During the April 2026 monthly review for [1], a significant discrepancy was identified between the Conversions column and the All Conversions column in Google Ads. Over a two-week window, the Conversions column reported only 5 conversions while All Conversions showed 24 — a nearly 5× undercount. The root cause was that certain conversion action types had not been configured to count toward the primary Conversions column.
| Column | Count (2-week window) |
|---|---|
| Conversions | 5 |
| All Conversions | 24 |
The gap existed because Google Ads distinguishes between conversion actions that are flagged as primary (counted in the Conversions column, used for Smart Bidding) and secondary (counted only in All Conversions). Two high-value action types had been left as secondary:
By contrast, calls from ads (direct call extensions) were correctly counted in the primary Conversions column.
Additionally, local actions such as direction requests and website visits were appearing in All Conversions. These were intentionally left out of primary Conversions, as they do not indicate purchase intent.
A script was deployed to promote form fills and click-to-calls to primary conversion actions so they are counted in the Conversions column going forward. Once the fix propagates, the Conversions column should align much more closely with All Conversions (excluding the low-intent local actions).
When auditing a Google Ads account, always compare the Conversions and All Conversions columns. A large gap is a signal that high-value conversion actions are miscategorized as secondary. Form fills and click-to-calls should almost always be primary conversion actions for local service businesses.
Local action types (directions, website clicks from GBP) are useful engagement signals but should remain secondary to avoid inflating the conversion count used for bidding.