When does a conversion get uploaded and to which action

Google Ads

Name

Conditions

Enhanced / “Website conversion source”

Metrion - Purchase enhanced

Used when:
• The conversion is not blocked (i.e. “untagged = false” / frontend tracking succeeded).
• You have enhanced-data available (user identifiers such as email, phone, address, etc.).
In that case always upload via “Enhanced conversions for web” flow. This uses first-party user data (hashed) to match conversions.

Untagged (but with enhanced user data)

Metrion - Purchase untagged (import from clicks)

Used when:
• The conversion is “untagged” (i.e. frontend tracking is blocked / failed).
• But you still have at least one user identifier (enhanced data).
In that case: upload conversion to “Metrion - Purchase untagged.” This ensures you still capture conversions where consent-tagging is blocked, but you have some user info. This approach aligns with the “enhanced conversions for leads” path in Google Ads.

Click-based (privacy mode / fallback)

Metrion - Purchase click-based (import from clicks)

Used when:
• The conversion record includes a valid click identifier (e.g. gclid) from the ad click.
• This is your fallback / privacy-preserving mode when no enhanced user data is available.
In that case: upload conversion using “click-based import” i.e. send a ClickConversion via the Google Ads API.