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Creating Conversion Goals in Google Analytics (Intermediate)

9 min read


Note: This is the sixth article in our in-depth series on leveraging Google Analytics and Google Tag Manager for WordPress sites. If you haven’t yet explored the previous articles, particularly the one focused on integrating Google Analytics with Google Tag Manager, we recommend doing so to gain comprehensive context and understanding.

Goal: By the end of this article, you will be adept at creating and configuring conversion goals in Google Analytics. This skill is pivotal in understanding and optimising your website’s performance, enabling you to measure key actions and achieve your target objectives.

In the realm of digital analytics, conversion goals in Google Analytics are more than just metrics—they are the benchmarks that define the success of your website. Whether your aim is to generate leads, sell products, or engage users, setting up and analysing conversion goals is integral. These goals provide critical insights into how effectively your website meets your business objectives and where there is room for improvement.

Throughout this article, we will guide you through the nuances of establishing conversion goals in Google Analytics. This exploration is not just about the technical setup; it’s about aligning your digital strategy with quantifiable outcomes. Understanding and applying conversion goals will empower you with the knowledge to tailor your website and marketing efforts more effectively, turning visitor interactions into measurable success.

Understanding Conversion Goals in Google Analytics

Definition and Importance in GA4

In Google Analytics 4 (GA4), conversions are a central measure of how effectively your website achieves specific objectives. A ‘conversion’ in GA4 occurs when a user completes a desired action, which can range from purchasing a product to signing up for a newsletter. By setting up conversions in GA4 based on events, you gain critical insights into user behaviour and the effectiveness of your website in fulfilling its intended purposes.

Types of Conversions in GA4

Completed Action Conversions:

In GA4, conversions that track when a user reaches a specific page, like a thank you or confirmation page, are set up as events. This indicates that the user completed a desired action, such as submitting a form or completing a purchase.

User Engagement Conversions:

GA4 allows for tracking user engagement through events based on session duration. This type of conversion is useful for understanding the level of user interaction and the quality of content on your website.

Event Conversions:

These conversions in GA4 track specific user interactions that don’t involve navigating to a new page. Examples include video plays, file downloads, or clicks on external links. Setting up these conversions requires defining specific events in GA4 to track these interactions.

Engagement Depth Conversions:

GA4 tracks user engagement by counting the number of pages or screens viewed during a session. This is achieved through events that measure user interaction across different pages of your site. A higher count indicates a more engaging website, while lower numbers might point to areas where content or user experience can be enhanced.

Setting Up Conversion Goals 

Step-by-Step Instructions

  1. Log in to Google Analytics:
    Access your GA4 property by logging into your Google Analytics account.
  2. Navigate to the Events Section:
    In the GA4 dashboard, locate and click on the “Events” section. This area allows you to manage and create new events.
  3. Initiate New Event Creation:
    Click on the “Create Event” button to start setting up a new event. This new event will track when users are redirected to a thank you page after newsletter registration.
  4. Set Up Event Details:
    In the event creation interface, you need to define your event. For instance, name your event something descriptive, like “newsletter”. Set the conditions that will trigger this event. In this case, the event should trigger when a user reaches the thank you page (e.g., ““).
  5. Define Trigger Conditions:
    Specify the exact conditions under which the event is recorded. For the thank you page redirection, you might set the condition as “Page URL contains /thank-you”. This ensures the event triggers whenever someone lands on the thank you page after newsletter registration.
  6. Mark as Conversion:
    Once your new event is created, locate it in the list of events and toggle the “Mark as Conversion” switch. This action categorises this event as a conversion goal, allowing you to track how many users complete the newsletter registration process.
  7. Test and Confirm the Event:
    To ensure everything is set up correctly, test the event by going through the newsletter registration process yourself and getting redirected to the thank you page. Then, check in GA4 to see if the event is recorded as a conversion.
  8. Review Conversion Data:
    Regularly check the “Conversions” report in your GA4 dashboard. This report will show how many users are completing the newsletter registration, providing valuable insights into the effectiveness of your newsletter sign-up process.
  9. Optimise Based on Data:
    Use the data collected to make informed decisions. If the number of conversions is lower than expected, you might need to investigate and optimise the sign-up process or the placement of the newsletter registration form on your site.

Practical Examples for Each Type of Conversion in GA4

Conversion from a Completed Action Example:

An e-commerce site tracking when a user reaches a purchase completion page. In GA4, this is set up by creating an event that triggers upon reaching this page. This conversion tracks the effectiveness of the checkout process and the sales funnel.

Engagement Duration Conversion Example:

A blog aiming to engage readers. In GA4, you can track this by creating a conversion based on the duration of a session. This helps understand if visitors find the content engaging and spend significant time on the site.

Event Conversion Example:

A website featuring an instructional video. Set up a conversion in GA4 by creating an event that triggers when the video is played. This helps measure the video’s effectiveness in engaging users.

User Engagement Conversion Example:

An online magazine tracking the number of articles read per session. In GA4, this can be done by creating an event that triggers each time an article is viewed and then measuring the number of these events per session to assess user engagement and content appeal.

By understanding how to set up these various types of conversions in GA4, you can significantly enhance your ability to measure and analyse the success of your website. GA4 allows you to translate user actions into actionable data, offering clear insights into how effectively your site meets its objectives and highlighting areas for improvement.

In the next section, we’ll explore the practical application of these conversion types in GA4, including how to tailor them to different types of websites and interpret the data derived from conversion tracking.


Practical Application in GA4: Tailoring Conversion Events for Different Website Types

Understanding how to adapt conversion tracking in GA4 for various types of websites is key to gaining meaningful insights. Each website type has unique goals, and setting up appropriate conversion events in GA4 is essential for reflecting these objectives.

E-commerce Sites:

In GA4, e-commerce sites should focus on conversion events that track the entire purchasing process. This includes creating events for adding items to the cart, viewing the cart, initiating checkout, and completing a purchase. Additionally, tracking interactions with product pages, like clicks on ‘Buy Now’ buttons, can be set as conversion events. Analysing these events provides insights into the purchasing journey, identifying areas for improvement in the checkout process or product page design to potentially increase sales.


For blogs, conversion events in GA4 might include time spent on a page or the number of articles read in a session. These events help gauge reader engagement and content effectiveness. The data from these conversions can inform content strategy, highlighting popular topics or formats that drive longer engagement.

Business or Corporate Websites:

For these sites, important conversion events in GA4 could be form submissions, brochure downloads, or interactions with service pages. Tracking these events helps understand the effectiveness of lead generation and user interest in services or products.

Interpreting Conversion Event Data in GA4

Analysing GA4 conversion data goes beyond counting conversions. It involves examining user paths leading to conversions, the interactions preceding them, and the conversion timeline. This analysis can guide improvements in website design, content placement, and marketing strategies. High-conversion pages offer insights into effective elements, while low-conversion pages may need optimisation.

By effectively applying conversion events in GA4, you gain a comprehensive understanding of user behaviour and interactions, providing a roadmap for continuous improvement and alignment with your website’s objectives and user needs.


In summary, conversion goals in Google Analytics are indispensable tools for any website owner seeking to understand and improve their online presence. These goals provide a lens through which you can view user interactions on your site, translating actions into measurable outcomes. Whether your site is focused on e-commerce, content, or business services, appropriately configured conversion goals offer invaluable insights. They enable you to track the effectiveness of your web pages, understand user behaviours, and identify areas requiring optimisation. By analysing this data, you can make informed decisions to enhance your website’s user experience, streamline the conversion process, and ultimately drive better results aligned with your business objectives.

Looking ahead, our next article in this series will delve into the world of Google Tag Manager, specifically focusing on creating custom tags. This topic is crucial for those aiming to tailor their tracking setup to capture unique user interactions and specific site activities. We will guide you through the process of creating these tags, demonstrating their versatility and importance in collecting specialised data to inform your website’s strategic development. Stay tuned to advance your skills in leveraging the full potential of Google Analytics and Google Tag Manager.

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