All Conversions

01 — OverviewWhat Is All Conversions?

The All Conversions column in Google Ads shows a wider view of conversion-based activity than the primary Conversions column. Based on your conversion parameters, this can consist of primary conversions as well as secondary conversion actions and additional suitable conversion sources.

For instance, a business might monitor purchases as its primary conversion and also measure phone calls, sign-ups, or store visits. You can include these monitored actions in a more comprehensive reporting view with All Conversions.

02 — MechanicsHow Do All Conversions Work?

All Conversions combines all the required conversion actions connected to your Google Ads campaigns and presents them as a combined conversion metric.

When you build conversion actions in Google Ads, you can define which are primary and which are secondary. The Main Conversions column usually lists the main conversion actions and can be used to optimize campaigns. Secondary actions may still provide valuable reporting data and can be present in All conversions.

Advertisers can add the All conversions column in Google Ads metrics to see this broader conversion activity. The information can then be divided down by conversion action, device, campaign, or other dimensions that are accessible.

This means that marketers may view far more than the chosen primary conversions.

03 — ScopeWhat Is Included in All Conversions?

The data you see under All Conversions reflects the conversion actions and settings configured in your Google Ads account. It may include:

• Primary conversions: Actions that are included in the core Conversions column also appear in All Conversions.
• Secondary conversions: You can list certain secondary conversion actions in reports, even if they're not necessary for bidding.
• Cross-device conversions: You can track conversions when a user engages with an ad on one device and converts on another.
• Store visits: Valid store visit conversions can be added to the metric.
• Certain phone call conversions: Several phone call conversion activities will be included in All Conversions.
• View-through conversions: Based on the campaign and tracking setup, it's possible that eligible view-through conversions may also be documented.

Not all accounts will include all kinds of such conversions. The data you're allowed access to varies according to the conversion actions you have configured and how you have set up your Google Ads campaign.

04 — ImpactWhy Are All Conversions Important?

All Conversions gives a more comprehensive view of the activities related to an advertising campaign. Focusing only on primary conversions may not capture other customer actions that can help you understand the campaign's success.

For example, an online business might consider completed transactions as its primary objective but also keep an eye on product inquiries, calls, form submissions, and newsletter signups. In addition to primary conversion activity, All Conversions analysis will show these other actions.

This wider perspective can be useful for advertisers to assess customer interactions and to work out which campaigns or channels are connected to various kinds of conversion activity.

Businesses seeking to measure how well their website is performing can also check out our conversion rate optimization best practices for ways to enhance the process from website visits to actions performed.

05 — ComparisonAll Conversions vs. Conversions vs. Conversion Rate

The following three Google Ads metrics assess various elements of conversion performance: All Conversions show a wider conversion activity. Conversions focus on the main conversion actions. Conversion rate is the ratio of interactions that lead to a conversion.

06 — PlaybookHow to Use All Conversions in Google Ads

To use All Conversions to analyze your data, you must set up the correct conversion actions in Google Ads.

A simple process is:

1. Set up conversion tracking: Create conversion actions for important customer activities.
2. Review conversion settings: Check whether each action is classified as primary or secondary.
3. Add All conv. to reports: Use the column settings in Google Ads to display the metric.
4. Review conversion sources: Look at the different actions contributing to the total.
5. Segment the data: Break down conversion activity by campaign, device, conversion action, or other available dimensions.
6. Compare related metrics: Review All Conversions alongside Conversions and Conversion Rate.

Businesses that run paid advertising campaigns can use Google Ads services such as campaign management, conversion tracking, targeting, and analysis of the campaign's effectiveness.

07 — ExampleExample of All Conversions

Suppose an online service business manages Google Ads and monitors three types of actions:

• 40 completed purchases
• 15 phone calls
• 25 newsletter registrations

For example, if you have purchases as a primary conversion and phone calls and newsletter registrations as additional actions. The Conversions column can be focused on the main purchase actions, whereas All Conversions may give you a more complete picture of the monitored activity.

This difference is important as various actions can signify different phases of the customer journey. A purchase might signal a finalized transaction, whereas a phone call or registration could signify an earlier interaction.

08 — Use CasesCommon Uses of All Conversions

Advertisers can use All Conversions for several reporting and analysis purposes:

• Broader campaign reporting: Review more conversion activity than the primary Conversions metric alone.
• Customer journey analysis: See different actions users take after interacting with advertising.
• Conversion action analysis: Identify which tracked actions contribute to overall conversion activity.
• Device comparison: Review conversion activity across different devices where eligible data is available.
• Campaign comparison: Compare broader conversion activity between campaigns.
• Performance reporting: Include additional conversion actions when preparing a wider campaign performance report.

This metric is especially helpful when a business is tracking a variety of customer actions and prefers to examine them in a larger reporting context.

09 — TakeawayFinal Takeaways About All Conversions

All Conversions provides advertisers a more comprehensive overview of conversion activity in Google Ads. It may consist of primary conversions and other eligible conversion actions, based on account settings and the categories of conversions being monitored.

The metric should not be confused with the main Conversions column or Conversion Rate. Conversions focuses on selected primary actions, while conversion rate expresses conversion activity as a percentage of eligible interactions.

Using these metrics together can give advertisers more context when reviewing campaign activity, conversion actions, and customer interactions.

10 — FAQsFrequently Asked Questions