[GA4] Set up and manage conversion events

Measure your users' most important actions.

The data in Google Analytics 4 reports comes from events that users trigger as they interact with your websites and apps. To measure conversions, select the events most important to your business and mark them as conversion events. Analytics, Google Ads, Google Tag Manager, and the `gtag.js` library provide different ways to work with events and track conversions. This article describes how to manage conversion events in Analytics with configuration instead of code.

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 .

You must have an Editor role to manage events and conversions in Analytics. With that role, you can:

  • Mark any existing event as a conversion
  • Create a conversion event based on an existing event by adding conditions and parameters
  • Modify event conditions and parameters
  • Add a monetary value to a conversion event
  • Stop tracking an event as a conversion

Analytics automatically designates the following events as conversions. Per Analytics property, you can mark an additional 30 as conversion events. So, you will want to choose only the most events to track as conversions.

  • 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)

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.

In this article:

Mark events as conversions

From the Events page, you can mark any event listed in the Existing events table as a conversion. New events do not appear in the table until some time after they are first triggered. If the event you want to use as a conversion does not yet show in the Existing events table, instead create a conversion on the Conversions page from the name of the 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.

To start tracking an existing event as a conversion:

  1. In the left navigation, click Configure > Events.
  2. Locate the event in the Existing events table.
  3. In the event’s Mark as conversion column, click to turn the switch on.

To create a conversion from the event name:

  1. In the left navigation, select Configure > Conversions.
  2. Click New Conversion Event.
  3. Enter the name of the new event. Be sure to use the exact event name with proper capitalization.
  4. Click Save.
Marking a conversion using the event name does not create a new event. Rather, if and when an event with this name is triggered, Google Analytics will report it as a conversion.

Create or modify conversion events

If an existing event does not capture exactly what you want to measure as a conversion, create a new event from an existing event and add conditions and parameters to better define the scope. For example, website visitors trigger the page_view event each time they view a page. As a conversion, you might want to track the visitors who view a specific page. To do this in Analytics, create a new event based on the page_view event and set a condition that fires only when a visitor views that page. To assign a monetary value to each conversion, you can also add parameters to define the value.

You can modify events you or someone in your organization have created as well as events provided by Google. Modification overwrites the event. Be cautious about overwriting events provided by others because that could result in unintended consequences. For example, if you modify the page_view event to narrow its scope to a particular page, it will no longer collect data from any other pages. If you instead create a new event based on the page_view event, the original event remains unchanged.

Watch a video

This video demonstrates how to create an event from an existing event and mark it as a conversion.

Creating Events in Google Analytics 4 Properties

The time index of 2:55 marks the beginning of the demonstration.

Create an event based on an existing event

The following steps show how to create a new event from the page_view event. In this example, after website visitors submit their contact information, a thank-you.html page loads to thank them for their interest. By tracking views of the thank-you.html page as conversion events, you can see how many visitors successfully submitted their contact information.

First, create a new event based on the page_view event for views of thank-you.html :

  1. In the left navigation, click Configure > Events.
  2. Click Create event.
  3. Click Create.
  4. In the Configuration dialog:
    • Enter a unique name (40 characters or less) in the Custom event name field. For this example, thank_you_conversion.
    • In the Value field of the first row of Matching conditions, enter the existing event name. For our example, page_view. Make sure this value exactly matches the name of the existing event.
    • Click Add condition.
    • Click in the first field and select page_location from the drop-down.
    • For Operator, select contains (ignore case).
    • For Value, enter the name of the page. For our example, thank-you. You do not need to enter the .html extension.
    • Click Create. The new event shows in the Custom events table.
  5. Close the Create events panel. Note: the new event will not show up in the Existing events table until later.

Next, mark the new event as a conversion:

  1. In the left navigation, click Configure > Conversions.
  2. Click New conversion event.
  3. In the New event name field, enter the exact name of the event. In our example, thank_you_conversion.
  4. Click Save. The event shows in the Conversion Events table marked as a conversion.

Modify an event created from another event

This section describes how to modify an event that was created in Analytics based on another event. For information on modifying events provided by Google, see the event documentation.

To modify an event based on another event:

  1. In the left navigation, click Configure > Events.
  2. Click Create event.
  3. In the Custom events table, click the event to modify.
  4. Roll the cursor over the top right of the Configuration table to display the edit icon.
  5. Click edit.
  6. Modify or add conditions or parameters.
  7. Click Save.

Associate monetary values with conversions

To associate a monetary value with a conversion event, the event must have parameters to specify the value. Many recommended events, for example ecommerce events, already have value and currency parameters. You can add the same parameters to any event.

The value of the value parameter must be a number, such as 50. This parameter must be accompanied by a currency parameter, with a value specified in 3-letter ISO_4217 format, such as USD for United States dollar. If the currency parameter is missing or invalid, Analytics records the events as conversions with the correct event count, but the events won't be sent to Google Ads.

Tip: To find the parameters for Google provided events, see the event documentation. For parameters associated with events created by you or someone in your organization, navigate to the Realtime report. In the Event count by Event name table, click an event to view its details. The EVENT PARAMETER KEY column lists all parameters for that event.

The following example describes how to add a value to an event created in Analytics from another event. See the events documentation to learn how to add custom parameters to automatically collected events.

To associate a value with an event created in Analytics:

  1. In the left navigation, click Configure > Events.
  2. Click Create Event to display the table of Custom events.
  3. Click the event to modify.
  4. Roll your cursor over the Configuration dialog to display the edit icon and click it.
  5. In the Parameter configuration section, click Add modification.
  6. In the Parameter field, enter currency.
  7. In the New value field, enter a currency type using the three letter code, such as USD for US dollars.
  8. Click Add modification.
  9. In the Parameter field, enter value.
  10. In the New value field, enter the number amount to assign to this . For example, with US dollars, the number 50 assigns a value of fifty dollars.
  11. Click Save.
Note: When you add a value to a conversion event in Analytics as described here, it is not reported as Event revenue. To view the values, from Reports > Engagement > Conversion, click the conversion event to drill into its details. The Event value column reports the value calculated from conversion events.

Stop collecting conversion data for an event

To stop using an event as a conversion, turn off Mark as conversion. Turning off a conversion doesn't affect the data you've already collected; past events still show in reports as conversions. To stop collecting event data as a conversion:

  1. In the left navigation, click Configure > Events.
  2. In the Existing events table, locate the event. If the event is not listed in this table, navigate instead to the Conversions page and check the Conversion Events table.
  3. In the Mark as conversion column, click to turn the switch off.

Optional settings for apps

The Network Settings tab on the Events > Conversions page has additional settings for app data streams. Skip this section if you have a web data stream.

Add a network

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

  1. In the left pane, select Configure > Conversions.
  2. Click Network Settings > New network.
  3. Select a network from the menu.
  4. 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.
  5. (Optional) To send conversion information back to the network, turn on Configure Postback.
  6. 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 the npa signal is determined by that network.

To configure a Postback:

  1. In the left pane, select Configure > Conversions.
  2. Click Network Settings.
  3. In the row for the network, click Configure postback.
  4. Select the conversions you want to send, and select Only conversions attributed to this network or All conversions.
  5. Enter the network parameters (for example, Tracking ID, Advertiser Password). Parameters vary by network.
  6. 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.

Enable YouTube Engaged View Conversion events

A YouTube Engaged View Conversion (EVC) indicates that a user watched a YouTube video for at least 10 seconds, and has completed a conversion event on your website or app within 3 days of viewing the video.

To configure your property to start recording YouTube EVCs, complete both of the following steps:

These events are available throughout Google Analytics, for example, in the audience builder, and in reports where ad network type is an available dimension (e.g., Conversions detail reports, Google Ads Campaigns, User acquisition).

When you configure your property, Google Analytics records the source/medium for YouTube EVCs as google/cpc and the campaign as the associated YouTube campaign.


YouTube EVCs not available in all Google Ads accounts

This feature is not currently available to very large Google Ads accounts, but we're developing a solution. Contact support for more information.

Different counts for events depending on reporting identity

Currently, the first_open and first_visit conversion events can be counted differently in the individual Conversions > first_open/first_visit reports and in other reports that provide event counts, depending on which reporting identity you're using for the property. When you use By User-ID and device, all first_open/first_visit events for a user are associated with the first date in a date range in which they were triggered. When you use By device only, all events are associated with the dates on which they were triggered.

View conversions in reports

Conversion data shows up in the Realtime report soon after users start triggering conversion events. New conversions may take up to 24 hours to appear in Engagement reports. If conversion data does not appear within this time frame, try triggering the conversion event yourself and see whether it is registering in the Realtime overview. If not, check to see whether the event is configured correctly.

The Events and Conversions screens show data for events that have been triggered. In the standard reports, you can view conversion data in:

  • The Realtime overview report’s Conversions by Event name table.
  • The Engagement > Conversions report.

The Engagement > Conversions report allows you to:

  • Adjust report metrics and dimensions using the drop downs in the upper left corner of the line chart. Dimensions include: default channel grouping, source, medium, campaign, and over time.
  • Click a conversion event to open a report on just that event.
  • Add a comparison of conversion events.
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