Whether you’ve been advertising with Google Ads for many years or just a few months you may be confused about the difference between the All Conversion columns and the Conversion columns. If you've seen a report from us or another agency you’re working with you may see All Conversions sometimes and Conversions sometimes without ever fully understanding the difference.
If you’ve been using Google Ads for at least a couple years you’ve seen the removal of the Converted Clicks and the addition of the All Conversion columns. Those newer to Google ads have only seen Conversions and All Conversions. So what’s the difference?
Converted Clicks was the original Google conversion tracking column. Converted clicks was slightly different than any of the other conversion tracking columns because it was based on the click. It’s how many clicks converted versus how many conversions happened. What this meant was that one person convert multiple times, it would only count it as one. This was a favorite for most lead generation campaigns because if multiple lead forms were submitted by a single user, it would only show you one converted click. With lead generation campaigns having the same person submit their information multiple times in most cases is useless. Converted clicks gave you the true number of leads you received that were different.
Keep this in mind because depending on how your current conversion tracking is setup, because the converted clicks column was removed, you can see multiple conversions from the same person. This might not matter for eCommerce, but it certainly does for lead generation. Conversions can be adjusted to track similarly to Converted Clicks, but it was nice to have them both so you can see the difference as well.
After Converted Clicks was sunsetted in September 2016, Conversions became the default tracking column. The automatic addition when you switched over to using Conversions vs Converted Clicks was that cross-device conversions were automatically included. While there is a separate column for cross-device conversions, there’s no way to remove them from the Conversions column without manually doing the math. Keep in mind, Google only reports a cross-device conversions when they are absolutely certain it was the same person. Also, this is one of the many discrepancies when you compare to Google Analytics because Google Analytics will not track cross-device conversions. If you’re looking at the Conversions column and you also have the cross-device column showing, it’s important to remember those are already included.
Google still allows you to make the Conversions column report similarly to the Converted Clicks column, but you have to manually change the setting. If you go to the Conversions page (Tools > Measurement > Conversions) you will see a full list of conversion types. If you click into one of the website source ones (see source column) and click Edit Settings. You’ll see a section that says Count (see below).
The default setting for this is “every,” but if you change it to one it will be similar to Converted Clicks. The primary deciding factor here would be the type of business you have. Most likely if you’re tracking lead generation of any sort you want to count only One and most likely if you’re an eCommerce company you want to keep the default "every” setting. The “one” setting will remove any duplicates if the same person converts more than once. Typically on an eCommerce website, even if the same person converts twice you will want to see two separate conversions because there will be revenue attributed to both.
While we’re in the conversion actions settings area there’s one more section you’ll want to be aware of when considering which conversions columns you should be using. It’s called “Include in Conversions.”
In a case of having multiple conversion types in your account, which many do, this is where you’ll decide which you want to see in the Conversions column and which will only be in the All Conversions column that we’ll discuss later. Again, keep in mind the default here will be to include so make sure you uncheck this box if you don’t want it to be part of your Conversion column.
All Conversions is exactly how it sounds. This is every conversion action in your account as well as cross-device, store visits, local actions (if using business location extensions) and (if you don’t change your settings) view through conversions. The addition of view through conversions being added to the All Conversions column happened randomly I believe almost two years ago. If you’re running any display or YouTube campaigns and you don’t want view through conversions to be included in your All Conversions column, make sure and do the following:
Tools > Measurement > Conversions
On the left you’ll see Settings
Uncheck the box you see below
Which Conversion Column Should You Use?
That entirely depends on the client, but in most cases the safe bet is using the Conversion column and picking the exact conversion actions in your account that you would typically like to report on. The All Conversion column can be ever changing. One day there could be something additional included in that column that you don’t realize. If you stick with the Conversion column you will always control exactly what your looking at and using to optimize your account.
If you want to see all your conversions, all you need to do is add the All Conversions column and segment by conversion type. (see image)
If you have any further questions about Google Ads conversion tracking, feel free to reach out to us and we’ll help you out.