[GA4] Create or modify conversion events

Learn how to modify existing events and create new events based on existing events


Sometimes an event nearly measures what you want to measure as a conversion. For example, you want to measure when someone lands on a confirmation page. The page_view event will tell you when someone lands on the page, but you can't mark that event as a conversion since all pageviews will then count as conversions.

Instead, you can modify existing events and create new events from existing events within Google Analytics so you can mark the events as conversions without needing to change your website or app setup.

Create vs. modify

You can create and modify events in Google Analytics. Modifying an event is a way of changing an existing event so it measures what you want it to measure. Creating an event copies over an existing event so you can measure what you want to measure without changing the original event.

Important: Modifications overwrite existing events. Be cautious about overwriting events to avoid unintended consequences. For example, avoid modifying the page_view event since the event will no longer collect pageview data for other pages on your website.

Create an event in Analytics

These instructions show you how to create a new event from the page_view event. In this example, you want the event to trigger when someone submits their contact information and lands on a confirmation page. You can then mark the event as a conversion to see the number of people who successfully submit their contact information.

For more information on how to create an event from an existing event and mark it as a conversion, watch Create Events in Google Analytics 4 Properties on YouTube.

Step 1: Create the event

  1. In Admin, under Data display, click Events.
  2. Click Create event.
  3. Under Custom event name, enter a name (40 characters or less). For this example, thank_you.
  4. In Matching conditions, under Value, enter the exact name of the existing event. For this example, page_view.
  5. Click Add condition.
  6. Under Parameter, select page_location from the drop-down.
  7. Under Operator, choose "contains (ignore case)".
  8. Under Value, enter the name of the page. For this example, thank-you.html.
  9. Click Create.

The new event will appear in the Custom events table, but it won't appear in the Existing events table in Admin > Data display > Events until Analytics processes the event.

Step 2: Mark the new event as a conversion

  1. In Admin, under Data display, click Conversions.
  2. Click New conversion event.
  3. Enter the name of the new event.
  4. Click Save.

Modify an event in Analytics

This section describes how to modify an event that was created in Analytics based on another event. For information on modifying events provided by Google, see the event documentation.

  1. In Admin, under Data display, click Events.
  2. Click Create event.
  3. In the Custom events table, click the event to modify.
  4. Roll the cursor over the top right of the Configuration table to display the edit icon.
  5. Click edit.
  6. Modify or add conditions or parameters.
  7. Click Save.

Associate monetary values with conversions

To measure the revenue associated with an event, add the value and currency parameters to the event. The parameters are already recommended for ecommerce events, but you can add the two parameters to any event.

The value parameter must be a number (e.g., 50) and must be accompanied by a currency parameter. The currency parameter must have a value in the ISO 4217 format (e.g., USD for the US dollar). If the parameter is missing or invalid, the event is recorded with the correct count, but it won't be sent to Google Ads.

The following example describes how to add a value to an event created in Analytics from another event:

  1. In Admin, under Data display, click Events.
  2. Click Create event to display the table of custom events.
  3. Click the event to modify.
  4. In the Parameter configuration section, click Add modification.
  5. In the Parameter field, enter currency.
  6. In the New value field, enter a currency type (e.g., USD).
  7. Click Add modification.
  8. In the Parameter field, enter value.
  9. In the New value field, enter the value (e.g., 50 for fifty dollars).
  10. Click Save.

The Event count by Event name card in the Realtime report shows you the parameters associated with each event collected by Google Analytics in the last 30 minutes. You can use the Event parameter key column to see all the event parameters associated with an event and make sure the two parameters have been added correctly.

When you add a value to an event in Analytics, view the values in the Conversions report. You can click the conversion event to drill into its details. The Event value column reports the value calculated from conversion events.

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