onversions in Google Analytics 4 are the most important events that drive your business forward. Yet, many organizations don’t track conversions, or do it wrong. And that can seriously slow their growth or cost tons of money. Let’s fix that. Now.
Key Takeaways
- Conversions are often confused with KPIs, but they are different beasts. One distracts you, the other pushes your business forward.
- GA4 has some suggestions for self employed data conversions, but in most cases it is best to mark other events as conversions.
- Businesses and the internet constantly evolve, and that’s why you have to review and test your conversions in GA4 regularly.
- GA4 shows conversion data in many reports and you can also use it as dimensions in exploration reports.
- Follow the steps in our free GA4 conversion guide and watch your business grow.
What are conversions in Google Analytics 4, anyway?
GA4 conversions are events that happen on your site, web shop or app and that drive your business forward.
Put differently: conversions are actions that visitors do on your site and that bring in money, now or at a later stage.
2 examples of events that are not really conversions
You can track many things in GA4, and all that data is useful for a zillion reasons. Yet, not every micro action that happens on your site or app brings in money.
Here are two examples of events that can content curation in b2b: what it consists of and the main tools easily be misinterpreted as good candidates for conversions.
A visit to your contact page
It is wishful thinking to consider someone who visits your contact page as a lead.
After all, the user could have clicked on a link that was configured wrongly.
A user scrolls to the end of a meaty blog post
Scrolling to the end of an article is a good sign. Visitors are interested in your content and want to see what is there at the bottom.
There may, for example, be a great opportunity to grab a free PDF manual that explains conversions in GA4 step-by-step.
But scrolling itself is not bringing in money. It’s just a step in the right direction.
2 examples of useful conversions
Site visitors take a lot of steps before they actually bring in money. They go through a funnel and it is tempting to see every step as a conversion.
What you actually need to focus on is the last step.
That is the event that is worth being china data marked as a conversion.
Purchase
Someone who checks out on a web shop brings in revenue. That differs from, for example, someone who simply adds a product to the cart. (And then gets distracted by a phone call).
Calling your sales department