How to Set Up and Track Conversions in Google Analytics 

A person that is looking to analytics

Google Analytics 4 (GA4) is the latest version of Google’s popular web analytics platform. It is designed to be more flexible and future-proof than its predecessor, Universal Analytics (UA). One of the new features of GA4 is the ability to track website conversions

What Is a Conversion? 

A conversion is a completed action that you want visitors to take on your website. This could be anything from making a purchase to signing up for a newsletter. Tracking conversions is important because it allows you to measure the effectiveness of your marketing campaigns and website design. 

How to Set up Conversions in Google Analytics 

here are two main ways to set up conversion tracking in Google Analytics 4: 

1. Manually create a conversion event 

This method involves creating a custom event for each conversion you want to track. This is a good option if you have a small number of conversions to track. 

2. Use Google Tag Manager (GTM) 

GTM is a tag management system that makes it easy to manage and fire tags on your website. You can use GTM to fire conversion events automatically without having to manually code them into your website. This is a good option if you have a large number of conversions to track. 

Instructions for Manually Creating a Conversion Event 

1. In your Google Analytics Google Analytics (GA4) property, go to Admin > Events

GA4 - Event Settings

2. Click “Create event” 

GA4 - Create Event

3. Click “Create” and you will be directed to an event creation.

Cutom Events - Create

4. Enter a name for your event. For example, if you want to track a form submission, you could name your event “Form_Submit”. Under Matching conditions, enter the criteria that will trigger your event. For example, if you want to track a purchase, you could enter the condition “page_view contains /thank-you.html”

Form Submission

5. Click “Create” 

Create Events - Configuration

6. When the event created reflects in the existing events, just click the slider to mark it as a conversion event.

Conversion Form

Instructions for Using GTM to Create a Conversion Event

1. Create a new tag in GTM. 

New Tag in GTM

2. Click on Tag “Configuration and select Google Analytics: GA4 Event” as the tag type. 

3. Configure the tag settings, including the event name and matching conditions. 

Note: the measurement id is your GA4 measurement id that you want this tag to fire.

Configure Tag Settings

4. Add a trigger to the tag that will fire when your conversion event occurs. For example, you could create a trigger that fires when a user submits a form. Click “Save” once done configuring. 

Trigger Configuration

5. Add additional parameters if you want more information that GTM would send to GA4. Once done, save your tag and submit your changes to GTM. 

Save Parameters
Submit the Saved Parameters

6. Wait for 24-48 hours before the event tag created in GTM would reflect in the GA4 events. Once the form submit event is reflected in the GA4 data, select it as a conversion event.

Conversion Form Image

Here are some additional tips for setting up conversion tracking in GA4: 

  • Use a consistent naming convention for your conversion events. 
  • Make sure that your conversion events are firing correctly. You can use the GA4 “Debug View” tool to test your events 


Google Analytics 4 (GA4) introduces enhanced capabilities for tracking website conversions, which are crucial actions visitors take on a website. These conversions are essential for analyzing the success of marketing efforts and website usability. 

Need regular help with marketing tasks?

If you need continuous help with the website, design, and content, you should consider subscribing to a marketing department.

With that, you have access to an entire marketing department consisting of a web developer, designer, content producer and digital marketer for a minimum of 32 hours per month.

Don’t forget to share this post!

Explore More Marketing Tips!

LinkedIn Analytics Feature Image
How to Use LinkedIn Analytics to Improve Your Content Strategy
If you’re looking to get the most out of your LinkedIn content, using LinkedIn Analytics is a must....
Scroll to Top