﻿ GA4 Conversion Rate - How to find it and use it - Optimize Smart

# GA4 Conversion Rate – How to find it and use it

Last Updated: February 3, 2023

Google Analytics 4 provides two types of metrics for measuring conversion rate:

1. User Conversion Rate
2. Session Conversion Rate

## What is User Conversion Rate in GA4 (Google Analytics 4)?

The user conversion rate is the percentage of users who triggered any conversion event.

Following is the formula to calculate the user conversion rate:

User Conversion Rate = Number of users who triggered a conversion event in a particular time period / total number of users in the same time period.

For example,

If the number of users who triggered a conversion event in the last 30 days = 50

The total number of users in the last 30 days = 2000

Then the user conversion rate would be calculated as = 50 / 2000 = 2.5%

Note: The ‘user conversion rate’ metric is populated automatically in your GA4 reports once you have marked events as conversions or set up conversion tracking in your GA4 property in some other way.

## What is Session Conversion Rate in GA4 (Google Analytics 4)?

The session conversion rate is the percentage of sessions in which any conversion event was triggered.

Following is the formula to calculate the session conversion rate:

Session Conversion Rate = Number of sessions in which any conversion event was triggered in a particular time period / total number of sessions recorded in the same time period.

For example,

If the number of sessions in which any conversion event was triggered in the last 30 days = 50

The total number of sessions recorded in the last 30 days = 1000

Then the session conversion rate would be calculated as = 50 / 1000 = 5%

Note: The ‘session conversion rate’ metric is populated automatically in your GA4 reports once you have marked events as conversions or set up conversion tracking in your GA4 property in some other way..

## How to find and use the GA4 conversion rate metrics

The GA4 conversion rate metrics are not available in the standard GA4 reports.

You would need to create and use an exploration report for using the conversion rate metrics (both user conversion rate and session conversion rate).

Let’s calculate the user conversion rate and session conversion rate of each goal (aka conversion event) in GA4:

Follow the steps below

Step-1: Make sure that you have marked events as conversions or set up conversion tracking in your GA4 property in some other way.

Step-2: Make sure that the conversion events are already being recorded and reported in your GA4 reports before you move forward.

Step-3: Navigate to ‘Explore’ in your GA4 property:

Step-4: Click on the ‘BLANK’ report template:

Step-5: Name your report ‘Conversion rate of each goal’:

Step-6: Set the date range of the report to the last 30 days.

Step-7: Click on the + button next to ‘DIMENSIONS‘:

Step-8: Search for the ‘Event Name’ dimension, click on the checkbox next to it and then click on the ‘Import‘ button:

Step-9: Double click on the ‘Event Name’ dimension so that it is automatically added to the Rows section:

Note: When you double-click on the ‘Event Name’ dimension, you won’t see any change to the canvas on the right. But the dimension has been added to the canvas. Only when you start adding metrics to the canvas, you would start seeing the dimension(s) added to the canvas.

Step-10: Click on the + button next to METRICS:

Step-11: Search and select the following metrics (‘conversions’, ‘user conversion rate’, ‘session conversion rate’) one by one and then click on the ‘Import‘ button:

Step-12: Double click on the metrics one by one, starting from the very top, so that they are automatically added to the blank canvas on the right:

You should now be able to see the dimensions and metrics added to the report canvas on the right:

That’s how you can find and use the conversion rate metrics in GA4.

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