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).

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[GA4] Set up conversions

Identify the user actions that are valuable to your business

A conversion is any user action that's valuable to your business; for example, a user purchasing from your store or subscribing to your newsletter. When you want to measure a conversion, you simply mark an event that measures the user action as a conversion.

Note: In Universal Analytics, you use goals to set up conversions. If you are migrating from a Universal Analytics property to Google Analytics 4, see how to migrate your goals to conversion events .


By setting up conversions, you can:

  • Report on conversions: See the actions that matter most to your business using the Acquisition, Engagement, and Advertising reports. Learn more
  • Bid on conversions: Import your conversion data into Google Ads to fuel manual or Smart bidding decisions to help optimize your campaigns. Learn more
  • Attribute credit to conversions: Combine your data with data from other advertising channels to understand the touch points along a user's path to conversion. Learn more
  • Advertise to unconverted users: Use your conversion data to create audiences of users who didn't convert and import those audiences into Google Ads for remarketing. Learn more

Before you begin

You must have the Editor (or above) role to manage conversions.

You must set up an event for the conversion you want to measure. You can set up an event in Google Analytics or outside of Google Analytics.

Mark events as conversions

You can set up a conversion for an existing event simply by marking the event as a conversion. New events may take time to appear in Analytics so you can preemptively mark an event as a conversion so Analytics knows to mark it a conversion when Analytics receives the event.

You can mark up to 30 events as conversions.

To mark an existing event as a conversion:

  1. In Google Analytics, go to Configure > Events on the left.
  2. In the Existing events table, select the toggle under Mark as conversion.

To mark a new event as a conversion:

  1. In Google Analytics, go to Configure > Conversions on the left.
  2. Click New conversion event.
  3. Enter the name of the new event.
  4. Click Save.

When you want 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.

Note: In 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)


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.

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