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

[GA4] Mark events as conversions

Identify and mark an important user interaction as a conversion event to measure the conversion in Google Analytics

The primary way to measure a Google Analytics conversion is to create or identify an event that measures the important user interaction and then mark the event as a conversion.

Conversions in Google Analytics

Before you begin

To mark an event as a conversion, you must:


You can set up a conversion for an existing event by marking the event as a conversion in Google Analytics.

New events, on the other hand, take time to appear in Google Analytics. You can preemptively mark the new events as conversions, so that when Analytics receives the event it will automatically be marked as a conversion.

You can mark up to 30 events as conversions.

NoteIn addition to the 30 events you can mark as conversions, Analytics marks the following events as conversions automatically:
  • purchase (web and app)
  • first_open (app only)
  • in_app_purchase (app only)
  • app_store_subscription_convert (app only)
  • app_store_subscription_renew (app only)

Mark an existing event as a conversion

  1. In the Property column, click Events.
  2. In the Existing events table, select the toggle under Mark as conversion.
    If you can't select the toggle, you don't have the necessary permissions.

Mark a new event as a conversion

  1. In the Property column, click Conversions.
  2. Click New conversion event.
    If you don't see the button, you don't have the necessary permissions.
  3. Enter the name of the new event.
  4. Click Save.

Stop collecting conversion data

To stop collecting conversion data for an event, unmark the event as a conversion on the Events page. If the event is not on the Events page, navigate to the Conversions page instead. Turning off a conversion doesn't affect the data you've already collected; past events still show in reports as conversions.


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.

Marking an event as a conversion affects reports from time of creation. It does not change historic data. When you mark an event as a conversion, allow up to 24 hours for it to show up in standard reports. Realtime reports update sooner, at some time after a user triggers a conversion event.

The default conversion counting method is Once per event. Learn more about conversion counting method

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