Conversion tracking is a critical component of any digital marketing campaign. It helps you measure the success of your online advertising efforts by tracking specific actions or events that indicate user engagement or progress toward a desired outcome. Google Analytics 4 (GA4) is a powerful tool for tracking these conversions and provides insights that can help you optimize your marketing efforts.
In this article, we will explore how to set up conversion tracking in GA4, including the types of conversions you can track and how to create conversion events. We will also discuss best practices for conversion tracking and common issues to watch out for.
Types of Conversions in GA4
Before we dive into the specifics of setting up conversion tracking in GA4, it’s important to understand the different types of conversions that can be tracked. In GA4, there are two main types of conversions: standard and custom.
Standard conversions are pre-defined events that Google Analytics 4 tracks by default. These events are based on actions that users take on your website or app, such as pageviews, clicks, or form submissions. Standard conversions are organized into four categories:
Engagement: These events track user interactions with your website or app, such as scrolling, clicking on a button, or watching a video.
Monetization: These events track revenue-related actions, such as completing a purchase, adding a product to a cart, or initiating checkout.
Ecommerce: These events are specific to ecommerce sites and track actions related to product views, add-to-cart clicks, and purchase completions.
Retention: These events track actions related to user retention, such as app opens or returning visits.
In addition to standard conversions, GA4 allows you to create custom conversions that track specific actions or events on your website or app. Custom conversions are useful for tracking actions that are unique to your business and are not included in the standard events.
Creating a Custom Conversion Event
Now that we have covered the types of conversions in GA4, let’s explore how to create a custom conversion event. To create a custom conversion event, you need to define the event parameters and set up the event tracking code on your website or app.
Step 1: Define the Event Parameters
To define the event parameters, you need to decide what action or event you want to track and what attributes you want to capture. GA4 allows you to track up to 25 different event parameters, including:
Event name: This is the name of the event you want to track, such as “Contact form submission” or “Add to cart.”
Event category: This is the broad category that the event falls under, such as “Form submission” or “Ecommerce.”
Event action: This is the specific action that the user took, such as “Submit” or “Click.”
Event label: This is an optional label that provides additional context or details about the event, such as the name of the product or page
Event value: This is an optional numeric value that represents the event’s monetary value, such as the total purchase amount.
Step 2: Set up the Event Tracking Code
Once you have defined the event parameters, you need to set up the event tracking code on your website or app. There are several ways to do this, depending on your technical expertise and the platform you are using.
Google Tag Manager: If you are using Google Tag Manager (GTM), you can create a new tag that fires the custom event when a specific trigger is met. To set up the tag, you will need to define the event parameters and create a trigger that fires the tag when the event occurs.
Google Analytics Tracking Code: If you are using the Google Analytics tracking code directly on your website or app, you can use
Disclaimer: Google tag manager belongs to Google property
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