One of the primary goals of using Google Analytics 4 (GA4) is to measure meaningful user actions that contribute to your business objectives. These actions, known as conversions, could be purchases, form submissions, downloads, video plays, or any key interaction on your site or app.
In this blog, we’ll guide you through the complete process of setting up, managing, and analyzing conversions in GA4. Understanding this workflow will help you track ROI, improve campaign performance, and make better marketing decisions.
What is a Conversion in GA4?
A conversion in GA4 is any event that you mark as important for your business. Unlike Universal Analytics (UA), which had fixed "goal types" (like destination, duration, etc.), GA4 is event-based — giving you the flexibility to define any event as a conversion.
Common conversion examples:
A purchase confirmation page load
Newsletter sign-up
Lead form submission
Add to cart
Download or file click
Step-by-Step: Setting Up Conversions in GA4
Step 1: Set Up Event Tracking
Before you can mark an event as a conversion, you need to ensure it's being tracked.
GA4 automatically tracks several enhanced measurement events like pageviews, scrolls, outbound clicks, and video engagements.
For custom events (e.g.,
form_submit,purchase,download_file), you can:Use Google Tag Manager
Implement directly in the code
Use site builders (e.g., WordPress plugins or Shopify apps)
Step 2: Verify Events in GA4
Go to Admin > Events and make sure your desired event is listed. If not:
Wait for user activity to trigger it
Or manually configure the event under Admin > Events > Create Event
Step 3: Mark Events as Conversions
Once your event appears:
Go to Admin > Conversions
Click New Conversion Event
Enter the exact name of your event (case-sensitive)
It may take 24 hours to begin seeing conversion data populate.
Defining Events as Conversions Using Tag Manager
If you're using Google Tag Manager (GTM):
Create a trigger for the user action (e.g., click, form submit)
Create a GA4 event tag
Assign your trigger to the tag
Publish the container
Then, in GA4, mark the new event as a conversion.
Importing Conversions into Google Ads
To evaluate ad performance:
Link your GA4 property with Google Ads
Go to Tools & Settings > Conversions > Import > Google Analytics 4 properties
Choose the conversions you want to import
Now, GA4 conversion data will be used in your bidding and reporting.
Recommended Conversions to Track
Depending on your business type:
eCommerce:
add_to_cart
begin_checkout
purchase
Lead Generation:
form_submit
click_contact
Content Sites:
video_play
file_download
SaaS Products:
start_trial
subscription_renewed
Using Conversions in GA4 Reports
Conversions appear across multiple GA4 reports:
Reports > Engagement > Events: View all events, including conversions
Reports > Advertising > Conversion Paths: Understand touchpoints before conversion
Explore > Funnel Exploration: Visualize where users drop off in the conversion process
You can filter by:
Campaign
Source/medium
Device type
Audience segment
Analyzing Conversion Performance
Use these metrics to evaluate:
Conversion Rate = Conversions / Sessions
Revenue Per User (if eCommerce tracking is enabled)
Time to Conversion: Helps optimize ad frequency and retargeting windows
Event Count per User: Shows how many times a user triggers a key action
Troubleshooting Conversion Tracking
Event not firing? Use GA4’s Realtime report or DebugView to confirm
Wrong event name? Make sure it's case-sensitive and spelled correctly
Missing revenue data? Ensure eCommerce parameters (e.g., value, items) are passed correctly
Advanced Conversion Strategies
1. Funnel-Based Optimization
Create funnel explorations to see where users drop off and optimize those steps.
2. A/B Testing with Conversion Tracking
Run experiments and measure success using conversion rate as your KPI.
3. Multi-Touch Attribution
Use Conversion Paths to understand which channels play a supporting role in conversions.
Best Practices
Set up conversions early and test thoroughly
Focus on meaningful actions aligned with your business goals
Regularly review and prune outdated or redundant conversions
Track both micro and macro conversions (e.g., newsletter sign-up vs. purchase)
Common Mistakes to Avoid
Tracking too many irrelevant actions as conversions
Ignoring mobile vs. desktop behavior differences
Not validating your conversion setup using DebugView
Forgetting to import conversions into Google Ads
Final Thoughts
GA4 conversion tracking isn’t just about data — it’s about measuring what truly matters to your business. Whether you're running an eCommerce store, B2B lead funnel, or a SaaS product, setting up accurate and meaningful conversions is the foundation for smarter marketing.
In the next blog, we’ll explore GA4 and Google Tag Manager Integration — your step-by-step guide to unlocking even more tracking power.
Stay tuned!