All conversions

How it works

Every conversion action in Google Ads is primary or secondary. Bidding optimises for primary actions, and only they make up the Conversions and Conv. value columns. Secondary actions are for observation: they count in All conv. but not in Conversions, unless a campaign uses them in a custom conversion goal.

The value columns split the same way. A secondary action with a value, such as an add-to-cart imported from GA4, adds the basket value with each add-to-cart it counts. So All conv. value mixes orders with steps before an order and is not the store’s revenue.

Conv. value shows sales only when the purchase is the single primary action. Conversions vs All conversions shows how to check this.

Formula

All conv. value − Conv. value = value of conversions outside the Conversions column

Where you see it

• The Google Ads columns All conv., All conv. value, Cost / all conv. and Value / all conv.
• The conversion action list, where each action is marked “Primary action used for bidding optimization” or “Secondary action not used for bidding optimization”.
• The portal’s conversion check, which shows which goals are primary and really fire.

Example

Example store, not client data.

The tableware shop’s only primary action is the purchase: 300 conversions worth 180,000 on 40,000 of spend. It also imports add-to-carts from GA4 as a secondary action with the basket value: 1,200 add-to-carts worth 780,000.

All conv. = 300 + 1,200 = 1,500. All conv. value = 180,000 + 780,000 = 960,000, and All conv. value / cost = 960,000 ÷ 40,000 = 24. The shop’s revenue is still 180,000.

Not to be confused with

• Primary conversion action — the status that puts an action into Conversions and bidding. All conv. counts both statuses.
• Conversion value — the amount sent with one conversion. All conv. value adds it up across every action, purchases or not.

Right and wrong readings

• Wrong: “All conv. value / cost is 24, so our ROAS is 24.” Right: ROAS is revenue ÷ spend = 180,000 ÷ 40,000 = 4.5. The other 780,000 is basket value, not sales.
• Wrong: “Smart Bidding learns from All conv.” Right: bid strategies optimise for Conversions. A secondary action enters bidding only through a custom conversion goal.

Sources

• metrics — Google Ads API: all_conversions, conversions, cross_device_conversions. Checked 2 October 2026.
• Conversion goals — Google Ads API: primary and secondary actions, interface labels. Checked 2 October 2026.
• Conversion reporting — Google Ads API: interface columns. Checked 2 October 2026.