AdWords RPC Calculator: ‘Conversions’ vs. ‘All Conversions’

Determine the true Revenue Per Click (RPC) by comparing metrics from primary ‘Conversions’ against ‘All Conversions’. This helps you understand the full value your ads generate.

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Formula Explanation

The calculator uses the standard Revenue Per Click (RPC) formula, applied to two different revenue sources:

• Primary RPC: Revenue from Primary ‘Conversions’ / Total Clicks
• All Conversions RPC: Revenue from ‘All Conversions’ / Total Clicks

This comparison reveals how much additional value is captured by including secondary conversion actions in your analysis.

What is AdWords RPC and the ‘Total vs. All Conversions’ Debate?

Revenue Per Click (RPC) is a performance metric that measures the average revenue generated for each click on an advertisement. The core of the issue when you adwords calculate rpc use total conversions or all conversions is understanding which revenue figure to use. The choice between “Conversions” (your primary, most important actions) and “All Conversions” (all tracked actions, including primary and secondary ones) can significantly change your perception of a campaign’s success.

“Conversions” typically refers to the main goals you want users to achieve, such as a purchase or a lead form submission. “All Conversions” provides a broader view, including data from primary conversions plus any secondary actions you track, like newsletter sign-ups, PDF downloads, or even cross-device conversions. Analyzing both helps you get a complete picture of ad performance.

The RPC Formula and Variable Explanation

The fundamental formula to calculate RPC is straightforward. However, its power comes from applying it correctly based on your chosen conversion data. To effectively adwords calculate rpc use total conversions or all conversions, you must apply the formula twice:

RPC = Total Revenue from Conversions / Total Clicks

This is calculated for both your primary ‘Conversions’ revenue and your ‘All Conversions’ revenue to see the difference.

Table of variables used in RPC calculation.

Variable	Meaning	Unit	Typical Range
Total Clicks	The aggregate number of clicks on your ad.	Clicks (unitless)	100 – 1,000,000+
Revenue from ‘Conversions’	The monetary value attributed to primary conversion actions only.	Currency (e.g., USD, EUR)	$0 – $1,000,000+
Revenue from ‘All Conversions’	The monetary value from ALL tracked actions (primary + secondary).	Currency (e.g., USD, EUR)	$0 – $1,500,000+
RPC	Revenue Per Click; the average earning per click.	Currency (e.g., USD, EUR)	$0.01 – $100+

Practical Examples

Example 1: E-commerce Business

An e-commerce store wants to evaluate a campaign’s true value.

• Inputs:
  • Total Clicks: 8,000
  • Revenue from ‘Conversions’ (Purchases): $20,000
  • Revenue from ‘All Conversions’ (Purchases + Newsletter Signups valued at $5 each): $22,500
• Results:
  • Primary RPC: $20,000 / 8,000 = $2.50
  • All Conversions RPC: $22,500 / 8,000 = $2.81
• Conclusion: The campaign is 12.4% more valuable per click when accounting for secondary goals. Check our ROAS Calculator for more financial insights.

Example 2: B2B Lead Generation

A B2B company values leads and content engagement.

• Inputs:
  • Total Clicks: 1,500
  • Revenue from ‘Conversions’ (Demo Requests valued at $500 each): $15,000
  • Revenue from ‘All Conversions’ (Demo Requests + Whitepaper Downloads valued at $25 each): $16,250
• Results:
  • Primary RPC: $15,000 / 1,500 = $10.00
  • All Conversions RPC: $16,250 / 1,500 = $10.83
• Conclusion: While demo requests are the main driver, the additional value from content downloads is significant and should be considered during campaign optimization. This is a key part of a good PPC Management Strategy.

How to Use This AdWords RPC Calculator

Using this tool to decide when to adwords calculate rpc use total conversions or all conversions is simple:

1. Enter Total Clicks: Input the total clicks from your Google Ads report for the desired period.
2. Enter Primary ‘Conversions’ Revenue: Find the ‘Conv. value’ column in your report. This is the revenue from your primary conversion actions.
3. Enter ‘All Conversions’ Revenue: Find the ‘All conv. value’ column. This includes the value from primary actions plus any secondary actions you track.
4. Analyze the Results: The calculator instantly shows the RPC for both scenarios and the difference between them. The chart provides a quick visual comparison to aid in your decision-making. Explore our AdWords Optimization Guide to learn how to act on these numbers.

Key Factors That Affect RPC

• Conversion Rate: A higher conversion rate directly increases revenue, thus boosting RPC.
• Average Order Value (AOV): Increasing the value of each conversion is the fastest way to raise RPC.
• Ad Relevance and Quality Score: More relevant ads lead to higher click-through rates from qualified users, who are more likely to convert.
• Landing Page Experience: A seamless, fast, and trustworthy landing page improves the user journey and conversion likelihood.
• Keyword Selection: Targeting high-intent keywords attracts users who are closer to making a purchase, naturally leading to a higher RPC. See our Keyword Difficulty Checker to find the best terms.
• Bidding Strategy: Strategies like Target ROAS (Return On Ad Spend) are designed to maximize conversion value, directly impacting RPC.

Frequently Asked Questions (FAQ)

1. What is the main difference between ‘Conversions’ and ‘All Conversions’?

The ‘Conversions’ column includes actions you’ve marked as primary for optimization, while ‘All Conversions’ includes those plus any secondary actions (like micro-conversions) and cross-device conversions.

2. Why is my RPC different when using ‘All Conversions’?

Your RPC is higher with ‘All Conversions’ because it accounts for the value of additional user interactions beyond your main goal, providing a more holistic view of your ad spend’s impact.

3. When should I use ‘All Conversions’ for my RPC calculation?

Always. While you might optimize bids based on primary ‘Conversions’, a full business analysis should always consider the ‘All Conversions’ value to understand the total impact of your ads. You should adwords calculate rpc use total conversions or all conversions to get both perspectives.

4. Can RPC be lower than my Cost Per Click (CPC)?

Yes. If your RPC is lower than your CPC, you are losing money on every click and need to urgently optimize your campaign, ad, or landing page. Comparing them is crucial for profitability.

5. How do I assign a value to a non-monetary conversion?

Estimate the value. For example, if 1 in 20 newsletter subscribers eventually becomes a customer worth $100, you could assign a value of $5 to each signup ($100 / 20).

6. Does this calculator work for B2B and e-commerce?

Absolutely. The principle is the same. For B2B, revenue might be based on the value of a lead, while for e-commerce, it’s typically the cart value.

7. How often should I calculate RPC?

You should monitor RPC continuously as part of your regular PPC campaign analysis, at least weekly. Automated tools can do this daily for every keyword.

8. Where do I find ‘All conv. value’ in Google Ads?

In your Google Ads campaign view, click the ‘Columns’ icon, select ‘Modify columns’, go to the ‘Conversions’ section, and add the ‘All conv. value’ and ‘All conv.’ columns to your report.