Where is the All Conversions tab in Google Ads?

Go to Goals, then Conversions, then All Conversions. Search Engine Land reported on October 28, 2026 that the submenu is rolling out to a growing number of accounts, so it may reach some accounts later than others.

What does the All Conversions tab show?

It shows every conversion action in one table with tracking status, counting method, click-through and view-through windows, goal inclusion, performance metrics and attribution details. You can customize the columns and the date range.

How do I see primary and secondary settings in the new view?

Turn on the Action optimization column. Search Engine Land reports that the setting may stay hidden by default, so save a column set that includes it.

Is the All Conversions tab the same as the All conversions column?

They are two different things. The All conversions column in reports includes secondary actions, while the All Conversions tab is a table of every conversion action and its settings.

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Google Ads All Conversions Tab: 7 Checks for Lead Gen Accounts

Google Ads now shows every conversion action in one All Conversions table. Lead generation accounts can use it to confirm what feeds Smart Bidding and clean up settings fast.

Oct 30, 2026 · 6 min read

Google Ads All Conversions tab shown as an open card catalog drawer with every index card standing upright and aligned for review.

The short answer

The Google Ads All Conversions tab is a new submenu under Goals, then Conversions, then All Conversions, that shows every conversion action in one table. Search Engine Land reported on October 28, 2026 that it is rolling out to a growing number of accounts. In one view you can compare tracking status, counting method, conversion windows, goal inclusion and attribution details. For lead generation accounts, it turns a scattered settings review into a single, fast conversion audit.

One table, every conversion action, side by side. Audits just got faster.

What changed in the Google Ads interface

Before this update, Goals, then Conversions, then Summary grouped conversion actions by category. Seeing the full list meant clicking "View all conversion actions" and opening categories one by one.

The new All Conversions submenu goes straight to the full conversion action table. Search Engine Land credits Thomas Eccel with spotting the rollout, and reports that the table brings together:

Tracking status and counting method, such as one versus every conversion.
Click-through and view-through conversion windows.
Whether each action is included in account-level goals.
Primary and secondary settings.
Repeat rate, last-seen information and other performance metrics.
Attribution details, including data-driven attribution eligibility where available.

You can customize the columns and change the date range, so the view works as a reusable audit screen.

Why conversion settings decide lead quality

Smart Bidding learns from whatever the account tells it a conversion is. Google's help center explains that primary actions appear in the Conversions column and feed bidding when their goal is used for bidding, while secondary actions are for observation and appear in the All conversions column. Get that split right and bidding chases real leads. Get it wrong and bidding chases page views, repeat form fills or duplicate calls.

For multi-location dental groups, childcare and school networks, healthcare clinics and local service brands, the stakes compound. Each location adds forms, call tracking numbers and booking tools, and each one can add a conversion action with its own settings. Over time, a single account can collect actions with different windows, different counting rules and different goal settings, all feeding the same bid strategy.

The All Conversions tab puts those differences on one screen, which makes them easy to spot and easy to fix.

A quick note on the two "All conversions" labels

Google Ads already has an "All conversions" column in reports, which includes secondary actions. The new All Conversions tab is a different thing: a settings and metrics table for every conversion action. Keep the two straight when you brief your team, so a report question and a settings question each go to the right place.

7 checks to run in the All Conversions tab

1. Save an audit column set first

Search Engine Land reports that Greg Finn, founder of Cypress North, points out that the primary or secondary setting may stay hidden by default. Turn on the Action optimization column to see it. Then add counting method, click-through window, view-through window, goal inclusion and tracking status, and save the set for every future review.

2. Confirm which actions are primary

List every primary action and ask one question of each: does this event mean a likely patient, family or customer? Booked appointments, qualified calls and completed enrollment forms earn primary status. Page views, clicks on directions and file downloads work best as secondary. Our guide to primary vs secondary conversions in Google Ads walks through the setup.

3. Set counting to match the business

Google's help center calls one conversion per click a good choice for leads, since one unique lead per click usually carries the value. Counting every conversion fits sales, where each purchase adds value. For example, if a parent submits the same tour request twice, "one" records a single lead and keeps bidding honest.

4. Line up conversion windows with the real sales cycle

Google's default click-through window is 30 days, and you can set a different window for each action. Finn notes that the new table makes mixed windows, such as 7, 30 and 90 days in one account, easy to see side by side. Choose windows that match how long your buyers take to book, and keep similar actions on the same window so reports compare like with like.

5. Check tracking status and last-seen dates

An action that stopped recording, or one that has gone quiet for weeks, deserves a closer look before any budget change. Use the date range control to see when conversions were recorded. Sudden doubles, gaps around a site launch, or a spike after a new call tracking install often point to a tag or import issue.

6. Look for double counting across locations and tools

Multi-location accounts often track the same lead twice: once from the website form and again from a CRM import, or once from a call extension and again from a call tracking platform. Compare repeat rate and volumes across similar actions, and keep one source of truth as primary. Our conversion tracking guide for lead generation covers the common fixes.

7. Review goal inclusion and attribution

Confirm that every action included in account-level goals belongs there, and that legacy actions sit outside them. Check which actions show data-driven attribution eligibility, then read our Google Ads attribution guide for lead generation before changing models.

A 30-day cleanup plan

01Week 1: save the audit column set and export the full table with today's date.
02Week 2: fix primary and secondary settings, counting methods and windows, and log each change with a reason.
03Week 3: remove double counting and confirm CRM outcomes flow through offline conversion import.
04Week 4: compare cost per qualified lead against the Week 1 baseline, then review the table again.
05Ongoing: open the All Conversions tab before any bid, budget or campaign change.

Google notes that Smart Bidding needs a 7 to 14 day learning phase, and that frequent goal changes reset it. Group your fixes into one planned change window instead of a stream of small edits.

Where the new tab fits in an account handover

Search Engine Land notes that agencies taking over existing accounts can use the view to find measurement problems before optimization begins. The same goes for in-house teams inheriting an account from a former agency. Add the All Conversions export to your Google Ads account handover checklist so every new owner starts from a clean baseline.

For groups running many locations, our multi-location Google Ads service builds that baseline location by location.

How SalesX audits conversion tracking

Every SalesX X-Audit starts with measurement, because bidding only gets as smart as the signal it receives. We review each conversion action, tie primary goals to qualified outcomes such as booked visits, and check that call, form and CRM data agree.

A multi-location dental group (DSO) we partner with under NDA saw 40–50% more leads at the same ad spend within 60 days, and 80% of those leads became new patient visits. That 80% figure is knowable because booked visits are tracked back to the lead.

Want a senior strategist to pressure-test your account? Request a free X-Audit. It is built for U.S. advertisers spending $50k+ per month, and the analysis typically takes three to five working days after access is approved.

Request a free X-Audit

The bottom line

The All Conversions tab gives every advertiser a faster, clearer view of the settings that steer Smart Bidding. Save an audit column set, confirm what counts as primary and line up windows and counting with how your business actually books. Clean conversion data makes every later decision easier.

Sources and further reading

FAQ

Where is the All Conversions tab in Google Ads?: Go to Goals, then Conversions, then All Conversions. Search Engine Land reported on October 28, 2026 that the submenu is rolling out to a growing number of accounts, so it may reach some accounts later than others.
What does the All Conversions tab show?: It shows every conversion action in one table with tracking status, counting method, click-through and view-through windows, goal inclusion, performance metrics and attribution details. You can customize the columns and the date range.
How do I see primary and secondary settings in the new view?: Turn on the Action optimization column. Search Engine Land reports that the setting may stay hidden by default, so save a column set that includes it.
Is the All Conversions tab the same as the All conversions column?: They are two different things. The All conversions column in reports includes secondary actions, while the All Conversions tab is a table of every conversion action and its settings.
Which counting setting works best for lead generation?: Google's help center calls one conversion per click a good choice for leads, since one unique lead per click usually carries the value. Counting every conversion fits sales, where each purchase adds value.

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