Glossary
What is the Conversion action segment in Google Ads?
Melvin Salas1 min readVerified 3 October 2026
Short answer
The Conversion action segment splits a Google Ads table into rows by conversion action, which Google describes as the name of the conversion tracking action that you set up. It is how you see what a blended Conversions figure is made of.
To apply a segment, Google says to click the segment icon in a table and select the data that you want to isolate. It lists Conversion action among its conversion segments, alongside Conversion category, Conversion source, Ad event type and Days to conversion.
The catch is cost. Google says conversion-based segments like Conversion action and Conversion lag work only with conversion-related columns like Conversions, All conv. and Conversion value, so Clicks, Impr. and Cost show a blank value, '--', when one is applied, and so do columns that incorporate cost, such as Cost/Conv. (cost per conversion).
Google suggests segmenting the All conversions column by conversion action to see how many conversions you have associated with each action regardless of whether that action was included in the main Conversions column. Our practice is to show Conversions beside All conv. under this segment: an action with All conv. and no Conversions was, as far as the columns show, not one the main Conversions column was counting.
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.