About the 'Include in Conversions' setting

For each conversion action, you can decide whether to include its conversions in your 'Conversions' reporting column. You can use this setting to control how you bid for conversions and to customise the data in your reports.

In this article, we’ll go over what 'Include in "Conversions"' does, why you might use it, and how to change the setting.


You can use the 'Include in "Conversions"' setting to do the following:

  • Fine-tune your 'Conversions' column to see only data for the conversion actions that matter most to you.
  • Tell Google Ads which conversions to optimise for in an automated bid strategy.
  • Adjust your 'Conversions' column to better inform your manual bidding.

How 'Include in "Conversions"' works

'Include in "Conversions"' does just what it says: it lets you choose whether or not to include data for a conversion action in your 'Conversions' reporting column. You can adjust this setting for each of your conversion actions, so that you can choose to include certain kinds of conversions and not to include others.

You can use this setting to control how you bid for conversions. Automated bidding strategies like Target cost per action (CPA), Target return on ad spend (ROAS) and Enhanced cost per click (ECPC) use the data in the 'Conversions' column to optimise your bids. Choosing not to include a conversion action in the column means that 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.

Regardless of how you set this setting, data for all of your conversion actions will be included in your 'All conversions' column.


You own an online clothing store, and you track two conversion actions: one for each time that a customer puts something into their shopping basket, and another for online sales.

You want to optimise your bidding for the sales and track these conversions in your “Conversions” column. You don’t want to bid for the shopping basket action, and you don’t need to see this data in your main “Conversions” column.

You tick 'Include in ‘Conversions’' for your sales conversion action, and untick the setting for the shopping basket. Now, your automated bid strategy will only optimise for your sales conversions, and your 'Conversions' column will only show sales conversions. However, data for the shopping basket action is still included in your 'All conversions' column.

If you don’t use automated bid strategies to optimise 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: App campaigns

  • Downloads: Select the app download action that you’d like your App Campaign for Installs to optimise towards by setting it as 'Included in 'Conversions'' at the account level.
  • In-App Actions: The 'Include in 'Conversions'' setting does not affect in-app action conversions from App campaigns optimising towards in-app actions. To control how you bid towards in-app actions for App campaigns, and which of these conversions are reported, use the 'Campaign optimisation' setting in campaign setup.


  1. Sign in to your Google Ads account.
  2. In the top right-hand corner, click the tools icon , and under 'Measurement', click 'Conversions'.
  3. Click the name of the conversion action that you want to edit.
  4. Click Edit settings.
  5. Click Include in “Conversions”.
    • Tick the box if you want to include these conversions in your “Conversions” column.
    • Untick the box if you don’t want to include these conversions in your “Conversions” column.
  6. Click Save, then click Finished

Note: Cross-device conversions are always included by default.

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