[GA4] Reporting: compare converters and non-converters

To compare converters and non converters:

1. Create the conversion events you want to compare.
2. Enable those events as conversions in Analytics.
3. For each conversion event, create one audience that includes the event and another audience that excludes the event.
4. Compare those audiences in reports via comparisons.

With those comparisons applied to your reports, you can compare the behavior and attributes of both audiences side by side.

You can also create comparisons based on conversion events in Explorations.