About account-default conversion goals

For each conversion goal, you can decide whether or not to include it by default across all of the campaigns in your account. If you enable the “account default” setting for a conversion goal that means the primary conversion actions within that goal will be tracked as conversions in your reporting and used for bidding across all your campaigns (except those where you’ve set up campaign-specific goals).

Note: The "Conversion value" column shows the sum of conversion values for conversions in your “Conversions" column. Learn more about your conversion tracking data

In this article, we’ll go over what account-default goals are and why you might use them. Learn more about creating and editing goals


You can use the ”account-default” setting to do the following:

  • Fine-tune your "Conversions" column to only view data for the conversion actions that matter most to you.
  • Tell Google Ads which conversions to optimize for in an automated bid strategy.
  • Adjust your "Conversions" column to better inform your manual bidding.
Note: When a conversion goal is applied to a campaign it will show up in the “Conversions” column in your Google Ads reports. Conversion goals that are not applied to your campaign will not appear in the “Conversions” column. You can still view reporting for all conversion goals in the “All Conversions” column in your reports.

How account-default goals work

The “account-default” setting lets you choose whether or not to include the conversion action data related to your conversion goal in your conversions reporting by default across your campaigns. Google uses the data included in your conversions reporting to optimize your bids when you use an automated bidding strategy, like Target Cost-Per-Action (CPA) or Enhanced Cost-Per-Click (CPC). Choosing not to include a conversion action means your automated bid strategies won’t bid for these particular conversions. This can be useful if you want to bid for certain kinds of conversions but not others.

Note: Conversion goals are groups of conversion actions. In order for a particular conversion action to be included in your conversions reporting and be used for bidding it must be marked as a “primary action”. This setting must be enabled in addition to the “account-default” setting (which is set at the conversion goal level) in order for an individual conversion action to be used for measurement and bidding by default across campaigns. Learn more about primary conversion actions


You own an online clothing store, and you have two conversion goals: “Add to cart” which includes one conversion action to track each time a customer puts something in their shopping cart and “Purchases” which includes 2 conversion actions, one to track clothing purchases and another to track styling services purchases.

You want to optimize your bidding for the purchase conversion goal and view these conversions in your reporting. You don’t want to bid for the add to cart conversion action, and you don’t need this data in your reporting.

You check "use as an account goal” for your purchase conversion goal, and uncheck the setting for the add to cart goal. Now, your automated bid strategy will only optimize your campaign towards your purchase goal, and your reporting will only show purchase conversions. However, data for the shopping cart goal is still included in your “All conversions” column.

If you don’t use automated bid strategies to optimize for conversions, this setting won’t automatically affect your bidding. However, you can also use the setting to adjust the “Conversions” column to better inform your manual bidding.

The default setting for most conversion actions is to include data in the “Conversions” column.

Note: For App campaigns, you always set the conversion actions you’d like to use for bidding and reporting at the campaign level and account-default goals aren’t applicable.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Go to the conversion goal you want to edit.
  5. Click Edit goal.
    • Select “Use as an account goal”.
    • Choose which conversion actions to set as primary or secondary actions.
  6. Click Save changes.
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