This article is about Google Analytics 4 properties. If you're using a Universal Analytics property, refer to the Universal Analytics section of this help center.

[GA4] Set up and manage conversion events

Measure your users' most important actions.

If you're migrating from Universal Analytics, read this migration guide instead.

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:

About conversion events

The data you see in your Google Analytics 4 reports comes from events that are triggered as users interact with your website and/or app. Google Analytics 4 properties mark four automatically collected events as conversions:

  • first_open
  • in_app_purchase
  • app_store_subscription_convert
  • app_store_subscription_renew

These four events are app only.

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

Mark an event as a conversion

You need the Editor role to mark an event as a conversion. You can mark an existing event as a conversion, or you can create or modify an event and mark that as a conversion.

Mark an existing event as a conversion

To mark any of your existing events as a conversion:

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Configure > 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. New conversions may take up to 24 hours to appear in your reports. If you don't see conversion data within this timeframe, you may want to confirm that your data is being collected.

Note: Marking an event as a conversion doesn't affect data you've already collected, including attribution information associated with that event. It only applies to new data.

Identify new conversion events before collecting data

If you plan to modify an event or create a custom event, you can preemptively identify it as a conversion. By doing this, all attribution information associated with that event is collected as soon as you start logging it.

Note: 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. You still need to create the event. Learn more about creating events.

To identify a conversion event before collecting data:

  1. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Configure > Conversions.
  4. Click New conversion event.
  5. Enter the name of the event you will create or modify. Be sure to enter the exact name that you plan to use when you create the event.
  6. Click Save.

Create or modify an event and mark it as a conversion

If you have more advanced data collection needs than the automatically collected events, you can modify an existing event or create a custom event, such as a page view of your checkout confirmation page. As discussed above, you can either:

Watch a video

Creating Events in Google Analytics 4 Properties

Go to 2:55 for a demonstration of creating a custom event and marking it as a conversion. The custom event in this video is a page view of a specific page.

Turn off a conversion 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).

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. Sign in to Google Analytics.
  2. Select your property.
  3. In the left pane, select Configure > 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 the npa signal is determined by that network.

To configure a Postback:

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

See conversion events in reports

The Conversions report in the Engagement topic enables you to report on each of your conversion events. Clicking a conversion event in the report opens a separate report about the event. You can adjust the metrics and dimensions in the report using the drop down in the upper left corner of the line chart. To add a comparison, click  on the top right. Learn more about customizing reports.

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