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

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

To learn more about conversions, see About Google Analytics conversions.

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 a Conversion

Overview

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 http://www.examplestore.com/contact-us-submitted.

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.
2. Make sure you are in the correct account and property.

3. In the Property column, click Events.
4. Click Create event and then Create.
   If you don't see the Create event button, you don't have permission to create events.
5. In the Custom event name field, enter a name for the event. In this example, enter "generate_lead".
6. In the Matching conditions section, enter the first matching condition. In this example, enter "event_name equals page_view".
7. Click Add condition.
8. Enter the second matching condition. In this example, enter "page_location equals https://www.example.com/contact-us-submitted".
   
9. 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.
10. In the first row, enter parameter "value" and value "100" to define the value of the lead in this example.
11. In the second row, enter parameter "currency" and value "USD" in this example.
12. 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. In Google Analytics, click Admin.
2. Make sure you are in the correct account and property.

3. In the Property column, click Conversions.
4. Click New conversion event.
5. 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.

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. The default conversion counting method is Once per event. 

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).

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.

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.