"All conversions" ("All conv.") shows you data for all conversion actions, including those which you've chosen not to include in "Conversions”. It also includes other special conversion sources.
The “All conversions” (All conv.") column gives you a view of all the conversions that your campaigns drive. This column displays the total number of conversions reported by Floodlight conversion actions and Google Ads conversion actions.
The “All conversions” column includes cross-device conversions, Google Ads store visits, certain phone calls, and more when reporting these features is supported in Search Ads 360.
The "All conversions" column provides a flexible way to report on which campaigns, ads, and keywords are leading to valuable actions. These conversion totals can give you a more accurate understanding of how users interact with your ads, and this helps you better calculate the effectiveness of your advertising.
On this page
"All conversions" related columns
“All conversions” has the same set of related columns as “Conversions”, but with metrics calculated based on your “All conversions” column instead of “Conversions”. These columns report conversions based on the date your ad was clicked (click-date aligned).
|
Column name |
Description |
|
Cost / all conv. |
Tells you the cost of conversions for all the conversion actions in your account. |
|
All conv. rate |
Tells you how often, on average, an ad click or other ad interaction leads to a conversion. It’s calculated by dividing “All conversions” by the total eligible interactions (like ad clicks or video ad views). |
|
All conv. value |
Tells you the sum of conversion values for all of your conversions. You have to enter a value for your conversion actions to make this metric useful. |
|
All conv. value (original reported) |
Provides the total sum of conversion values across all your conversion actions. Note that this figure does not account for custom variable adjustments or additional logic. It reflects only the revenue captured directly by tags and excludes any static values defined in your Floodlight settings. |
|
All conv. value (original reported current model) |
Applies your current attribution model to raw conversion values before any custom adjustments or logic are factored in. This allows you to compare historical data against your standard "All conv. value" column to check how your attribution strategy shifts the numbers. |
|
All conv. value / cost |
Estimates your return on ad investment. This metric is calculated by dividing your total conversion value by the total cost of all ad interactions. |
|
All conv. value / click |
Tells you the total of all of your conversion values divided by the number of eligible clicks. |
|
Value / all conv. |
The average value generated by each of your conversions. This is calculated by dividing your total conversion value by the count in your “Conversions” column. It is particularly useful for businesses that assign different values to different conversion actions. |
“By conversion time” columns
“By conversion time” columns report conversions based on the date the conversion occurred. This means that if your ad was clicked last week and that traffic converted this week, the “Conversions (by conv. time)” column reports a conversion for this week.
|
Column name |
Description |
|
All conv. (by conv. time) |
Tells you the total number of all of your conversions based on the date the conversion occurred. |
|
All conv. value (by conv. time) |
Tells you the sum of conversion values based on the date the conversion occurred. |
|
All conv. value (original reported by conv. time) |
Provides the total sum of conversion values across all your conversion actions, aligned to the date of the conversion. Note that this figure does not account for custom variable adjustments or additional logic. It reflects only the revenue captured directly by tags and excludes any static values defined in your Floodlight settings. |
|
Value/all conv. (by conv. time) |
The average value generated by each of your conversions, aligned to the date of the conversion. This is calculated by dividing your total conversion value by the count in your “Conversions” column. It is particularly useful for businesses that assign different values to different conversion actions. |
Segment the "All conversions" column
You can add the “All conversions” column to any of your tables and reports and segment by a variety of dimensions to evaluate performance.
-
Segment the "All conversions" column by conversion action to check how many conversions resulted from each action.
-
Segment your "All conversions" column by conversion source to check which sources your conversions are coming from, for example, how many store visit conversions you reported. This can help you make better decisions about allocating resources between your online and offline budgets.
Requirements
To populate the "All conversions" column, you're required to set up Floodlight conversion actions or Google Ads conversion actions in Search Ads 360.
If you don't find the “All conv.” column, it might not be shown by default.
Add the "All conversions" column to a report
- Sign in to your Search Ads 360 account.
- On the page menu, select Campaigns, Ad groups, or another item.
To add the column at the account level, in the left page menu, select Accounts to expand the section. Then add the column to the "Performance" table.
- Select the columns icon
.
- Select to expand the "Conversions" section.
- Expand the “All conversions” section, then select the checkbox for "All conv".
- Select Apply.
.