Have you ever opened a client's Google Ads account, seen dozens of conversion actions with different click-window settings, and wondered: "Which one is actually driving bids, and which one is just for reference?" The feeling of having to open every single category, every settings page, note down every number, and piece them together in your head—that is not auditing, that is looking for a needle in a haystack.
And recently, Google Ads quietly changed the way advertisers look at conversions. No grand announcements, no flashy launch events. Just a new item appearing in the menu: Goals → Conversions → All Conversions. But behind that tiny menu line lies a major shift in how measurement audits and troubleshooting are handled.
Join me, SilverZ, as I dissect this feature from a hands-on perspective. Because if you are managing a Google Ads account—whether it is your own or a client's—this is something you need to know before making any further optimization decisions.
The Old Problem: Conversion Auditing Used to Be a Manual "Ordeal"
To understand why this change is valuable, we need to look back at the pain points it resolves.
In Google Ads, a conversion is not just a single number. There are primary conversions—actions that actually drive Smart Bidding. There are secondary conversions—actions meant for observation only, not affecting how Google spends budget. There are actions counted "one" time, and actions counted "every" time. There are 7-day, 30-day, and 90-day click windows. There are view-through windows. There are actions included in account-level goals, and actions that are not.
Previously, to get a holistic picture, advertisers had to go through multiple interface layers. Going to Goals → Conversions → Summary, seeing actions grouped by category, and then having to click "View all conversion actions" to open the detailed table. Every time you wanted to compare a setting between two actions, you had to open each category, memorize the parameters, and go back. For an account with a few dozen conversion actions—which is completely normal for e-commerce or multi-channel accounts—this process took hours and made it easy to miss important discrepancies.
And discrepancies in conversion settings are no small matter. An action marked as "primary" but using a 90-day click window while the rest of the account uses 30 days can cause Smart Bidding to learn the wrong signals. A "secondary" action accidentally included in account-level goals can dilute primary conversion data. These errors often do not show up in aggregate reports, but they silently erode spending efficiency.
The New Change: Everything About Conversions, on One Screen
With the new All Conversions tab, Google Ads groups the entire table of conversion actions into a single view, accessed directly from the Goals → Conversions → All Conversions menu. No need to click "View all conversion actions" anymore. No need to go through Summary and then expand. Just one click, and you are standing in front of the complete list.
Importantly, this view does not just list action names. It displays multiple key information columns side by side, including:
- Tracking status and conversion counting method—whether the action is active, needs attention, is misconfigured, or has been removed; and whether it counts "one" or "every".
- Click-through and view-through conversion windows—for example 7 days, 30 days, or 90 days, helping immediately spot inconsistencies between actions.
- Whether the action is included in account-level goals—a decisive factor in whether it actually participates in optimization or sits outside for observation.
- Primary and secondary settings—though with one important caveat mentioned below.
- Repeat rate, "last seen" information, and other performance metrics—helping identify "dead" actions or actions showing anomalous signs.
- Attribution information—including whether the action is eligible for data-driven attribution.
Users can also customize displayed columns and save column sets tailored to their auditing workflow. This is a small but extremely practical detail: every agency has a different way of reviewing accounts, and being able to save an "audit column set" saves repetitive time whenever taking over a new account.
Expert Perspective: Greg Finn and the Real Value of the New Tab
Greg Finn, founder of Cypress North, welcomed this update with special interest—not because it is flashy, but because it solves the exact pain point of account auditors.
According to Finn, the greatest value lies in the ability to compare conversion settings side by side without opening each category. He gave a very specific example: an account might simultaneously have conversion actions with 7-day, 30-day, and 90-day click windows. Previously, to detect that difference, advertisers had to open each action, remember the numbers, and cross-reference them in their heads. With the new view, those differences sit right next to each other, and any inconsistency becomes apparent in seconds.
Finn also emphasized that this feature is especially valuable before making any campaign changes. In reality, many optimization decisions—increasing budgets, changing bidding strategies, expanding audience groups—are made based on conversion data without anyone checking whether that data is consistent. The new tab creates a natural checkpoint: before optimizing, check whether you are measuring the right thing you intend to optimize.
However, Finn also pointed out an important blind spot: by default, the new table does not necessarily show clearly which actions are primary and which are secondary. To see that information, advertisers need to turn on the "Action optimization" column. This is no small detail. Primary and secondary serve entirely different purposes in measurement and bidding. A secondary action mistaken for primary can cause Smart Bidding to optimize for a signal that does not represent true business value. Conversely, a primary action marked as secondary can cause campaigns to miss out on the most important conversions.
Therefore, Finn recommends advertisers customize and save an audit column set including the most important parameters: tracking status, conversion windows, counting methods, the Action optimization column, and attribution information. Once saved, every time you open the All Conversions tab, you have your own "audit dashboard" instead of having to set it up from scratch.
What the All Conversions Tab Helps You Discover That Aggregate Reports Often Hide
What makes this tab truly valuable is not that it is "prettier" or "faster." It is that it exposes issues that aggregate reports often blur over.
1. Inconsistent Conversion Windows
An account might have a purchase action using a 30-day window, a signup action using a 90-day window, and a contact action using a 7-day window. There is nothing technically wrong with that, but when you compare performance across campaigns, differences in conversion windows can make one campaign "look" more effective than another simply because it has more time to record conversions. The new tab allows you to see these differences simultaneously and decide whether they need to be standardized.
2. "Primary" Actions Left Out of Account-Level Goals
An action marked as primary but not included in account-level goals may not actually participate in the optimization process as the advertiser thinks. This is the kind of silent discrepancy: it creates no errors, no warnings, but can cause the bidding strategy to skip a portion of crucial conversion signals.
3. "One-per-click" and "Every-per-click" Counting Methods Mixed Up
A purchase action should be counted "every" time if you want to optimize for total revenue. A signup action might only need to be counted "one" time if the goal is to attract new users. When these two methods are mixed in the same account without a clear reason, conversion data becomes hard to interpret, and Smart Bidding can learn from a noisy signal.
4. "Dead" or Inactive Actions
The tracking status column and "last seen" information help detect actions that haven't recorded conversions for a long time, or are in "needs attention", "misconfigured", "awaiting conversions", or "unverified" states. These actions are not only useless but can also cause noise if still included in account-level goals.
5. Attribution Issues Before Optimizing
Information on whether an action is eligible for data-driven attribution helps advertisers identify actions being measured by less accurate attribution models, enabling appropriate decisions before relying on them for budget allocation.
Why This Matters for Vietnamese Advertisers
You might be thinking: "My account is small; it doesn't have dozens of conversion actions like international agencies."
But the issue is not account scale. The issue is measurement complexity. Even a small business in Vietnam can have: website purchase conversions, contact form fill conversions, call conversions from ads, Zalo or Messenger chat conversions, and app download conversions. Each action can have its own conversion window, its own counting method, and its own role in the bidding strategy.
Without an aggregated screen, these differences are easily overlooked. And when overlooked, advertisers might be optimizing based on an inconsistent signal set—while still believing everything is fine.
The All Conversions tab does not solve every measurement problem. It doesn't automatically fix errors. It doesn't guarantee absolute data accuracy. But it gives advertisers a starting point to check, rather than continuing to optimize in the dark.
For Vietnamese agencies frequently taking over accounts from clients or competitors, this is a tool that can help detect measurement problems before diving into campaign optimization. And in many cases, fixing a misaligned conversion setting yields far greater results than changing creatives or increasing budgets.
When "Faster" Means More Than Just Saving Time
I have witnessed quite a few new features in Google Ads rolled out with the promise of "saving time." Most of them simply group a few clicks together. But the All Conversions tab belongs to a different category. It doesn't just reduce clicks. It changes what you can see at the same time—and when what you see changes, what you can discover changes too.
Conversion auditing has never been glamorous. It doesn't generate beautiful growth numbers in reports. It doesn't bring the thrill of optimizing creatives or testing new audiences. But it is the foundation of every optimization decision. And a foundation that is not checked periodically will crack over time—usually right when you need it most.
The All Conversions tab doesn't make you an audit expert overnight. But it removes one of the biggest barriers: interface friction. When checking becomes less laborious, it is more likely to be done regularly. And in the world of Google Ads, where Smart Bidding is increasingly automated and input signals are increasingly critical, checking signals before letting algorithms learn from them is no longer a "nice-to-have." It is a must-do.
When was the last time you actually checked all conversion settings in your Google Ads account—and are you sure all actions are assigned the right roles, using the right conversion windows, and truly participating in optimization the way you expect? If the answer is "a long time ago" or "not sure," where would you start checking with the new All Conversions tab first—tracking status, conversion windows, or primary/secondary roles? Share your thoughts below, because in this Google Ads game, the person who checks their signals most carefully is usually the one who makes the most accurate optimization decisions!
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