How-to · Updated October 11, 2026
See what is in All conversions that is not in Conversions in Google Ads
Updated October 11, 2026
15 minutes
Segment the Campaigns table by Conversion action and compare Conversions with All conv. on each row. Rows counted only in All conversions are Secondary actions, Primary actions the campaign does not bid on, view-through conversions, some calls and Google's Local actions. Move an action into Conversions only if it is a real lead.
Before you start
- Read-only access or higher to the Google Ads account to read the columns. Changing a conversion action's setting needs Standard or Admin access; Read-only can view but not edit.
- Your own definition of a lead, written down first: a form submission, a call over a minimum length, a booked appointment.
Split the gap by conversion action
Break both columns down by the action that recorded each conversion.
- In Google Ads, open Campaigns in the page menu. If the table has no All conv. column, click the Columns icon above the table and add it next to Conversions.
- Set the date range to the last 30 days.
- Click the Segment icon above the table and, under Conversions, choose Conversion action. Each campaign now splits into one row per action.
- Write down every action whose All conv. is higher than its Conversions. Those rows are the whole gap.
With this segment on, Clicks, Impr., Cost and Cost / conv. show "--". Google says a conversion segment works only with conversion columns, so the blanks are expected.
Name what each extra row is
Each extra row falls into one of a few groups, and most are meant to stay out of Conversions.
- Open the Goals menu, then the Conversions drop-down, then Summary. Find the goal holding the action and click Edit goal. Under Conversion action optimization, an action set to Secondary (observe only) reports in All conv. and is not used for bidding, unless the campaign bids on a custom goal that includes it.
- If the action is Primary, Google counts an action in a campaign's Conversions only when it is Primary and the campaign optimizes toward the goal that holds it, or when it sits in a custom goal the campaign uses. Otherwise it lands in All conv. only.
- Look for Local actions rows, such as Local actions - Directions, Clicks to call and Website visits. Google creates these itself once location assets are active and the first such action is recorded, and lists them in All conv. Directions can count toward bidding only in Performance Max, Search and Shopping campaigns that take it as a goal, Clicks to call only in Performance Max, and the other local actions not at all.
- The rest is Google's own extra sources: view-through conversions, store visits for eligible advertisers, and calls from call assets or call-only ads placed after viewing the ad on a tablet or computer. Google reports these in All conv.
Move a real lead into Conversions, and leave the rest
Only an action that matches your definition of a lead belongs in Conversions, because that is the column bidding works toward.
- If a real lead action, such as your form submission, is Secondary, open its goal with Edit goal, select Primary under Conversion action optimization, and click Save.
- Then go to Campaigns, select the Settings tab, select the campaign and expand Conversion goals. Make sure the campaign uses the goal that holds that action, since Primary alone is not enough.
- Leave Secondary actions, view-through conversions and website, menu and engagement local actions where they are. They report in All conv. without steering bids.
Google says Smart Bidding needs a 7 to 14 day learning phase and that changing conversion goals during it resets the window, so make goal changes together, once.
Check it worked
Wait at least a week, then run the same segment on dates after the change. The lead action you moved should now show in Conversions too, with the same or nearly the same number as in All conv. Any small difference left is view-through conversions or calls after a view, which Google keeps in All conv. only.
Compare Conversions with your own count of leads for the same dates. A gap of a few is normal, since Google files a conversion under the date of the ad click. For a closer match to your records, add the Conversions (by conv. time) column, which dates each conversion to when it happened.
A worked example of the gap
A business sees 40 Conversions and 95 All conv. for a month. Segmented by conversion action, the 40 are its form submissions and its tracked calls. The other 55 are 30 Local actions directions taps, 15 visits to a pricing page set to Secondary, and 10 view-through conversions. None of the 55 needs moving. The example is an illustration, not a real account.