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Google All Conversions is Google Ads’ all_conversions metric, imported as-is. It counts every conversion action in the account, whether or not the action is set to count in Google’s main Conversions column.

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Formula

Google All Conversions = SUM ( metrics.all_conversions ) for the selected Google Ads accounts, campaigns, ad groups, or ads

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How it works

Upstack pulls two conversion metrics from the Google Ads API and keeps them separate: So All Conversions is always at least as large as Google Purchases. The gap is your secondary actions: newsletter sign-ups, phone calls, page-view goals, or anything else you track but don’t bid on.
Despite its name, Google Purchases is Google’s conversions metric. If you’ve set a non-purchase action as primary, Google Purchases counts it too.
Google returns all_conversions as a decimal (the API type is DOUBLE), so values like 312.6 are normal. Upstack sums the decimals and displays the result rounded to whole numbers. Upstack stores the interaction-date version of the metric, not all_conversions_by_conversion_date. Google documents the _by_conversion_date variant as the one that dates conversions by when they happened.

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Worked example

A furniture store tracks three conversion actions in Google Ads. Only Purchase is primary:
  • Google Purchases in Upstack: 313 (312.6 rounded)
  • Google All Conversions in Upstack: 2,061 (2,061.0)
Cost per All Conversions on 18,000 in spend comes out near 8.73, while cost per purchase is about 57.58. Both are correct. They answer different questions.

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How to interpret it

  • Use it for total engagement with your conversion goals, not for sales. Pair it with Google Purchases to see how much of the total is your primary goal.
  • A jump with flat purchases usually means a secondary action started firing more often, or a new action was added in Google Ads.
  • It’s Google’s attribution, not Upstack’s. Upstack’s own attribution reports credit conversions from pixel and order data, so they won’t match this count. See Attribution and Reporting.

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Why it can differ from the Google Ads UI

Upstack includes only the Google Ads accounts you’ve connected, and it displays this metric as a whole number. If you compare against a Google report that counts conversions by conversion time, the dates won’t line up.

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FAQ

Conversions includes only actions marked to count in the Conversions column (primary actions). All Conversions includes every action in the account. In Upstack, the first is Google Purchases and the second is Google All Conversions.
Google returns the metric as a decimal value. Upstack keeps the decimals when summing and rounds only for display.
Yes. Blended All Conversions sums the same stored column, and only Google rows fill it, so the blended figure equals Google All Conversions. Google doesn’t contribute to blended registrations, checkouts, searches, or subscriptions.
See all Google All Conversions metrics →