> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google All Conversions ROAS: Full-Funnel Return on Ad Spend

> Measure the return on ad spend for all Google Ads conversions. Includes purchases, leads, sign-ups, and all tracked conversion actions—not just direct sales.

<Tip>
  Google All Conversions ROAS measures the revenue return on ad spend including all conversion types tracked by Google, not just purchases.
</Tip>

## Formula

<Info>
  **Google All Conversions ROAS** = [**Google All Conversions Value**](/reference/metrics/advertising/google/google-conversions/google-all-conversions-value) ÷ [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend)
</Info>

### Formula Components

| Metric                                                                                                                    | Definition                                                  |
| ------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------- |
| [**Google All Conversions Value**](/reference/metrics/advertising/google/google-conversions/google-all-conversions-value) | Total value from all conversion types tracked in Google Ads |
| [**Google Spend**](/reference/metrics/advertising/google/google-spend/google-spend)                                       | Total amount billed by Google for advertising               |

| Metadata        |                                   |
| --------------- | --------------------------------- |
| **Type**        | Ratio                             |
| **Data Source** | [Google Ads](/sources/google-ads) |
| **Aggregation** | Ratio                             |

***

## Example

Your brand spent **\$8,000** on Google Ads last month and generated **\$28,000** in all conversions value:

| Metric                   | Value     | Calculation                         |
| ------------------------ | --------- | ----------------------------------- |
| All Conversions Value    | \$28,000  | Includes purchases, leads, sign-ups |
| Google Spend             | \$8,000   | Total ad spend                      |
| **All Conversions ROAS** | **3.50x** | \$28,000 ÷ \$8,000                  |

For every \$1 spent, you generated \$3.50 in total conversion value across all tracked conversion types.

***

## How It Works

Google All Conversions ROAS divides the total value of all tracked conversions by your ad spend. Unlike standard ROAS which focuses on purchases, this metric includes the value of all conversion actions—leads, sign-ups, phone calls, and other goals you've assigned values to in Google Ads.

***

## When to Use

| Scenario                         | Action                                               |
| -------------------------------- | ---------------------------------------------------- |
| Evaluating full-funnel campaigns | Measure total value generated, not just direct sales |
| Comparing lead gen vs e-commerce | Use for campaigns with mixed conversion goals        |
| Benchmarking Performance Max     | Assess all conversion types in Smart campaigns       |
| Justifying upper-funnel spend    | Show value beyond immediate purchases                |

***

## Related Metrics

| Metric                                                                                                                | Relationship                                        |
| --------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------- |
| [Google ROAS](/reference/metrics/advertising/google/google-efficiency/google-roas)                                    | Purchase-only ROAS; use for direct sales comparison |
| [Google All Conversions Value](/reference/metrics/advertising/google/google-conversions/google-all-conversions-value) | Numerator of this formula                           |

[See all Google Efficiency metrics →](/reference/metrics/advertising/google/google-efficiency)