PLAY_IN_APP_PURCHASE
In-app purchases
💡 For install conversions, the category must be set to DOWNLOAD.
Phone call conversions
Recommended for businesses that receive leads or sales by phone.
AD_CALL
Ad calls
Calls generated directly from ads
WEBSITE_CALL
Website calls
Calls originating from numbers displayed on the website
CLICK_TO_CALL
Click to call
Only the click on the number (without tracking the call)
Optimized conversions
The optimized conversions complement the data sent, using the business's own information (such as email or phone) in a secure and encrypted way.
UPLOAD_CLICKS
Optimized conversions for leads
WEBPAGE
Optimized conversions for web
These conversions help Google improve attribution and campaign performance.
Integrations with Google Analytics (GA4)
Conversions imported from GA4 use specific types:
GOOGLE_ANALYTICS_4_CUSTOMGOOGLE_ANALYTICS_4_PURCHASE
These conversions can be enabled, categorized, and used for bidding directly in Google Ads, respecting API limitations.
Best practices when choosing the category
✅ Choose the correct category according to the conversion source
✅ Avoid mixing online and offline conversions
✅ Use optimized conversions whenever possible
✅ Ensure deduplication between Tag and API
✅ Respect privacy guidelines (LGPD)
Custom conversion variables
The custom conversion variables allow associating additional information with conversions imported via the Google Ads API, functioning as tags that enrich the sent data. With them, it is possible to create more detailed and segmented reports in Google Ads.
What are they for?
They are used to add extra attributes to a conversion, such as status, category, source, or any information relevant to the business.
Practical example: When importing a conversion for the purchase of a product, like a new blue hat, it is possible to associate tags such as:
color: bluestatus: new
How custom variables work
Each custom variable corresponds to a tag
You can create as many variables as needed
These variables are linked to conversions at the time of import
The required fields of a custom variable (ConversionCustomVariable) are:
name: identifies the variable (must be unique)
tag: name of the tag that will be used in the conversion (e.g., color, status)
⚠️ Check the field limitations directly in the official Google Ads documentation.
Creation and management
Management of custom conversion variables is done through the ConversionCustomVariableService.
To create new variables:
Use the method
MutateConversionCustomVariablesSend one or more
ConversionCustomVariableOperationIn each operation, set the field create with the variable's data
After creation, the variable can have the statuses:
ENABLED (active)
ACTIVATION_NEEDED (requires activation)
The status can be checked in the API response.
Using variables when importing conversions
When importing a conversion (such as ClickConversion), use the field custom_variables to provide all created variables.
Each variable must contain:
conversion_custom_variable: resource name of the created variablevalue: value that will be associated with the conversion (e.g., blue, new)
These data become available for advanced targeting and reporting in Google Ads.
Conclusion
The correct definition of conversion action categories is essential for the Google Conversion API to function efficiently. When well configured, they ensure more reliable data, better attribution, and higher-performing campaigns within Google Ads.
Whenever possible, use the API together with the Google Tag and keep your conversion actions aligned with your business strategy.
Official reference
This article was prepared based on the official Google Ads documentation:
🔗 Google Ads API – Conversion action categories https://developers.google.com/google-ads/api/docs/conversions/categories?hl=pt-br
🔗 Google Ads API - Custom conversion variables https://developers.google.com/google-ads/api/docs/conversions/conversion-custom-variables?hl=pt-br
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