Introduction

GA4 is a tool created to provide accurate information and comes with privacy controls that allow users to measure performance without compromising their privacy. These controls include cookieless measurement and conversion modeling.

Compared to Universal Analytics (UA), GA4 has several changes and new features such as an event-based data model instead of session-based, and conversion replacing goals. We have previously discussed how to install and track events with GA4, and now it's time to set up conversions.

Conversions are significant occurrences that we want to track in Google Analytics, and we can configure them using GA4. This blog will explore how to measure conversions with GA4, including the various options available. Additionally, we will briefly examine the concept of Google Analytics targets, which was used to define conversions in older versions of GA.

To elaborate, GA4 is designed to provide reliable and accurate data while also prioritizing user privacy, which is achieved through privacy controls such as cookieless measurement and conversion modeling. One of the notable differences between GA4 and UA is the shift from a session-based data model to an event-based one, and the replacement of goals with conversions. We have previously covered the installation and tracking of events with GA4, and now it is time to focus on configuring conversions.

Essentially, conversions are specific actions that we consider important, and we inform Google Analytics of their significance. This blog post will cover how to measure conversions with GA4 and the different options available for doing so. Additionally, we will briefly touch on the concept of Google Analytics targets, which defined conversions in previous versions of GA.

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How to Define a Conversion in GA4

In GA4, there are two ways to define conversions that are important to your business. This can be done by:

• Marking already-tracked events as conversion
• Creating a new custom conversion from tracked events

Steps to Setting Already-Tracked Events as Conversion

If you are looking at having already-tracked and active events marked as conversions, the below steps will help you achieve just that.

Step 1: Navigate to your GA4 property and Select the EVENTS option from the ADMIN section.

Step 2: The event window shows a list of currently tracked events as well as the opportunity to mark each event as a conversion. Now toggle the switch beside the occurrences you wish to designate as conversion and the colour will change to blue which represents "ON".

Step 3: Next, click the conversion tab to see a list of conversion-tagged events.

You can also revoke any event from the list of conversion events by toggling the switch next to any of the events displayed in the conversion window.

The Shift from Goals to Conversions in Google Analytics 4

Google Analytics has been an essential tool for businesses to measure their website's performance and track user behavior for many years. In the past, Google Analytics users were familiar with the term "Google Analytics Goal," which referred to conversions. However, with the introduction of Google Analytics 4 (GA4), the concept of goals has been replaced by conversions. This shift is more of a cosmetic change that was long overdue, and it reflects the increasing importance of user engagement and the need for more nuanced metrics that better capture the user journey. This article will explain the differences between goals and conversions, the types of conversions available in GA4, and how to configure conversions in GA4.

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The Difference Between Goals and Conversions

In the previous version of Google Analytics, goals were used to track and measure specific actions that a user took on a website, such as completing a purchase, filling out a form, or spending a specific amount of time on a page. Goals were limited to a predefined set of actions, and users could create up to 20 goals per GA view. However, with GA4, the focus is on events, and it's up to users to send them and mark the most important ones as conversions.

Types of Conversions Available in GA4

In GA4, there are three types of conversions available: predefined, custom, and smart.

Predefined Conversions

GA4 includes a list of predefined conversions that cannot be disabled. These conversions include:

first_open (applies to mobile applications)

app_store_subscription_convert (applies to mobile applications)

app_store_subscription_renew (applies to mobile applications)

in_app_purchase (applies to mobile applications)

purchase (applies to websites and mobile applications)

To view the list of predefined conversions, go to your GA4 property, then go to Admin > Conversions.

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Custom Conversions

Custom conversions allow users to define a conversion based on specific events or groups of events. To create a custom conversion, go to Admin > Conversions, then press New conversion event, and enter the event’s name. For example, if you have an event called ebook_downloaded, you can turn it into a conversion by entering its name. Once you do that, wait for up to 24 hours, and you will start seeing conversion data in the list of all Conversions.

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Smart Conversions

Smart conversions use machine learning to automatically detect and optimize for conversions based on user behavior. To use smart conversions, go to Admin > Conversions, then select Smart. GA4 will then start analyzing user behavior and automatically identify the most important events to mark as conversions.

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How to Mark Events as Conversions in GA4

Google Analytics 4 (GA4) allows you to track and analyze user behavior on your website or app. One important aspect of this is identifying and tracking events that are important for your business. Conversions, in particular, are events that signify a user completing a desired action on your site, such as making a purchase or filling out a form. Here's how you can mark events as conversions in GA4.

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Turning on Conversions

To mark an event as a conversion, you need to go to the Admin section and then select "All Events" from the left sidebar. This will show you a list of all the events that are being tracked by GA4. Next, you can switch the toggle button next to the event that you want to mark as a conversion. For example, if you have an event called "ebook_downloaded," you can turn it into a conversion by flipping the switch. Note that this will only apply to new data going forward, and past events will not be turned into conversions retroactively.

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Creating Custom Events

If you want to create a custom event and mark it as a conversion, you can do so by going to the Admin section and selecting "Conversions." From there, you can click on "New conversion event" and enter the name of the event that you want to create. For example, you can create an event called "welcome_page_visit" for users who land on your site's welcome page. Once you've entered the name, you'll need to wait up to 24 hours for the event to start appearing in your conversion reports.

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Matching Conditions

To ensure that your custom event is only triggered when specific conditions are met, you can set up matching conditions in GA4. For example, if you want to track page views only on your welcome page, you can set up the following conditions:

Event name equals "page_view"

Page location contains "/welcome/"

This will create the "welcome_page_visit" event only when a user views your welcome page.

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Benefits of Creating Custom Conversions

Creating custom conversions allows you to track and analyze user behavior more accurately. By marking specific events as conversions, you can measure the success of your marketing campaigns and identify areas for improvement. Additionally, custom conversions can be used to set up goals in GA4, which can help you track progress towards specific business objectives.

Marking events as conversions in GA4 is a crucial step in tracking and analyzing user behavior on your website or app. By using the Admin section and creating custom events with matching conditions, you can accurately track and measure user actions that are important for your business. This information can help you make data-driven decisions and optimize your website or app to improve user engagement and achieve your business objectives.

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Where to Find Conversion Data in Google Analytics 4 Reports

Google Analytics 4 (GA4) has introduced a range of changes and improvements to the conversion tracking process. If you're wondering where to find conversion data in GA4 reports, there are several places to look. In this article, we'll explore a few of the most common locations where conversion data is available, including the Admin section, Acquisition reports, Monetization reports, and Exploration reports.

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Admin > Conversions Section

One of the most straightforward ways to find conversion data in GA4 is to navigate to the Admin section and select the Conversions tab in the left sidebar menu. This will give you an overview of all events that you have marked as conversions, along with their associated metrics.

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Acquisition > Traffic Acquisition

If you're interested in seeing how different sources of traffic are contributing to your conversions, you can navigate to Acquisition > Traffic Acquisition in the GA4 interface. From there, you'll see a table that includes a column for Conversions, which shows the number of conversions attributed to each traffic source.

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Monetization Reports

If you've implemented ecommerce tracking in GA4, you'll be able to see conversion data in the Monetization reports. These reports provide detailed information on transactions, revenue, and other key metrics related to ecommerce activity.

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Exploration Reports

Finally, if you want to explore conversion data more deeply and see how different metrics are related to one another, you can use the Exploration feature in GA4. This allows you to create custom reports that include the Conversions metric, along with other relevant dimensions and metrics.

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Changes to Conversion Tracking in GA4

It's worth noting that GA4 has introduced a number of changes to the conversion tracking process. For example, the term "GA4 goals" has been replaced with "Conversions," which is a more intuitive and accurate description of what these metrics represent.

Additionally, the process of configuring conversions has been streamlined in GA4. You can now quickly turn any event into a conversion by clicking a toggle button next to it in the All Events list. Alternatively, you can use the Create Event feature or plan your event names more carefully to ensure that only the most important interactions are tracked as conversions.

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Conclusion

In conclusion, there are several places to find conversion data in GA4 reports, including the Admin section, Acquisition reports, Monetization reports, and Exploration reports. As you navigate the new features and changes introduced in GA4, it's important to stay up-to-date with the latest best practices for conversion tracking and measurement.

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You can also check out our blogs on the key features of GA4 and GA4- From a Business owner’s perspective to better understand GA4 and adapt timely as well as effectively to GA4. Alternatively, you can also check out Our Offerings in terms of GA4, if you’d like to explore the option of us coming in and doing it for you.

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