Problem summary
In Microsoft Advertising, All Conversions is higher than Conversions. In Funnel, the two fields show the same number, so All Conversions in Funnel is lower than in Microsoft Advertising.
Error message or symptoms
All Conversions and Conversions have the same value in Funnel.
All Conversions in Funnel is lower than in Microsoft Advertising. The gap can be large, depending on how many conversions come from excluded or secondary goals.
Conversions matches between Funnel and Microsoft Advertising, but All Conversions doesn't.
Switching to All Conversions Qualified and Conversions Qualified doesn't help. The two Qualified fields also show the same value.
When does this occur
Your data source uses the Campaign, Ad Group or Ad report type.
Your Microsoft Advertising account has conversion goals that aren't included in Conversions, such as excluded or secondary goals.
Root cause
This is a limitation of the Microsoft Advertising API.
In the Microsoft Advertising UI, All Conversions includes every tracked conversion goal, including excluded and secondary goals. In the API, All Conversions only includes goals set to be included in Conversions at campaign, ad group and ad level. Below account level, All Conversions from the API is therefore equal to Conversions.
At account level, the API includes more goal types, so the two fields differ. They still don't fully match the UI, because of goal exclusions and attribution differences.
No field in the Microsoft Advertising API matches the UI's All Conversions below account level, so Funnel can't import it.
Solution
Compare Conversions or Conversions Qualified with Microsoft Advertising instead of All Conversions. These fields use the same goals in Funnel and in Microsoft Advertising.
If you need All Conversions, use a data source with the Account report type. The values are closer to Microsoft Advertising at that level, but they can still differ.
Make sure you compare the same level in both places. For example, compare a Campaign data source with the campaign view in Microsoft Advertising.