Google Ads All Conversions Tab: How to Use It to Audit Your Conversion Tracking

Google Ads has started rolling out a new All Conversions tab, and if you spend money on Google Ads it is worth ten minutes of your time this week. Not because it changes how your campaigns run, but because it makes it much easier to see whether the conversions your account reports are real.

Conversion tracking problems are some of the most common issues in a Google Ads account. A lead form counted twice. A page view set as a primary goal. Three different conversion windows that nobody chose on purpose. Smart Bidding then optimises towards those numbers, and the account looks healthier than the sales figures say it is.

This guide covers what the Google Ads All Conversions tab is, where to find it, and a practical audit you can run with it today. If you want a second pair of eyes on your account, our paid media team does this as standard before touching any campaign.

What is the Google Ads All Conversions tab?

The All Conversions tab is a new submenu in Google Ads that shows every conversion action in your account in one table, along with its key settings and performance.

Search Engine Land reported the change on 28 October 2026. It was spotted by Thomas Eccel, who said the new view is appearing in a growing number of Google Ads accounts. It is a gradual rollout, so if you cannot see it yet, check again over the next few weeks.

Until now, going to Goals, then Conversions, then Summary showed your conversion actions grouped by category. To see everything in one list, you had to click "View all conversion actions". The new path is:

Goals > Conversions > All Conversions

That takes you straight to the full conversion action table.

What the All Conversions tab shows

According to Search Engine Land, the consolidated table gives you visibility of:

• Tracking status for each conversion action.
• Counting method, meaning one conversion or every conversion per ad interaction.
• Click-through and view-through conversion windows.
• Whether each action is included in account-level goals.
• Primary and secondary settings (more on this below, because it is not shown by default).
• Repeat rate, last-seen information and other performance metrics.
• Attribution-related information, including data-driven attribution eligibility where available.

You can also customise the columns and change the date range, which is where the audit value comes in.

All conversions vs conversions in Google Ads: what is the difference?

This trips up a lot of business owners, and it matters for the audit, so it is worth being clear.

Google Ads has two main conversion columns:

• Conversions shows your primary conversion actions. Per Google's own help pages, this is the column generally used for bidding.
• All conv. (All conversions) shows primary and secondary actions together, plus other sources such as view-through conversions.

A primary action is reported in the Conversions column and used for bidding, as long as the goal it belongs to is used by the campaign. A secondary action is for observation only. It shows up in All conv. but not in Conversions, and it does not drive bidding. Google notes one exception: a secondary action included in a custom goal is used for bidding when that custom goal is set on the campaign.

So the new tab and the old All conv. column are related but not the same thing. The tab is a place to review your conversion action settings. The column is a reporting metric. The tab makes it much easier to see which actions feed which column.

Why does this matter commercially? Because whatever sits in your Conversions column is what Smart Bidding chases. If "Viewed contact page" is set as primary alongside "Submitted enquiry form", Google will happily spend your budget getting more contact page views. Google's own help says that misconfiguring primary and secondary actions can stop Smart Bidding optimising effectively.

How to audit your conversion tracking with the All Conversions tab

Here is the audit we run. It works for lead generation and ecommerce accounts, and you do not need to change anything to do it. Look first, change later.

1. Turn on the Action optimization column

This is the step most people will miss. Greg Finn, founder of Cypress North, pointed out to Search Engine Land that the new table does not necessarily show whether an action is primary or secondary by default. You need to add the Action optimization column (that is Google's US spelling in the interface).

Once it is on, save the column set so you do not have to rebuild it every time. Finn recommends saving a set of columns built around conversion tracking audits, and we agree. A sensible saved set includes:

• Conversion action name and source
• Tracking status
• Action optimization (primary or secondary)
• Count (one or every)
• Click-through conversion window
• View-through conversion window
• Included in account-level goals
• Conversions and All conv. for the date range
• Last seen

2. Check tracking status and last seen

Start with the basics. Any action that is inactive, unverified or has not recorded a conversion in weeks needs an answer. Either it is broken, or it is an old action that should be removed or set to secondary so it stops cluttering reports.

A primary action that has stopped firing is a bigger problem than it looks. Bidding loses a signal, and reporting quietly drops leads you are still getting.

3. Compare conversion windows side by side

This is where the new tab really earns its place. Finn gave the example of an account with actions on seven-day, 30-day and 90-day click-through windows. Previously, spotting that took manual digging through each action. Now you can see it in one column.

For context, Google's defaults when you create a new action are 30 days for click-through, three days for engaged-view and one day for view-through. For Search and Display, the click-through window can go up to 90 days depending on the conversion source.

There is no single right window. A takeaway shop and a commercial equipment supplier have very different buying cycles. What you want is consistency with a reason behind it. Check the time lag report in your attribution reports to see how long your customers actually take to convert, then set windows to match. And remember, per Google, changing a window only affects conversions recorded from that day onwards. It does not rewrite history.

4. Check counting: one vs every

Google gives you two counting options:

• Every counts each conversion after an ad click. Right for sales, where two purchases are two sales.
• One counts only one conversion per ad interaction. Google recommends this for leads, so a page refresh or a second form fill from the same person does not inflate the numbers.

If your enquiry form is set to Every, there is a fair chance you are overcounting leads. For ecommerce, Google also recommends passing transaction IDs so duplicate purchases are removed.

5. Hunt for double counting

Double counting is the most expensive tracking mistake we see, because it makes bad campaigns look good. Common causes:

• The same purchase tracked by both the Google Ads tag and an imported Google Analytics conversion, with both set as primary.
• A thank-you page view and a form submit event both set as primary for the same enquiry.
• Add to cart or page view actions set as primary with a value attached. Google's troubleshooting guide specifically flags this as a cause of inflated conversion values.

Finn highlighted that changing the date range in the new table lets you see when conversions were recorded and spot unusual patterns. If two actions jump on the same days by similar amounts, they are probably measuring the same thing.

Pick one source of truth for each real business outcome. Keep it primary. Set the duplicates to secondary so you can still observe them without bidding on them.

6. Check what is in your account-level goals

The table shows whether each action is included in account-level goals. Make sure only the actions that represent real business outcomes, such as a qualified lead, a booked call or a sale, are primary in the goals your campaigns optimise towards. Micro-actions like scroll depth or video plays can stay as secondary for insight.

7. Compare Google Ads with your CRM or sales system

Finally, take the primary conversions for the last full month and compare them with what actually landed in your CRM, booking system or shop. Google's help notes that the "All conv. (by conv. time)" column can give a better comparison with your own systems, because it reports conversions on the day they happened rather than the day of the ad click.

If Google Ads reports far more leads than your inbox or CRM received, you have found your problem. That gap is exactly what this audit exists to close. It is also why we judge paid media on lead quality, not volume.

When should you run this audit?

• Before changing bid strategies. Moving to Maximise Conversions or Target CPA on bad data teaches Google the wrong lesson.
• When you take over an account or switch agency. Search Engine Land made the same point: for agencies taking over accounts, the tab can uncover measurement problems before optimisation starts.
• Before peak trading. With Black Friday and Christmas coming, now is the time to make sure every sale is counted once.
• After any website rebuild or tag change. Forms, thank-you pages and checkouts are the first things to break.

If you are working through bigger structural changes in your account, our guides to Google Ads channel prioritisation and scaling paid ads without doubling budget are worth reading once your tracking is clean.

What the All Conversions tab does not do

It is a better view, not a fix. The tab will not change your settings for you, and it will not tell you which actions should be primary. That needs someone who knows what a sale or a qualified lead looks like for your business. It also only shows what Google Ads can see, so offline sales and phone deals still need importing or matching to your CRM. For more on joining up ad spend with revenue, see our guide to measuring marketing ROI.

FAQ

What is the All Conversions tab in Google Ads?

It is a new submenu under Goals > Conversions > All Conversions that lists every conversion action in your account in one table, with settings such as tracking status, counting method, conversion windows, goal inclusion and performance metrics. It started rolling out to Google Ads accounts in October 2026.

Why can't I see the All Conversions tab in my Google Ads account?

Google is rolling it out gradually, so not every account has it yet. Until it appears, you can still reach the full list via Goals > Conversions > Summary and the "View all conversion actions" button.

What is the difference between Conversions and All conversions in Google Ads?

The Conversions column shows primary conversion actions and is generally used for bidding. The All conv. column includes primary and secondary actions plus other sources such as view-through conversions. Secondary actions are for observation and do not drive bidding unless they are part of a custom goal.

How do I see if a conversion action is primary or secondary in the new tab?

Add the Action optimization column to the All Conversions table. It is not necessarily shown by default. Save the column set so it is there every time you audit.

Should I count one or every conversion?

Google recommends Every for sales, so each purchase counts, and One for leads, so duplicate form fills or page refreshes do not inflate your numbers.

Why are my Google Ads conversions higher than my actual leads or sales?

The usual causes are duplicate tracking (for example a Google Ads tag and an imported Analytics conversion both set as primary), lead actions set to count Every, micro-actions like page views set as primary, or view-through conversions included in your reporting. The All Conversions tab makes all of these easier to spot in one place.

Next step

If your Google Ads numbers and your sales numbers do not match, that is not a reporting quirk. It is budget going to the wrong place. Book a call and we will review your conversion tracking before we talk about anything else, or email hello@blackfiremarketing.co.uk. You can also read more about how we run Google Ads and paid media, or how it compares with Meta Ads vs Google Ads for lead generation.