[GA4] About conversion events

Measure your users' most important actions.

Conversions are user activities that contribute to the success of your business. Examples of conversions include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).

In Google Analytics 4 properties, you measure these activities using conversion events. (In a Universal Analytics property, you use goals to measure similar activities.)

In this article:

View and manage your conversions events

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Events > Conversions.

The table in the Conversions page has 2 tabs:

The Conversion Events tab lists all of the events in this property that are marked as conversions, along with important statistics on each event.

The Network Settings tab lists the ad networks linked to this property.

Conversion events in reports

In the Conversion Events tab, click an event to open a report about that event. Depending on the event, you'll see either a dashboard or an explorer report.

To add comparisons, and select an attribution model for these reports, at the top right, click . Learn more about customizing reports.

All attribution models in Analytics exclude direct visits from receiving attribution credit unless a conversion cannot be attributed to a campaign. Learn more about how different conversions are attributed.

In event explorer reports click the drop-down menus in the upper left corner of the line chart to adjust metrics and dimensions in the report. For example, you can switch between showing the number of conversions and event value, and you can choose to see the origin of the events by Source, Medium, and Campaign, Network, Adgroup, and Creative

Event report with metric and dimension selectors.
  1. Select metrics and dimensions in an events report.

You can add secondary dimensions to the explorer table by clicking Add..

Adding a secondary dimension.

Mark events as conversions

Analytics automatically marks five events as conversions:

App events

Web and App events

In addition to the automatically collected conversion events, you can mark up to 30 events per property as conversions:

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Events > All events.
  4. Locate the event, then on the right, turn on Mark as conversion.

Once you mark an event as a conversion, it appears in the Conversion Events table.

Marking an event as a conversion doesn't affect data you've already collected, including attribution information associated with that event.

To stop using an event as a conversion, turn off Mark as conversion for that event. Turning off a conversion doesn't affect the data you've already collected (historical conversion events still appear as conversions).

If you have enabled remarketing for your property and you have created an app data stream for that property, then the session_start event is automatically marked as a conversion and you cannot unmark it.

Identify conversion events before collecting data

You can preemptively identify an event as a conversion so that all attribution information associated with that event is collected as soon as you start logging it.

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Events > Conversions.
  4. Click New conversion event.
  5. Enter the name of the event you want to identify as a conversion.
  6. Click Save.

This doesn't create a new event. Rather, it tells Google Analytics that if and when it sees an event with this name, to treat it as a conversion. Learn more about creating events.

Add a network

You can send conversions and track performance on advertising networks. To add a network:

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Events > Conversions.
  4. Click Network Settings > New network.
  5. Select a network from the menu.
  6. Source is automatically the Network name. Some networks also offer metadata about Campaign medium and Campaign name, so no additional input is needed. For other networks, we’ve provided the Campaign medium and Campaign name fields to capture custom information. Use the generated URL as your referral link (copy and paste the URL).
    • CLICK: If you’re running a campaign to drive users to download the app, use the URL you generate here.
    • DEEP LINK: If you’re running a campaign to re-engage existing app users, use the DEEP LINK tab. In this section, enter the URL scheme and path information. The same parameters will be appended.
  7. (Optional) To send conversion information back to the network, turn on Configure Postback.
  8. Click Save.


A Postback sends your conversion data back to an ad network. Postbacks are optional. You may send first_open data in addition to other in-app conversion events. If you decide to set up a Postback, you also choose whether to send the network all conversions, or just the conversions that Analytics attributes to that particular network.

Postbacks help networks optimize the traffic they send you. For example, if a network knows that an app has been downloaded to a device, then it also knows not to serve that device any additional ads for that app.

If you send the network all conversion data, then that network is able to optimize its own traffic based on an awareness of conversions from all networks. When you send all conversion data to a network, the other networks involved in delivering conversions are anonymized.

If any of 1) all property-level data, 2) individual events, or 3) specific event names or user properties have been excluded from ads personalization, then Analytics will append an additional signal (called ‘npa’) in Postbacks indicating that networks should not use the data for personalized advertising. Note that each network's treatment of such 'npa' signal is determined by such network.

To configure a Postback:

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Events > Conversions.
  4. Click Network Settings.
  5. In the row for the network, click Configure postback.
  6. Select the conversions you want to send, and select Only conversions attributed to this network or All conversions.
  7. Enter the network parameters (for example., Tracking ID, Advertiser Password). Parameters vary by network.
  8. Click Save.
If you disable ads personalization per the instructions in Safeguarding your data and your user enables Postbacks, that information travels with the Postback.

Custom campaigns for Google Play apps

When you use a custom campaign for an app you're distributing via Google Play, use the Google Play URL Builder to generate your custom URLs.

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