This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (July 1, 2024 for Analytics 360 properties).

[GA4] How to set up a conversion in Google Analytics 4

Record a conversion when someone visits a specific page on your website (formerly known as a URL destination "goal")

This tutorial describes

  • how to record a conversion whenever someone views a confirmation page (or any other page that you specify) on your website
  • where to see the conversion data in Google Analytics


Whenever someone views a page on your website, a page_view event is sent to Google Analytics. The event measures all pageviews, so you can't mark the event as a conversion. Doing so would mark all pageviews as conversions.

Instead, you need to create a separate event based on the page_view event that measures when someone views the specific page on your website. This tutorial describes how to measure when someone views a confirmation page for the URL

Watch a short video (00:54) to see how to record a conversion when someone views a confirmation page and how to see the conversion data in Google Analytics.


Set up the conversion

Step 1: Create an event for the confirmation page

To record a conversion whenever someone views a confirmation page, first create a separate event using the page_view event. In this case, you will use the generate_lead recommended event. You should use recommended event whenever possible, instead of custom events, to take advantage of new Analytics features as they become available.

  1. In Google Analytics, click Admin > Events on the left.
  2. Click Create event and then Create.
  3. In the Custom event name field, enter the name "generate_lead".
  4. In the Matching conditions section, enter the first matching condition "event_name equals page_view".
  5. Click Add condition.
  6. Enter the second matching condition "page_location equals".
    A screenshot of the generate_lead configuration up to this point in the instructions.
  7. In the Parameter configuration section, click Add modification twice. Because you are using a recommended event, you need to define each of the required parameters. Otherwise, Google Analytics will treat the event as a custom event.
  8. In the first row, enter parameter "value" and value "100" to define the value of the lead.
  9. In the second row, enter parameter "currency" and value "USD".
  10. Click Create.

Step 2: Mark the event as a conversion

Analytics hasn't received the new event yet, so you need to preemptively mark the event as a conversion.

  1. On the left, click Admin > Conversions.
  2. Click New conversion event.
  3. Enter the name of the new event, "generate_lead".

Verify the conversion event

When you mark an event as a conversion, it can take some time (from a few minutes up to a few hours) for the configuration to apply to the event.

Once your configuration is applied to the event, visit the confirmation page on your website. Then go to the Conversions by Event name card in the Realtime report and look for "generate_lead". If you see the event in the card, then Analytics is treating the event as a conversion.

A screenshot of the Realtime report with the generate_lead event in the Conversions by Event name card.

Report on conversions

The quickest way to see all your conversions is in the Conversions report. The Conversions report shows you which conversion actions are most common, how many people performed each action, and how much revenue is associated with each action.

You can click an event name in the report to see more information about the event, including the number of times the event was triggered (event count) and the number of times it was triggered recently (event count in the last 30 minutes).

A screenshot of the Conversions report.

Next, you can go into the User acquisition report and select "generate_lead" from the drop down under Conversions. When you select the the conversion event from the drop down, you will be able to see the default channel grouping associated with a user's first session that generated the most conversions. The Conversions metric is available in most other reports.

A screenshot of the User acquisition report with the Conversion column highlighted.

Finally, you can go into the Conversion paths report in Advertising. The Conversion paths report helps you understand your customers’ paths to conversion and how different attribution models distribute credit on those paths.

A screenshot of the Conversion paths report with the conversion events drop down highlighted.

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