Google Ads is making conversion settings easier to reach. A new All Conversions submenu gives some advertisers direct access to individual conversion actions, bringing the settings behind campaign results closer to the surface.
Google Ads specialist Thomas Eccel documented the change in a public account observation. The immediate benefit is a shorter route into an account’s measurement configuration, not a change to which customer actions its campaigns optimize towards.
The All Conversions Tab Opens the Action-Level View
The Google Ads All Conversions tab sits under Goals, then Conversions. Eccel’s observation shows that it opens the detailed conversion-action overview directly, replacing the extra step of selecting View all conversion actions from the category-based Summary page.
The overview includes information such as account-level goal inclusion, click-through conversion windows, primary or secondary status, repeat rate and last-seen details.
That distinction between categories and actions matters during account reviews. A category describes the type of outcome being measured. The individual actions underneath it reveal how an advertiser has configured that measurement.
For agencies taking over an existing account, the practical implication is a more direct starting point for examining inherited settings. Teams can compare the purpose of each tracked action with its configuration before deciding whether a reporting discrepancy requires further investigation or an actual change.
The Submenu Is Not a New Conversion Metric
The name could cause confusion. All Conversions now identifies a navigation destination, while All conversions already exists as a reporting column.
Google’s explanation of the reporting metric says it includes conversions in the main Conversions column alongside additional actions excluded from that column. Those additional actions can provide useful information without necessarily becoming bidding objectives.
Consider a retailer tracking both purchases and newsletter registrations. The business may want campaigns to pursue purchases while retaining visibility into registrations. A broader conversion total can include both, even though they represent different outcomes.
A larger All conversions figure is therefore not, by itself, evidence of more sales or better lead quality.
The new navigation route does not remove the need to distinguish between the actions an advertiser observes and those it has selected for optimization. It makes the underlying configuration more accessible.
Conversion Tracking Settings Explain Differences in Results
Two conversion actions can have similar names and still produce different reporting behaviour.
Google’s conversion tracking documentation identifies several settings that shape reported results, including the attribution model and whether an action counts one conversion or every conversion after an interaction. Those choices affect how the numbers should be interpreted.
A purchase action configured to count every qualifying transaction does not answer the same business question as a lead action configured to count one conversion per interaction. Comparing their totals without that context can obscure the difference between customer activity and measurement design.
Tracking status also needs interpretation. Google’s conversion-summary guidance explains that an action showing no recent conversions does not automatically indicate broken tracking. Low traffic or campaign settings may also explain the absence of recorded outcomes.
The distinction is relevant to the broader work of conversion tracking. Reviewing settings inside Google Ads and checking whether a website tag fires correctly are related tasks, but one does not replace the other.
Rollout Evidence Does Not Establish Universal Availability
The observed interface should not be treated as a confirmed launch across every account.
Eccel described the submenu as appearing in multiple accounts, rather than reporting universal availability. His observation establishes that advertisers are encountering the new route, but does not provide a complete rollout timetable, regional breakdown or eligibility list.
Google’s documentation verifies the measurement concepts behind the view. It does not, in the material reviewed, establish when every advertiser will receive this particular navigation change.
That limits how precisely the development can be dated. Public visibility this week is not proof that the interface first became available this week.
Smart Bidding Still Depends on Campaign Goals
Easier access to conversion actions does not make every visible action a bidding signal.
Google’s conversion-goal documentation explains that campaigns can use account-default goals or a specifically selected set of campaign goals. For standard goals, an action must be primary and belong to a goal the campaign uses before it is used for bidding.
An account-wide review therefore provides only part of the picture. The campaign’s goal selection supplies the remaining context.
For example, a primary purchase action may exist in an account without being a bidding objective for every campaign. Its presence in the action table does not establish how a particular campaign is configured.
That relationship also explains why inspecting settings and editing them are separate decisions. TechWyse’s coverage of Smart Bidding has examined how automated strategies calibrate after changes to their objectives.
Secondary actions are generally reserved for observation, but Google documents an exception: when a secondary action is included in a custom goal selected by a campaign, it is used for bidding.
