How to set up conversion tracking in GA4 (Google Analytics 4)

In this article, I am going to talk about setting up conversion tracking in a Google Analytics 4 property.

A conversion on a website or app can be any crucial activity which is important to your business. For example, submitting a form, signing up for email newsletter, or purchasing a product (transaction).

Conversions in Google Analytics 4

In the earlier legacy version of Google Analytics, which is also called as 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 events that are captured.

You can set up as many conversions as you want and there is no limit to mark 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 simply clicking the ‘Conversion’ tab available in the ‘Reporting’ menu.

Setting up conversions 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. Some of them are automatically tracked by GA4 and some are custom events tracked using Google Tag Manager. I can mark any of these events as a conversion.

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

Step 1: Go to your Analytics 4 property and click on ‘All Events’.

Step 2: 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’, ‘Form_submit’ and ‘News_letter_sign_up’ are important events and can be marked as conversions.

Step 3: Now click on the ‘Conversion’ tab available in the ‘Reporting’ menu. You will see your important events are now available as conversions.

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

Setting up conversions 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 conversion event.

Step 1: Click on the ‘Conversions’ tab. There you will find the ‘New Conversion Event’ button. Click on the button.

Step 2: An overlay will appear as below prompting you to provide a new event name. Give your new conversion event a descriptive name. As an example, we are going to 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’.

Step 3: Now click on ‘Save’.

Step 4: You can see now in the ‘Conversions’ tab our newly created event ‘Lead_genrated’ being shown, as below

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)

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.

Step 2: Click on the ‘New’ button.

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

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

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

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

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’.

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 as ‘Lead_genrated’.

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

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’.

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 GA4 property.

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

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, you will see the ‘Lead_genrated’ conversion is getting tracked.

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.

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

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 ‘All Events’.

Step 2: Click on ‘Create Event’.

Step 3: An overlay will appear like below. Click on ‘Create’.

Step 4: 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 that we created earlier in the new conversion event.

Step 5: Now let’s add the matching conditions. Click on ‘Add Condition’.

Step 6: 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.

Step 7: 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’.

Step 8: Now click on ‘Create’.

Congratulations!! You have successfully created a new event. You can go to the ‘All Events’ tab and check that the Lead_genrated event is appearing in the ‘Events’ tab.

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 ‘Conversion’ tab of the ‘Reporting’ menu.

So, that is how you can set up conversion tracking in Google Analytics 4.

Related Articles on GA4 (Google Analytics 4):

  1. What is Google Analytics 4 (GA4) – The Apps + Web Property
  2. How to upgrade to Google Analytics 4 (GA4) 
  3. How to set up cross-domain tracking in GA4 (Google Analytics 4)
  4. How to setup enhanced measurement tracking in GA4 (Google Analytics 4)
  5. How to set up event tracking in GA4 (Google Analytics 4)
  6. How to connect GA4 (Google Analytics 4) with Google Data Studio
  7. How to connect GA4 (Google Analytics 4) with Google Ads
  8. How to connect GA4 (Google Analytics 4) with BigQuery
  9. Analysis Hub Google Analytics – How to use the Exploration Report in GA4
  10. How to set up Custom Events in GA4 via Google Tag Manager
  11. How to set up site search tracking in GA4
  12. How to set up scroll tracking in GA4
  13. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  14. How To Set Up Ecommerce Tracking in GA4 (Google Analytics 4)
  15. Google Signals for GA4 – How to see gender, interest and age data in Google Analytics 4
  16. How to block internal traffic in GA4 (Google Analytics 4)
  17. How to import conversions from GA4 property to your Google Ads account

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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