In Google Analytics, conversions represent actions of the users that are meaningful to you such as buying a product. This feature allows you to manage those meaningful actions apart from normal actions hence can be used as measurement of you business success. Having said that, let's see how we can set conversions in both GA3 and GA4.
List of Contents
UA
In Universal Analytics (GA3), there is conversions are called goals. In one property, you can create up to 20 goals. To set the goals, go to 'admin' -> select 'goals' under the view column
Click '+new goal'
First, we need to set goal. Select either 'template' or 'custome'. They are basically the same but the template option populates some fields automatically (such as the title). After selecting one click 'continue'
In the second step, Enter the name of the goal. For the 'Goal slot ID', it will be filled out automatically so just skip unless you want to change. Then choose one of the types. Types are as follows:
- Destination
- Duration
- Pages / Screens per session
- Event
Destination uses URL address to set the goal when a user landed on the page
For the conditions, we have three of them. 'equals to' makes the goal fire only when the URL addresses are exactly matched. 'begins with' makes the goal fire when page URL starts with the condision URL. Lastly, 'regular expression' uses regex to check the page URL meet the expression used. For example, if you use 'order' the goals will fire whenever the page URL includes 'order'
Click 'save' to create. (you can also check the goal forecast using 'verify this goal')
This option uses a timer to set off goals. Specify the duration and click 'save'
This option uses the number of pages a user has visited to set off goals. Specify the number and click 'save'
This option uses the events you send to the Analytics to set off goals. Match the parameter to the event you are sending and click 'save' (the conditions work the same way as the destination)
Goal Report
To check the goals data, go to 'conversions' -> 'goals' -> 'overview'
How to export conversions to Google Ads
GA4
GA4 provides easier way to set conversions. Unlike UA, GA4 sets converions entirly based on events and requires no configurations.
Go to 'admin' -> 'event' under the property
※ There is chance you might not the custom events not showing on the list, in that case, reference to this post
Conversions Report
To check the goals data, go to 'engagement' -> 'conversions'
In this writing, we have seen what the conversions are and how to set them in Google Analytics.
References
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