"All conversions" ("All conv.") shows you data for all conversion actions, including those which you've chosen not to include in "Conversions”. It also includes other special conversion sources.
The “All conversions” (All conv.") column gives you a view of all the conversions that your campaigns drive. This column displays the total number of conversions reported by Floodlight conversion actions and Google Ads conversion actions.
The "All conversions" column provides a flexible way to report on which campaigns, ads, and keywords are leading to valuable actions. These conversion totals can give you a more accurate understanding of how users interact with your ads, and this helps you better calculate the effectiveness of your advertising.
"All conv." related columns
“All conversions” has the same set of related columns as “Conversions”, but with metrics calculated based on your “All conversions” column instead of “Conversions”. These columns report conversions based on the date your ad was clicked.
All conversions columns include:
- Cost per all conversions (“Cost / all conv.”) tells you the cost of conversions for all the conversion actions in your account.
- All conversion rate (“All conv. rate”) tells you how often, on average, an ad click or other ad interaction leads to a conversion. It’s calculated by dividing “All conversions” by the total eligible interactions (like ad clicks or video ad views.)
- All conversion value (“All conv. value”) tells you the sum of conversion values for all of your conversions. You have to enter a value for your conversion actions to make this metric useful.
- All conversion value originally reported (“All conv. value (original reported)”) tells you the sum of the conversion values for all of your conversions. This value doesn't factor in calculations from your custom variable adjustments or other logic.
- All conversion value originally reported in the current model (“All conv. value (original reported current model)”) applies your current attribution model to the sum of your conversion values that was originally reported before calculations from your custom variable adjustments or other logic are applied. This metric can help you compare your regular “All conv. value” column to see how your current attribution model affects your historic conversion data.
- All conversion value per cost (“All conv. value / cost”) estimates your return on investment. It’s calculated by dividing the total of all of your conversion values by the total cost of all ad interactions.
- All conversion value per click (“All conv. value / click”) tells you the total of all of your conversion values divided by the number of eligible clicks.
- Value per all conversions (“Value / all conv.”) tells you approximately how much, on average, each of your conversions is worth. It’s calculated by dividing your total conversion value by the number in your “Conversions” column. This metric is useful if each of your conversions has a different value.
“By conversion time” columns
“By conversion time” columns report conversions based on the date the conversion occurred. This means that if your ad was clicked last week and that traffic converted this week, the “Conversions (by conv. time)” column reports a conversion for this week.
- All conversions by conversion time ("All conv. (by conv. time")) tells you the total number of all of your conversions based on the date the conversion occurred.
- All conversions value by conversion time ("All conv. value (by conv. time)") tells you the sum of conversion values based on the date the conversion occurred.
- All conversion value originally reported by conversion time (“All conv. value (original reported by conv. time)”) tells you the sum of conversion values, before calculations from your custom variable adjustments or other logic are applied, based on the date the conversions occurred.
- Value per all conversions by conversion time ("Value/all conv. (by conv. time)") estimates how much your conversion-by-date are worth.
Segment the "All conversions" column
You can add the “All conversions” column to any of your tables and reports and segment by a variety of dimensions to evaluate performance.
- Segment the "All conversions" column by conversion action to see how many conversions resulted from each action.
- Segment your "All conversions" column by conversion source to see which sources your conversions are coming from, for example, how many store visit conversions you reported. This can help you make better decisions about allocating resources between your online and offline budgets.
Requirements
To populate the "All conversions" column, you're required to set up Floodlight conversion actions or Google Ads conversion actions in the new Search Ads 360.
If you don't see the “All conv.” column, it might not be shown by default.
Add the "All conversions" column to a report
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Sign in to your Search Ads 360 experience.
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On the page menu, click Campaigns, Ad groups, or another item.
To add the column at the account level, in the left page menu, click Accounts to expand the section. Then add the column to the "Performance" table. - Click the columns icon
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- Click to expand the "Conversions"section.
- Select the checkbox for"All conv".
- Click Apply.
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