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google_ads_conversions_create

Creates a new Google Ads conversion action and returns its resource name. Use it to define a tracked conversion goal with a name, type, category, and value, so campaigns can optimize and report on it.

Instructions

Create a new Google Ads conversion action. Returns {resource_name:'customers//conversionActions/'} of the newly created row. Mutating — the conversion action is persisted with status ENABLED by default. Reversible via google_ads_conversions_update with status='REMOVED' or google_ads_conversions_remove. Name must be <= 256 characters. Category defaults to 'DEFAULT'. For updating an existing action use google_ads_conversions_update.

Input Schema

NameRequiredDescriptionDefault
nameYesHuman-readable conversion action name shown in the Google Ads UI (e.g. 'Purchase - Checkout Complete'). Required. Max 256 characters.
typeNoConversionActionType enum. Default 'WEBPAGE' (site tag fires). Use 'UPLOAD_CLICKS' for offline-conversion uploads or 'WEBSITE_CALL' for call conversions.
reasonNoWhy this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.
approvalNoExternal approval this change carries out (recorded and shown, never verified)
categoryNoConversion category. Default 'DEFAULT'. Smart bidding uses this to group similar goals.
expectedNoExpected effects [{metric, direction, target?, horizon_days?, primary?}], exactly one primary:true when several; metric cpa/cpc/cpl/cpm/conversions/cvr/ctr/roas/cost/spend/clicks/impressions; direction up/down/hold.
customer_idNoGoogle Ads customer ID as a 10-digit string without dashes (e.g. '1234567890'). Optional — falls back to GOOGLE_ADS_CUSTOMER_ID / GOOGLE_ADS_LOGIN_CUSTOMER_ID from the configured credentials when omitted.
decision_idNoA proposed decision this change carries out.
default_valueNoDefault monetary conversion value in account currency (e.g. 5000 = ¥5,000). Used when the site tag does not send a value.
always_use_default_valueNoWhen true, always use default_value even if the site tag sends a dynamic value.
view_through_lookback_window_daysNoView-through attribution window in days (1-30). Server-side validated.
click_through_lookback_window_daysNoClick-through attribution window in days (1-90). Server-side validated — invalid values raise ValueError.

Schema Changelog

Changes observed during successful MCP inspections.

  1. Changed1 schema field changedv0.33.0
    • changedInput schema / properties / expected / description
      Previous value: -"Expected effects [{metric, direction, target?, horizon_days?}]; metric cpa/cpc/cpl/cpm/conversions/cvr/ctr/roas/cost/spend/clicks/impressions; direction up/down/hold."New value: +"Expected effects [{metric, direction, target?, horizon_days?, primary?}], exactly one primary:true when several; metric cpa/cpc/cpl/cpm/conversions/cvr/ctr/roas/cost/spend/clicks/impressions; direction up/down/hold."
  2. Changed1 schema field changedv0.28.0
    • addedInput schema / properties / approval
      Added value: +{
      +  "additionalProperties": false,
      +  "description": "External approval this change carries out (recorded and shown, never verified)",
      +  "properties": {
      +    "approved_at": {
      +      "maxLength": 64,
      +      "type": "string"
      +    },
      +    "approved_by": {
      +      "maxLength": 80,
      +      "type": "string"
      +    },
      +    "reference": {
      +      "maxLength": 128,
      +      "type": "string"
      +    }
      +  },
      +  "required": [
      +    "reference",
      +    "approved_by",
      +    "approved_at"
      +  ],
      +  "type": "object"
      +}
  3. Changed2 schema fields changedv0.26.0
    • addedInput schema / properties / decision_id
      Added value: +{
      +  "description": "A proposed decision this change carries out.",
      +  "maxLength": 128,
      +  "minLength": 1,
      +  "type": "string"
      +}
    • addedInput schema / properties / expected
      Added value: +{
      +  "description": "Expected effects [{metric, direction, target?, horizon_days?}]; metric cpa/cpc/cpl/cpm/conversions/cvr/ctr/roas/cost/spend/clicks/impressions; direction up/down/hold.",
      +  "maxItems": 12,
      +  "type": "array"
      +}
  4. Changed1 schema field changedv0.20.0
    • addedInput schema / properties / reason
      Added value: +{
      +  "description": "Why this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.",
      +  "maxLength": 500,
      +  "type": "string"
      +}
  5. Changed1 schema field changedv0.10.37
    • addedInput schema / additionalProperties
      Added value: +false
  6. Addedv0.10.11
  7. Removedv0.10.9
  8. Addedv0.9.12
  9. Removedv0.9.6
  10. Addedv0.9.2
  11. Removedv0.9.1
  12. Addedv1.0.5

TDQS

A4.1/5.0
Behavior4/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

With no annotations, the description carries the full burden and does substantial work: it declares the mutation, states the created row is persisted with status ENABLED by default, and gives an explicit reversal path (update with status='REMOVED' or remove). It omits permission/auth requirements and any safeguards against duplicate conversion actions, which keeps it below a 5.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness4/5

Is the description appropriately sized, front-loaded, and free of redundancy?

Front-loaded with the verb, then return shape, then mutation behavior, then routing — a good order. A couple of sentences restate schema facts (256-char name limit, category default) that could be dropped without loss.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

For a 12-parameter mutating tool with a nested approval object and no output schema, the description covers the return value, default status, reversibility, and sibling routing. Missing are account/permission assumptions and duplicate-handling advice, but nothing critical to correct invocation is absent.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 100%, so the schema already documents every parameter including enum defaults and ranges. The description adds only a few items that the schema already states (name length, category default), so baseline 3 applies. It does not explain the non-obvious approval/decision_id/expected journaling parameters beyond what the schema says.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

Opens with a specific verb+resource ('Create a new Google Ads conversion action') and explicitly distinguishes itself from the update sibling at the end. An agent can tell create apart from update/remove/tag without opening any schema.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines4/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

Explicitly routes to google_ads_conversions_update for existing actions, which is the key exclusion. It does not cover when to create a new conversion action versus reusing an existing one (e.g. checking google_ads_conversions_list first), so it falls short of the full when/when-not/alternatives bar.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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