Glossary
What is All conversions in Google Ads?
Melvin Salas1 min readVerified 1 October 2026
Short answer
All conversions, shown as All conv., is the Google Ads column that, in Google's words, shows comprehensive data for all primary and secondary conversion actions and includes other special conversion sources, such as view-through conversions. The Conversions column, by contrast, shows the conversions you've received across your primary conversion actions, and Google says its data is what your bidding strategies use. All conversions is the wider view; Conversions is what the bidder reads.
Google describes it as a comprehensive view of all actions tracked, regardless of whether they're used directly for bidding. It says view-through conversions are not included in the Conversions column, only in the View-through conversions and All conversions columns. All conversions has the same set of related columns as Conversions, calculated from All conversions instead: Cost/all conv., All conv. rate, All conv. value, All conv. value/cost, All conv. value/click and Value/all conv.
Google adds that if you're comparing Google Ads data with third-party platforms or your own systems, All conv. (by conv. time) may give you a better comparison, because it reports conversions by the time that they occurred rather than the time of the ad click.
The gap between the two columns is the useful part, and reading it is our practice rather than Google's advice. Segment a campaign by conversion action and compare the two columns: an action that shows up in All conversions and not in Conversions was, as far as the columns show, not one the campaign was counting for bidding over that window. A gap made of view-through conversions says something different from a gap made of secondary actions, so we split it by action before reading anything into it.
We check this on every account we run
Riibon ties Meta and Google Ads back to outcomes measured outside the platforms, payments and bookings, so the number a decision rests on is one the business would recognise. When the platform and the business disagree, we show both and say which one we trusted.
Ask the Riibon app what your own account is counting as a conversion. It is free, with no time limit and no card. Or book a call and we run it for you.