google_ads_conversion_action

A conversion action is a measurable event you care about — a form submit, a phone call, a purchase. Conversion actions tell Google what to optimize toward and what to report on.

Note

Conversion actions are account-scoped, not campaign-scoped. One conversion action can be used by many campaigns. Define each one once at the top of your .bid files (or in a dedicated account.bid).

Google matches a declared conversion action to the live one by name, so writing a block that repeats the name of an action the account already has adopts it rather than creating a second one. That is how you take over an action Google Analytics or the Google Ads UI created for you.

Example

A simple lead-form conversion with a fixed value:

resource "google_ads_conversion_action" "lead" {
  name                                = "Lead form submit"
  type                                = "WEBPAGE"
  category                            = "SUBMIT_LEAD_FORM"
  status                              = "ENABLED"
  counting_type                       = "ONE_PER_CLICK"
  primary_for_goal                    = true
  click_through_lookback_window_days  = 30
  view_through_lookback_window_days   = 1

  value_settings {
    default_value             = 50
    default_currency_code     = "EUR"
    always_use_default_value  = true
  }
}

Primary or secondary

primary_for_goal is the setting that decides what your Conversions column means, and therefore what Smart Bidding buys:

• primary_for_goal = true — the action counts in the Conversions column and bidding optimizes toward it.
• primary_for_goal = false — the action is still measured and still reported (“all conversions”), but it is observation-only: it does not drive bidding.

Google’s default is primary. An auto-imported pageview event left at the default can quietly become most of your reported conversions, so bidsmith validate warns about a PAGE_VIEW action that stays primary. See Stop counting pageviews as conversions.

Omitted means unmanaged

Leaving primary_for_goal out doesn’t declare it true — it leaves the setting to whatever the account has, and out of review. Write it down on every action you care about.

Schema

Required

• name ( String )
• type ( String ) One of: UNKNOWN, AD_CALL, ANDROID_APP_PRE_REGISTRATION, ANDROID_INSTALLS_ALL_OTHER_APPS, CLICK_TO_CALL, FIREBASE_ANDROID_CUSTOM, FIREBASE_ANDROID_FIRST_OPEN, FIREBASE_ANDROID_IN_APP_PURCHASE, FIREBASE_IOS_CUSTOM, FIREBASE_IOS_FIRST_OPEN, FIREBASE_IOS_IN_APP_PURCHASE, FLOODLIGHT_ACTION, FLOODLIGHT_TRANSACTION, GOOGLE_ANALYTICS_4_CUSTOM, GOOGLE_ANALYTICS_4_PURCHASE, GOOGLE_HOSTED, GOOGLE_PLAY_DOWNLOAD, GOOGLE_PLAY_IN_APP_PURCHASE, LEAD_FORM_SUBMIT, SALESFORCE, SEARCH_ADS_360, SMART_CAMPAIGN_AD_CLICKS_TO_CALL, SMART_CAMPAIGN_MAP_CLICKS_TO_CALL, SMART_CAMPAIGN_MAP_DIRECTIONS, SMART_CAMPAIGN_TRACKED_CALLS, STORE_SALES, STORE_SALES_DIRECT_UPLOAD, STORE_VISITS, THIRD_PARTY_APP_ANALYTICS_ANDROID_CUSTOM, THIRD_PARTY_APP_ANALYTICS_ANDROID_FIRST_OPEN, THIRD_PARTY_APP_ANALYTICS_ANDROID_IN_APP_PURCHASE, THIRD_PARTY_APP_ANALYTICS_IOS_CUSTOM, THIRD_PARTY_APP_ANALYTICS_IOS_FIRST_OPEN, THIRD_PARTY_APP_ANALYTICS_IOS_IN_APP_PURCHASE, UPLOAD_CALLS, UPLOAD_CLICKS, WEBPAGE, WEBPAGE_CODELESS, WEBSITE_CALL .
• category ( String ) One of: UNKNOWN, DEFAULT, PAGE_VIEW, PURCHASE, SIGNUP, LEAD, DOWNLOAD, ADD_TO_CART, BEGIN_CHECKOUT, SUBSCRIBE_PAID, PHONE_CALL_LEAD, IMPORTED_LEAD, SUBMIT_LEAD_FORM, BOOK_APPOINTMENT, REQUEST_QUOTE, GET_DIRECTIONS, OUTBOUND_CLICK, CONTACT, ENGAGEMENT, STORE_VISIT, STORE_SALE, QUALIFIED_LEAD, CONVERTED_LEAD .

Optional

• status ( String ) One of: ENABLED, REMOVED, HIDDEN . Default "ENABLED"; omit to manage at the default.
• counting_type ( String ) One of: ONE_PER_CLICK, MANY_PER_CLICK .
• primary_for_goal ( Boolean )
• include_in_conversions_metric ( Boolean )
• click_through_lookback_window_days ( Integer )
• view_through_lookback_window_days ( Integer )
• phone_call_duration_seconds ( Integer )

Nested blocks documented below: value_settings, attribution_model_settings.

phone_call_duration_seconds applies to call actions: a call shorter than this many seconds is not counted at all. The Google Ads UI sets 60 on the call action it creates for you, which discards every call under a minute; 0 counts them all.

include_in_conversions_metric is a second, older switch over the same column, from before Google grouped actions into conversion goals. Both stay writable — declare whichever one your account actually uses, so a change to it lands in review rather than in a report nobody questions.

Nested blocks

value_settings

Default monetary value Google assigns to each conversion. always_use_default_value = true overrides any per-conversion value sent at fire time (useful when the value is unknown until the lead is qualified).

Optional

• default_value ( Number )
• default_currency_code ( String )
• always_use_default_value ( Boolean )

attribution_model_settings

How credit for one conversion is spread across the clicks that led to it. Google offers two models for new selections — GOOGLE_ADS_LAST_CLICK and GOOGLE_SEARCH_ATTRIBUTION_DATA_DRIVEN — and the retired heuristic models are still accepted here so an account that reports one keeps round-tripping.

Optional

• attribution_model ( String ) One of: EXTERNAL, GOOGLE_ADS_LAST_CLICK, GOOGLE_SEARCH_ATTRIBUTION_FIRST_CLICK, GOOGLE_SEARCH_ATTRIBUTION_LINEAR, GOOGLE_SEARCH_ATTRIBUTION_TIME_DECAY, GOOGLE_SEARCH_ATTRIBUTION_POSITION_BASED, GOOGLE_SEARCH_ATTRIBUTION_DATA_DRIVEN .

See also

• google_ads_call_asset — links a phone number to a call-tracking conversion action.
• Stop counting pageviews as conversions — the whole workflow for an imported action.
• Google’s conversion-tracking docs — for choosing type and category.