Google Ads All Conversions View: A Conversion Audit Checklist
In short: On 28 October 2026 PPC practitioners documented a wider rollout of an "All Conversions" submenu under Goals in Google Ads, bringing conversion actions, settings and key metrics into one place. It is an observed rollout, not a confirmed global launch. If you can see it, use it to audit primary and secondary status, conversion windows and inactive actions, then reconcile key actions with your CRM.
- The All Conversions view is an observed rollout. Some accounts may have had it earlier and others may not have it yet.
- It collects conversion actions, settings and key metrics in one place, which speeds audits.
- Check primary vs secondary status, conversion windows, counting method and inactive actions.
- Always reconcile important actions with CRM outcomes before trusting reported conversions.
What is new
Search Engine Land reported on 28 October 2026 that a new All Conversions submenu inside Goals is reaching more Google Ads accounts. It consolidates conversion actions, their settings and key metrics in one screen. Screenshots suggest some accounts had access earlier, and Google has not confirmed a global launch, so check your own account.
Why a conversion audit matters
Smart Bidding learns from your conversion data. If you count the wrong actions as "primary", bidding optimises towards them. Common examples are page views, button clicks or duplicate form events counted as leads. A clean list of actions is one of the cheapest ways to improve results.
A 20-minute checklist
- List every action. Open Goals, then the All Conversions view. Note each action, its source (website, import, app) and status.
- Check primary vs secondary. Only actions that represent real business value should be primary. Secondary actions are observed, not optimised towards.
- Review the counting method. For leads, "one" per click is usually right. For purchases, "every" may be appropriate.
- Check conversion windows. A 30-day window on a short sales cycle can overstate results. Match windows to your real buying time.
- Find inactive or "no recent conversions" actions. A broken tag looks like zero conversions. Fix it or remove it.
- Look for duplicates. Two actions that fire on the same thank-you page double count.
- Check values. If you assign values, make sure they reflect real revenue or lead value, not guesses that were set once and forgotten.
- Reconcile with the CRM. Compare last month's leads or sales in the CRM with reported conversions. A large gap tells you where to look.
What to do with the findings
- Demote vanity actions to secondary before changing bids.
- Make changes in small steps and note the dates, because bidding may need time to adjust.
- If you only count form fills, consider importing qualified-lead or offline-sale outcomes, as covered in our server-side conversions checklist.
We run this audit on every Google Ads account we take over. If you want it done on yours, request a free account review or see our Google Ads management.
Sources
- Google Ads adds "All conversions" tab to simplify conversion tracking and audits · Search Engine Land
Facts in this article come from the sources above, checked on 29 October 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.