About updated conversion categories

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Conversion tracking starts with you creating a conversion action in your Google Ads account. A conversion action is a specific customer activity that is valuable to your business. Before you start, you can set up a new conversion category by following the instructions in Set up conversion tracking for your website.

When creating a conversion action, you can select the conversion category that best describes this action, which can be useful when segmenting your conversion reporting data by category.

Starting in May 2020, you can choose from an expanded list of conversion categories. This expanded list provides more granularity to describe the conversion actions that are the most meaningful for your business.

How it works

Starting in May 2020, when you sign in to your Google Ads account you will be prompted to update your current conversion categories to the new conversion categories, for each conversion action. The updated conversion categories provide more granularity to describe the conversion actions that are the most meaningful for your business.

Previously, you could select the following categories to classify your conversions:

Conversion categories examples

You can choose from the following expanded list of conversion categories when you set up or update conversion tracking for your website:

Business goal

Sales Categories icon

Sale categories

Lead Categories icon

Leads categories

Further Categories icon

Further categories

Updated conversion categories

Purchase icon Purchase

Add to Cart icon Add to cart

Begin Checkout icon Begin checkout

Subscribe icon Subscribe

Qualified Leads icon Qualified leads

Convert Leads icon Converted leads

Lead Form icon Submit lead form

Book Appointment icon Book appointment

Sign Up icon Sign up

Request Quote icon Request quote

Get Directions icon Get directions

Outbound Click icon Outbound click

Contact icon Contact

Page view icon Page view

More icon Other


Updating your conversion categories

If you haven’t already, you should update your existing conversion action categories now and start getting more relevant reports.

Google Ads offers a default suggestion that is a best guess based on the previous conversion category. Make sure you carefully review and modify those suggestions to ensure the correct conversion categories are selected. It’s important to have the correct conversion categories selected so you can accurately segment your campaign performance.

Note: Starting October 15th, 2020, the suggested categories will be automatically applied if you haven’t already updated or accepted them.
Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Review and update your conversion categories.
  5. Click Update now in the conversion categories notification in the center of the page.
  6. Review the suggested updated conversion categories and click Update.

Updating conversion action UI screen

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