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About "All conversions"

Each conversion action that you track probably has a different value to your business. Some may be your main goals, while others may be helpful to track, but you don’t want to adjust your bids to achieve them. Still, looking at all of your conversions together provides a broader view of how your business is doing.

At the same time, your customers use many devices to communicate, entertain themselves and shop. You want to measure not only ad clicks and conversions that happen on the same device, but also clicks that lead to conversions on another device, another browser, in a shop or over the phone.

The “All conversions” column gives you a view of all the conversions that your AdWords campaigns drive. This column combines the “Conversions” column with calculations of harder-to-measure conversions like phone calls, shop visits, in-app conversions and Display conversions that are completed after a customer uses more than one device or browser. “All conversions” also includes any conversion actions that you’ve chosen not to include in your main “Conversions” column.

Bear in mind

Cross-device conversions, a part of All conversions, are tracked for AdWords ads traffic on Google Search pages, YouTube, the Google Display Network and video partner sites and AdMob, at this time. Cross-device conversions aren't tracked for app install conversions or with imported goals from Google Analytics or AdWords Conversion Import. Similarly, Shop Visits are only calculated for Google Search pages, the Google Display Network and YouTube.


People learn about your business across multiple devices and screens. All conversions helps you attribute your conversions – online, shop visits or over the phone – to the right campaign or ad group.

Here are some of the benefits of using All conversions to make important advertising decisions:

  • See how your AdWords campaigns influence your conversions across devices and browsers, in mobile apps, on the phone and in-shop visits.
  • Make more informed business decisions about how you bid online.
  • Make better decisions about allocating resources between your online and offline budgets more easily.
  • Optimise your mobile bids. Just segment your data by device type so that you can compare All conversions for each.


To start using All conversions, you'll need to use conversion tracking, including website, phone call, shop visits or in-app conversion tracking as applicable.

To find the “All conversions” column, sign in to your AdWords account, then follow these instructions:

  • In the previous AdWords experience, click the Campaigns tab and look for the “All conv.” column.
  • In the new AdWords experience, click any of the links in the page menu on the left (Campaigns, for example) and look for the “All conv.” column.

Determine which AdWords experience you're using.
If you can’t find the “All conv.” column, it might not be showing in your report by default. Learn how to add columns to a report.

To get the full benefit of “All conversions”, record enough conversions in your account to gain meaningful business insights. For example, cross-device, cross-browser and shop visit conversions may not be included in “All conversions” when there’s insufficient conversion data.

How it works

“All conversions” includes the data in your “Conversions” column, conversion actions you’ve chosen not to include in your “Conversions” column, and Display cross-device conversions, shop visits, certain phone calls and more. These additional conversions can give you a more accurate understanding of how users interact with your business, and this helps you better calculate the effectiveness of your advertising.

In order to measure cross-device conversion statistics, part of "All conversions," we use aggregated and anonymised data from users who have previously signed into Google services. This allows us to provide advertisers with highly accurate and granular reporting on cross-device behaviour without compromising user privacy.

We only show cross-device conversions when there’s enough data to make a highly accurate calculation. To report this data, we must have at least 95% confidence that the calculation is within 10% of the actual value. The calculation is then run through our quality systems, such as our conversion spam filter, before appearing in reports.

Because of this, not every advertiser will see cross-device data in their account. In cases where we can’t confidently make a calculation, we'll show no cross-device conversions.

What's included in "All conversions"

Click the links below to find out more about these special conversion sources that can help you make more informed decisions about your online advertising investments:

Conversions with "Include in 'Conversions'" unticked

When setting up or editing a conversion action, you can untick the “Include in ‘Conversions’” setting if you don’t want to include those conversions in your main “Conversions” and “Conversion value” columns. Data from these conversion actions will still be included in your “All conversions” column.

You can find out more about this setting in our article on "Include in 'Conversions'".

Display conversions across devices

Display cross-device conversions are counted when people click an ad on one device and then convert on a different one.

Two examples of a cross-device conversion

  • Maria's planning a family holiday. In the morning, while waiting for her train to work, she looks up potential destinations on her mobile phone by searching on Google. She clicks on an ad for "Honolulu hotels" and likes the website that the mobile ad introduces her to. Later that evening, when she's at home on her tablet, Maria returns to that website to book the trip for her family.
  • Whilst looking at a website on his work computer, John clicks an image ad for cinema tickets. Later, he decides to see a film and uses his phone to go directly to the mobile app that the ad suggested and makes a purchase.
Display conversions across browsers
Display cross-browser conversions are counted when people click on an AdWords ad on one type of Internet browser, and then complete a conversion action (such as making a purchase or filling out an information request form) on a different type of browser. Cross-browser conversions can often happen on the same device.

Example of a cross-browser conversion

When a browser is launched in an app, it's often considered separate from the general browser on the phone. Similarly, people might use Chrome one day and another brand of browser the next.

Conversions between mobile app and web

Sometimes, a customer's path to a conversion may involve both a mobile app and an Internet browser. When people click an ad that leads them to an app, and then complete a conversion in their web browser or when they click an ad that leads to their browser and then complete an in-app conversion, these are counted as conversions between mobile app and web, and are included in your "All conversions". These conversions can happen on different devices or on the same device.

This type of conversion does not include app install conversions, only in-app actions and is only for Display Network ads. Note that an app install campaign may still result in cross-device conversions if a user clicks an ad on one device, installs the app on another device and then performs an in-app conversion.

Examples of conversions between mobile app and web

  • Ellen is browsing the web on her home computer and sees an ad for a sale at her favourite shoe shop. She clicks ad but doesn't buy anything yet. Later, while riding on the bus to work, she opens the shop's mobile app and buys a pair of shoes through the app.
  • James is using a mobile app when he sees an in-app ad for an estate agent listing. He clicks the ad, which sends him to a listing in the app. James remembers the estate agent, and later, on his home computer, he goes to the company's website and fills in a contact form.
Calls from tablet and computer users

If you use call extensions or call-only ads with Google forwarding numbers, you can count calls as conversions as follows:

  • Conversions generated by calls from mobile search ads are counted as standard conversions and included in the Conversions column.
  • Calls placed after viewing ads on tablets and computers are included in the All conversions column.

Google forwarding numbers are currently available in these countries.

Did you know?

Phone calls are an important channel for research and purchasing with 70% of mobile searchers reporting using click to call functionality to connect with a business directly from the search results. In fact, consumers make more than 40 million calls directly from Google ads every month.

Shop visits

Shop visit conversions are available for eligible advertisers in certain countries. If you're interested in using this feature, find out more in our About shop visit conversions article, or contact your AdWords account representative.

How to use it

You can use "All conversions" to inform your bidding. Compare "All conversions" to your "Conversions" column to see how the numbers differ when you include cross-device conversions. If you’ve chosen not to include certain conversion actions in your "Conversions" column, remember that "All conversions" will also include these additional conversions.

To include cross-device conversions in your “Conversions” column and your bidding strategy, use the “Include cross-device conversions” setting. The data in the “Conversions” column is used by automatic bidding strategies that focus on conversions, so including these cross-device conversions will ensure that they’re factored into your bidding strategy. Or, if you use manual bidding, you can then use the data in your “Conversions” to inform your manual bidding.

Learn how to use the "Include cross-device conversions" setting.

Sorting your data

The "All conversions" column can help you understand the relative contribution to total conversions that mobile, desktop and tablet have had across your ads.

To see a breakdown of your conversions by the device where an ad click happened, segment your report by Device.

Note that when you segment by device, you'll see cross-device conversions counted for the device where the ad click occurred. For example, if someone clicked an ad on a mobile device, and later converted on a desktop computer, the conversion would be counted under mobile.

Bear in mind:

  • Call conversions on the Search Network from both desktop and tablet are included in the "Computer" row. (Call conversions from tablets can't be reported separately.)
  • Mobile calls are included in the mobile row
  • Desktop and tablet call conversions are not available at the keyword level.
  • Cross-device data for call conversions is only available for Search Network campaigns
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