Conversion tracking with Google Analytics 4

Google Analytics 4 (GA4) is the latest tool to learn about your audience. It could give you insight into customer behaviour and patterns. There are many parameters to assess the target audience, Conversion being one of them.

By the word ‘Conversion’, we mean the number of customers who reached the target goals like subscriptions, purchases, etc. This data directly gives the picture of revenue generated against your marketing efforts. Hence, it is an indispensable parameter to assess your success.   

Why is conversion important?

The data on Conversion gives you the result of your advertising.

With data on Conversion, you could analyse the acquisition and engagement on your website. You can bid on conversions with this data and optimize your campaigns to maximise the results. Track down the user’s path to conversion and target those converted customers.

With all these steps, you can focus on what works and what does not, and conduct a successful marketing campaign.        

Conversion in GA4

Conversion measures the important user interactions that lead to revenue generation.

Earlier, the word ‘conversion’ was identified as ‘goals’ under the older version of GA known as Universal Analytics. The completion of a Conversion was marked when the Goal was achieved. There was a limit of 20 goals per property. To add more, you had to create additional Goals or edit an existing one.

With GA4 in effect, the concept of Goals has been scrapped, and you can define the Conversions directly in the GA4 reporting interface relying on the captured events. There is no limit on marking events as conversions under GA4. Existing events could be easily marked as conversions. Also, the events could be modified or a new one could be simply added for further analysis.

How to set up conversions in GA4

There are three options to set up Conversions in GA4.

• Using an existing event– In case your website has broad or common actions that users perform, then you can use this option. For example, if people tend to purchase from your website, which is already mentioned as an event could be marked as a conversion.
• Creating a new event– If you want to mark a specific page as a conversion that is not included in the existing list, you can create a new one. If you select a Pageview event for your conversion, it will end up showing results for that page alone. You need to create a new event based on an existing event in GA4. You don’t need to modify your implementation. All this could be done within GA4 itself.
• Use Google Tag Manager– if nothing above is applicable you can go with this option that can help track a custom event.

Tracking conversions

This is another tricky area. In GA4, a suitable event must be recorded before converting it to a conversion report. Depending on the options selected in GA4, there will be some events reported automatically. For example, the pages people view on your website will be automatically reported. For specific information other than the ones reported automatically, you need to use the ‘Enhanced Measurements’ feature that could track down outbound links, people watching embedded videos, and files downloaded.  

All or any of the existing events can be marked as Conversion. Go to the ‘All Events’ tab in GA4  and toggle the switch for the ‘ Mark as Conversion’ to the right. After it is done, the GA4 will count the events and report under Conversion.

In case, people are viewing a specific Thankyou page and you need the data, create a new event based on the existing Pageview event and mark it as a conversion. To do this, go to the ‘All Events’ report and select ‘Create Event’  on the top right of the report. You can give your custom event a name and set the conditions accordingly. this new configuration will trigger a new ‘Lead Form’ event based on the views.

This makes Conversion data a powerful form of analysis that can be easily tracked through Google Analytics 4. This empowers and revolutionizes the marketing world. And any business decision taken based on this data analysis will be a success. Hence, keep yourself updated to lead your industry.

With all this turmoil of tech info, you might be a little confused about how to go about it. Need not worry, as there is Viral Mafia, a  Digital Marketing Agency in Kochi with branches in Calicut and Thrissur. Viral Mafia is the best Growth Hacking Agency in Kochi and has an expert team with more than 50 team members who are well-versed in these technical advancements in the world of digital marketing.

Viral Mafia offers services like Lead Generation Campaigns, Search Engine Optimisation, Search Engine Marketing, E-Commerce Marketing, Social Media Marketing, Content Marketing, Online Reputation Management, Web designing, and Data Analytics to industries like Education, Healthcare, Automobile, Retail Hospitality and E-Commerce.