How to Track Conversions in Google Analytics 4

Traffic numbers are nice, but they don't pay the bills. What matters is whether people are actually taking action on your website — filling in a contact form, calling your business, booking a service, or making a purchase. In Google Analytics 4, these actions are called conversions.

Setting up conversion tracking is one of the most important things you can do in GA4. Without it, you have no idea whether your website is actually working for your business. Here's how it works.

What Is a Conversion in GA4?

In GA4, a conversion is any event that you mark as important for your business. An event is simply something a user does on your website — clicking a button, submitting a form, watching a video, or reaching a thank-you page. You decide which events count as conversions by toggling them on in your GA4 settings.

Which Conversions Should You Track?

This depends on your business goals. For a hotel or tour operator, you might track booking completions or enquiry form submissions. For a restaurant, it could be reservation requests or menu downloads. For an online shop, it's purchases. The key is to track actions that directly reflect business value, not just general browsing activity.

How to Mark an Event as a Conversion

In GA4, go to Admin, then Events. You'll see a list of all events being tracked. Find the event you want to mark as a conversion and toggle it on. If the event doesn't exist yet, you'll need to create it using a custom event — this is where Google Tag Manager becomes very useful, as it lets you define when events fire without changing your website code.

Reading Your Conversion Data

Once conversions are set up, you'll find them in the Conversions report under Engagement. You can see how many conversions happened, which pages they occurred on, and — crucially — which marketing channels drove them. This last point is gold: it tells you which of your marketing efforts is actually generating results.

Conversion tracking transforms GA4 from a simple visitor counter into a genuine business measurement tool. It takes some setup, but once it's running, you'll have clear evidence of what's working and what isn't.

Not sure how to set it up? Our Google Analytics service includes full conversion tracking configuration tailored to your business goals.