Google Ads conversion actions explained

Conversion action: Enhanced

Definition:
“Enhanced” conversion actions use enriched data like hashed customer emails or phone numbers sent alongside standard conversion tags to improve matching between ad clicks and on-site actions.

Explanation:
Enhanced conversions boost your channel attribution by tapping into extra user data you already collect (e.g., email, name, address). When a user completes a form or sale, those hashed details are sent to Google Ads, helping match more conversions back to the original ad.

Conversion action: Click-based

Definition:
“Click-based” conversions rely solely on the click event and standard tags. No additional user data is sent beyond what the Google Ads pixel captures.

Explanation:
This is the classic setup: when someone clicks your ad and later triggers the conversion tag (e.g., purchases, sign-ups), Google attributes that action back to the click.

Term: Untagged Conversion Actions

Definition:

“Untagged” conversions are any on-site actions you track outside of Google Ads tags—typically imported from third-party analytics or CRM systems without custom Google tagging.

Explanation:

With untagged data, you’re feeding conversions into Google Ads by importing lists (for example, from Metrion’s backend) rather than firing Google’s conversion pixel in real time.

Which conversion action is right for you?

• Enhanced: Go here when you want the highest possible attribution towards Google ads. Often used with accounts that spend less that include pmax or video campaigns that rely on user data to match display and video ads.

• Click-based: Choose this if you prefer the non-attributed version where every sale was directly contributed by Google.

• Untagged: Always added as primary besides Ehanced* or Click-based conversions actions since the untagged conversions are conversions without any meta data to match an ad or product.

*enhanced conversions needs to be enabled