How to Easily Create and Track Conversions in Google Analytics 4

What Is a Conversion in Google Analytics 4?

A conversion is an important action that you want visitors to complete on your website or mobile app. In Universal Analytics these were called Goals, while Google Analytics 4 uses Events that can be marked as conversions.

Examples of conversions include starting a free trial, subscribing to a newsletter, making a purchase, or calling your business.

Micro and Macro Conversions

Conversions can be divided into micro conversions and macro conversions.

• Micro conversions are smaller actions such as newsletter subscriptions or PDF downloads that lead users toward a larger goal.
• Macro conversions are your primary business objectives, such as purchases or completed lead forms.

Why Conversion Tracking Matters

Since everything in GA4 is an event, you first create or identify an event and then mark it as a conversion.

Tracking conversions helps you understand which user actions contribute to business success.

Benefits of Tracking Conversions

Conversion tracking provides valuable insights into website performance and marketing effectiveness.

• Understand what is working and what needs improvement.
• Measure and optimize advertising campaigns.
• Reduce wasted marketing spend.
• Improve decision-making using real user data.

How to Configure Conversions in Google Analytics 4

GA4 supports two methods for configuring conversions.

• Predefined conversions
• Custom conversions

Predefined Conversions

Google Analytics 4 includes several predefined conversions that are available by default. Most apply to mobile applications, while the purchase conversion also supports websites.

• first_open
• app_store_subscription_convert
• app_store_subscription_renew
• in_app_purchase
• purchase

Custom Conversions

Custom conversions allow you to define the events that are most important to your own business. These are created and managed directly inside your GA4 property.

Setting Up Conversion Tracking

To configure conversions, you must have the Editor role in your Google Analytics 4 property. You can either mark an existing event as a conversion or create a completely new event.

Mark an Existing Event as a Conversion

Existing events can quickly be converted into conversion events without creating additional tracking.

• Open Configure → Events.
• Locate the existing event.
• Enable the 'Mark as conversion' option.

Create a New Event

If the required interaction is not already available, create a custom event first and then mark it as a conversion.

• Open Configure → Events.
• Click Create Event.
• Provide a descriptive event name.
• Define the triggering conditions.
• Save the event and mark it as a conversion.

Start Tracking Conversions Today

Conversion tracking helps you understand visitor behavior and measure business success more accurately.

By configuring meaningful conversions in GA4, you can optimize marketing performance and make better data-driven decisions.