What is Conversions (GA4)?
TL;DR
In Google Analytics 4, any event you designate as particularly valuable to your business. Mark events as conversions to track them prominently in reports and use them for optimization. Common conversions include form submissions, phone calls, purchases, newsletter signups, and appointment bookings. GA4 allows up to 30 conversion events (vs. only goals in Universal Analytics). Be strategic, not every action is a conversion. A "conversion" should represent meaningful business value, not just engagement. Once marked, conversion data appears throughout GA4 reports, attribution analysis, and can be imported into Google Ads for campaign optimization. Review your conversion setup quarterly to ensure you're measuring what actually matters to your business.
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Frequently Asked Questions About Conversions (GA4)
What should I mark as a conversion?
Actions with clear business value: form submissions, phone clicks, purchases, appointment bookings, quote requests. Don't mark engagement actions (scroll, video play) as conversions unless they directly indicate purchase intent.
How many conversions should I have?
GA4 allows 30, but most businesses need 3-8. Common setup: contact form, phone click, chat initiated, purchase (if applicable). Too many conversions dilutes focus. Each should represent real business value.
How do I mark an event as a conversion?
In GA4 Admin > Events, find the event and toggle 'Mark as conversion.' Or go to Admin > Conversions and add events directly. Events must exist before you can mark them, make sure tracking is in place first.
How do conversions work with Google Ads?
Link GA4 to Google Ads, then import conversions. Google Ads can use these to optimize bidding (Target CPA, Target ROAS) and report campaign performance. Accurate conversion tracking is essential for PPC success.
Why aren't my conversions showing up?
Common issues: event tracking not firing correctly, event not marked as conversion, conversion added after the data was collected (not retroactive), or data processing delay (up to 24-48 hours). Use GA4 DebugView to test.
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