Google Analytics 4 Conversion Tracking Guide – GA4 Goals

Last Updated: May 20, 2022

This article will talk about setting up Google Analytics 4 Conversion Tracking.

What are Conversions in Google Analytics 4?

A GA4 conversion (also known as a GA4 goal) on a website or app can be any crucial activity important to your business.

For example, submitting a form, signing up for an email newsletter, or purchasing a product (transaction).

In the earlier legacy version of Google Analytics, called universal analytics, conversions were marked when the goal was completed. You could set up to 20 goals per property.

To track more than 20 goals, you needed to create an additional view for that property or edit an existing goal.

However, the concept of goals is not available in GA4. You can define the conversion for the website directly in the GA 4 reporting interface based on the captured events.

You can set up as many conversions as you want, and there is no limit to marking any event as conversion.

You can modify any event or create a new event based on the occurrence of other events and parameters and then mark it as a conversion.

You can access the conversion reporting by clicking the ‘Conversion’ tab available in the ‘Reporting’ menu.

Google Analytics 4 Conversion Tracking

How to set up Google Analytics 4 Conversion Tracking for already tracked events?

Google Analytics 4 gives you the option to mark any event as a conversion. This is the simplest way to set up conversions for already available tracked events.

You can see in the below image I already have multiple events tracked on my website.

GA4 automatically tracks some, and some are custom events tracked using Google Tag Manager. I can mark any of these events as a conversion.

mark as conversion

To set conversions for already tracked events, follow the below steps.

Step-1: Go to your Analytics 4 property and click on ‘Configure’.

configure 3

Step-2: Now Click on ‘Events’.

configure events

Step-3: You will see the events tab console like below. If you want a particular event (i.e. one of the most important ones) to be marked as a conversion, click on the toggle switch available in front of the event to ‘On’.

In our case, ‘file_download’, ‘new_mobile_user’ and ‘video_complete’ are important events and can be marked as conversions.

GA4 Goals

Step-4: Now click on the ‘Conversion’ tab available in the ‘Reporting’ menu. You will see your important events are now available as conversions.

conversions 1

Congratulations!! You have successfully set up conversion tracking for your events.

How to set up Google Analytics 4 Conversion Tracking by creating a new event?

You can also set up a new conversion event from the ‘Conversions’ tab. Follow the steps below to set up a new GA4 conversion event.

Step-1: Click on the ‘Configure’ tab.

configure 3

Step-2: Now click on the ‘Conversion’.

configure conversion

Step-3: Now click on the “New Conversion Event”.

new conversion event

Step-4: An overlay will appear as below, prompting you to provide a new event name. Give your new conversion event a descriptive name.

For example, we will track the ‘thank-you’ page view as a conversion event when a user submits a form. We are going to name this conversion event ‘Lead_genrated’. Now click on ‘Save’.

new event 2

Step-5: You can now see our newly created event ‘Lead_genrated’ in the’ Conversions’ tab, as below.

lead generated

The count of our event is zero (0). This is because we have just created the event in the GA4 reporting interface. Now we need to pass this event when it happens on the website to our GA4 property. There are two ways to do it.

  1. Pass a custom event using Google Tag Manager

OR

  1. Use create event functionality in GA4 (by using automatically tracked events and their parameters)

How to pass a custom event using Google Tag Manager?

First, let’s see the steps required when using Google Tag Manager

Step-1: Log in to your Google Tag Manager console and click on ‘Tags’ in the left-hand side menu.

new event 7

Step-2: Click on the ‘New’ button.

new event 8

Step-3: Give a proper name to your tag and click on ‘Tag Configuration’.

new event 5

Step-4: An overlay will appear on the right-hand side with a list of tag templates. Select ‘Google Analytics: GA4 Event’.

new event 9

Step-5: The ‘Tag Configuration’ window will open like below. Click on the ‘Select Configuration Tag’.

new event 10

Step-6: A drop-down menu will appear. Select ‘None- Manually Set ID’ from the drop-down.

new event 11

Step-7: The next step is to enter the GA measurement ID in the input box.

You can find your measurement ID in the ‘Admin’ section under ‘Data Streams’.

Web Stream details 2
new event 13

Step-8: Specify the name of the event. The event name you provide here will appear in your GA4 analytics reporting. In our case, I am giving the name ‘Lead_genrated’.

Note: This is the same event name we created in the ‘Conversions’ tab.

new event 6

Step-9: Now, let’s create a trigger condition that causes this event to fire with the following conditions

  • Trigger type: Page View
  • This trigger fires on: Some Page Views
  • Condition: Page URL contains ‘thank-you’

Then click on ‘Save’.

new event 14

Step-10: Now, You can do a quick preview and check if the tag is firing correctly.

I am skipping the further steps in GTM since we do not want to divert our focus from the conversion set up in the GA4 property.

Let’s navigate to our GA4 property and click on ‘Realtime’. You should see your conversion happening in real-time when you visit the thank-you page, as below.

new event 16

Once the debugging process is completed, you can publish the GTM container.

Now, if you go to your ‘Conversions’ tab in the GA4 reporting menu, the ‘Lead_genrated’ conversion is tracked.

new event 15

Congratulations!! You have successfully set up conversion tracking by creating a new conversion event using Google Tag Manager.

Now let’s see how can you set up conversion tracking by using the create event functionality in GA4.

How to create a new event in GA4 via the ‘create event’ functionality?

Google Analytics 4 also provides the option to modify and create events in the analytics console only. Note that you can create or modify events based on the occurrence of other events and parameters.

We already have a page view event firing on our thank-you page, and we can use the basic parameters of the page view event to set up our conversion event.

Follow the below steps to create a new event with these conditions.

Step-1: Go to your Google Analytics 4 property and click on ‘Configure’.

configure 3

Step-2: Click on ‘Events’.

configure events

Step-3: Click on ‘Create Event’.

Create events

Step-4: An overlay will appear like below. Click on ‘Create’.

new event 19

Step-5: The ‘Configuration’ window will open like below. Enter a custom event name as ‘Lead_genrated’.

Note: The event name used here must be the same as the event we created earlier in the new conversion event.

new event 20

Step-6: Now, let’s add the matching conditions. Click on ‘Add Condition’.

new event 21

Step-7: Click on ‘Parameter’ to define your condition. It will pop up a drop-down list with available parameters that can be modified. In our case, we will select the ‘page_location’ parameter.

new event 22

Step-8: Now click on ‘Operator’ where you will get another drop-down menu with different conditional operators. We will select ‘Contains’, and in the ‘Value’ input box, type ‘thank-you’.

new event 23

Step-9: Now click on ‘Create’.

new event 19

Congratulations!!

You have successfully created a new event.

You can go to the ‘Events’ tab and check that the ‘Lead_genrated’ event appears in the ‘Events’ tab.

lead generated event

Note: Whenever the user visits the ‘thank-you’ page, Google Analytics 4 will fire a page view and then it will also mark it as a conversion event. You can also check this in your ‘Conversions’ tab of the ‘Reporting’ menu.

lead generated conversion

That is how you can set up conversion tracking in Google Analytics 4.

#1 Google Analytics 4 Intro

  1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
  2. Key Benefits of Using Google Analytics 4 (GA4)
  3. How to upgrade to GA4 (Google Analytics 4)
  4. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  5. Google Signals GA4 – See demographics (gender, age) in Google Analytics 4
  6. Understanding Google Analytics Measurement ID (GA4)
  7. Google Analytics 4 training & tutorial with FREE GA4 ebook
  8. Using the GA4 (Google Analytics 4) Test Property

#2 Google Analytics 4 Integrations

  1. How to connect GA4 (Google Analytics 4) with Google Data Studio
  2. How to link GA4 (Google Analytics 4) with Google Ads
  3. How to link Google Search Console to Google Analytics 4 (GA4)
  4. How to Install Google Analytics 4 on Shopify

#3 Google Analytics 4 Events

  1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
  2. Understanding Event Parameters in Google Analytics 4 (GA4)
  3. Recommended events in Google Analytics 4 (GA4)
  4. Enhanced measurement events in Google Analytics 4 (GA4)
  5. Automatically collected events in Google Analytics 4 (GA4)
  6. How to set up GA4 Custom Events via Google Tag Manager
  7. Events Report in Google Analytics 4 (GA4)
  8. How to rename events in Google Analytics 4 (GA4)
  9. How to use Google Analytics 4 Event Builder

#4 Google Analytics 4 Conversions

  1. Google Analytics 4 Conversion Tracking Guide – GA4 Goals
  2. How to import conversions from GA4 property to your Google Ads account

#5 Google Analytics 4 Dimensions

  1. GA4 (Google Analytics 4) Dimensions Tutorial
  2. GA4 (Google Analytics 4) Custom Dimensions Tutorial
  3. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
  4. Event Scoped Custom Dimensions in GA4 – Tutorial

#6 Google Analytics 4 Metrics

  1. GA4 (Google Analytics 4) Metrics Tutorial with Free Google Analytics 4 Ebook
  2. GA4 (Google Analytics 4) Custom Metrics Tutorial
  3. What are predictive metrics in Google Analytics 4 (GA4)

#7 Google Analytics 4 Ecommerce

  1. GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#8 Google Analytics 4 Specialized Tracking

  1. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
  2. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
  3. GA4 Site Search – Tracking Site Search in Google Analytics 4
  4. GA4 (Google Analytics 4) Scroll Tracking Tutorial
  5. Self-referral Google Analytics 4 – Referral exclusion GA4
  6. GA4 (Google Analytics 4) Data Import Tutorial
  7. Google Analytics 4 Content Grouping – Create Content Groups in GA4
  8. How to track single page apps in Google Analytics 4 (GA4)

#9 Google Analytics 4 filters

  1. GA4 filters – Understanding data filters in Google Analytics 4
  2. How to create and test filters in Google Analytics 4 (GA4)?
  3. Exclude internal traffic in GA4 (Google Analytics 4) via IP filter

#10 Google Analytics 4 Explorations

  1. Free Form Report in GA4 (Google Analytics 4) – Exploration Report
  2. How to use the user lifetime report in Google Analytics 4 (GA4)
  3. How to use Path exploration report in GA4 (Google Analytics 4) – Path analysis
  4. How to use Segment Overlap Report in Google Analytics 4 (GA4)
  5. How to use the Funnel Exploration Report in GA4 (Google Analytics 4) – Funnel Analysis
  6. Cohort Exploration Report in Google Analytics 4 (GA4)
  7. How to Create Landing Pages Report in Google Analytics 4 (GA4)

#11 Google Analytics 4 Advanced

  1. Understanding Google Analytics 4 Sessions
  2. GA4 (Google Analytics 4) Measurement Protocol Tutorial
  3. How to build comparisons (advanced segments) in Google Analytics 4 (GA4)
  4. Understanding Automated Insights in Google Analytics 4 (GA4)
  5. Understanding Channel Groupings in Google Analytics 4 (GA4)
  6. Understanding Data Sampling in Google Analytics 4 (GA4)

#12 Google Analytics 4 Reporting

  1. How to create custom insights in Google Analytics 4 (GA4)
  2. How to use Debug View report in Google Analytics 4 (GA4)

#13 Google Analytics 4 Attribution

  1. Guide to Attribution Models in GA4 (Google Analytics 4)
  2. How to Change Attribution Models in GA4 (Google Analytics 4)?
  3. GA4 (Google Analytics 4) Conversion Paths Report in Attribution
  4. GA4 (Google Analytics 4) Model comparison report in Attribution
  5. Advertising Snapshot in GA4 (Google Analytics 4) Attribution

#14 Google Analytics 4 Audiences

  1. GA4 Audiences – Creating custom audience in Google Analytics 4
  2. How to create a remarketing audience in Google Analytics 4 (GA4)
  3. Understanding Audience Triggers in Google Analytics 4 (GA4)
  4. Google Analytics 4 (GA4) Predictive Audiences – Tutorial

#15 Google Analytics 4 BigQuery

  1. GA4 BigQuery – Connect Google Analytics 4 with BigQuery
  2. How to connect and export data from GA4 to BigQuery
  3. events_ & events_intraday_ tables in BigQuery for GA4 (Google Analytics 4)

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About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade
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