Set up Conversions in Google Analytics 4 (GA4)

Conversions in GA4 are a key metric to put in place for attribution reporting. Here's how to set them up.

  1. In GA4, go to Configure

  2. In Events: review the existing list of events and mark any as conversions as appropriate (i.e. purchase, file_download, form_submit are common)
  3. We recommend setting up new events to meet your website's unique needs. These can then be marked as conversions and will appear in conversion reports in GA4

Set up new GA4 events (thank you page example)

  1. Click Create Event
  2. This is where you will see your list of Custom Events
  3. Click Create
  4. Let's configure your new event rules for a thank you page conversion
  5. Give the event a name. Use lowercase letters and underscores only. i.e. thank_you_pageview
  6. Choose the Parameter name from the list of drop downs.
    We'll go with page_location for this example
  7. Since we are tracking a page view of a thank you page, we can set the Matching conditions like so:

    (or whatever your thank you page URL looks like)
  8. Click Create
  9. Your custom event will now appear in the list

Mark events as conversions (thank you page example)

You've now set up custom events, but these aren't 'conversions' yet. Events and Conversions are two separate metrics we can report on in Google Analytics.

Not all events = conversions.

You can mark events as conversions if they meet your business's definition of a conversion.

For example, a file download is a default event in GA4. But you might not consider this a conversion.

A form submission may also be a default event in GA4 or a custom event that you set up. This is probably a conversion for your business.

In the list of events, you can mark an event as a conversion.

The event you just set up can take up to 24 hours to appear in the list.

If you don't want to wait that long, here's a workaround:

  1. Navigate to Configure > Conversions.
  2. Click New conversion event.

  3. Type in the event name exactly as you did when you created the custom event
  4. Once your custom event starts picking up data, it will appear in both the Configure > Events and Conversions lists.
  5. We recommend checking back in 24 hours or more to check that the event and conversion have appeared in the list and are gathering data.