Google Analytics 4 Conversions: How to Set Up and Analyse Them

If you are already tracking your Google Analytics KPIs, the next step is to make your GA4 conversion tracking reliable and, crucially, interpretable—rather than stopping at a simple count. This article focuses exclusively on conversions in Google Analytics (and how to read them through an SEO/GEO lens), without re-covering the fundamentals already addressed in the pillar piece.

Conversions in Google Analytics 4 (GA4): Set Up, Attribute and Use Them for SEO and GEO

In GA4, a conversion is no longer a "goal" defined by a type (destination, duration, pages per session). Instead, it is built from events and then analysed using acquisition dimensions and attribution models. For SEO and GEO, the challenge is twofold:

 
• Measure the value created by organic landing pages (not just session volume).
 
• Understand the contribution of assisting content (informational pieces, comparisons, FAQs, local pages) across multi-touch, often multi-visit journeys.

Why You Should Connect Conversions, Content and Organic (SEO) and Generative (GEO) Acquisition

Content can "perform" (impressions, clicks, sessions) without driving business outcomes. Conversely, a low-traffic page can produce highly qualified leads. To make the right calls, you need to connect:

 
• Landing page (SEO content, local page, solution page) →
 
• Micro-conversions (CTA click, pricing page view, download) →
 
• Macro-conversion (demo request, qualified form submission, purchase) →
 
• Value (if you model it, even approximately).

In practice, this requires consistent instrumentation (a measurement plan) and a channel-aware reading, including ambiguous cases such as Google Analytics direct traffic or Google Analytics referral traffic, both of which frequently appear in multi-visit journeys.

GEO Angle: How Generative AI Answers Affect Visibility and Conversions

GEO changes the classic "impression → click → session → conversion" mechanic. A growing share of searches ends without a click (often described as "zero-click"), while generative answers redistribute attention. Based on market data compiled in our GEO statistics resource, the rise of AI answers is accompanied by a marked increase in referral traffic from generative AI platforms (and significant click volatility). From a measurement standpoint, this means you should place more weight on micro-conversions (intent signals) and analyse conversion paths more closely, because exposure can precede a click by several days—or happen without an immediate click at all.

What Conversions Mean in GA4: What a Conversion Is and What Has Changed

In GA4, a conversion is created from an event. Google has also evolved the terminology: in May 2024, Google renamed "conversions" to key events in the Analytics interface, and "conversion rate" became "key event rate". The word "conversion" is still used, particularly when key events are shared with Google Ads, to reduce long-standing confusion between Analytics and Ads counting (source: annedevillers.com).

From Goals (Universal Analytics) to Conversion Events in GA4: Goals vs GA4 Conversions

Universal Analytics let you create goals using four methods (destination, event parameters, duration, pages per session), with a limit of 20 goals per view. GA4 uses an event-based approach: you collect events and then mark some as key events, with a limit of 30 key events per property (source: annedevillers.com). In practical terms, migrating from UA to GA4 means:

 
• identifying what you treated as a goal in UA;
 
• defining (or retrieving) the equivalent event in GA4;
 
• marking that event as a key event.

For a focused refresher on the goal logic, see our dedicated article on Google Analytics goals.

Events vs Conversions in GA4: Common Pitfalls

GA4 can collect a great many events (automatic, enhanced measurement, recommended, custom). The best practice, however, is to mark only genuinely business-critical actions as key events (purchase, lead, qualified sign-up). Otherwise, you create noise and rates that are difficult to interpret.

A common mistake is counting one intent several times. For example, marking every step of a multi-step form as a conversion can inflate your results (one "real" conversion can generate three or four events). A more robust approach is to keep intermediate steps as micro-conversions and promote only the final submission (or confirmation page) to a key event.

Micro vs Macro Conversions: What to Track in B2B

In B2B, macro-conversions (e.g. demo requests) can be infrequent. Micro-conversions therefore speed up the SEO/GEO optimisation loop: they help you diagnose progress before pipeline impact becomes visible. Typical examples include:

 
• clicking a "request a demo" CTA (high intent);
 
• clicking through to the pricing page;
 
• downloading a guide;
 
• clicking an email address or phone number (especially on local/mobile).

For clean click instrumentation, see our guide to Google Analytics click tracking.

Google Analytics Conversion Rate in GA4: Formula and How to Read It Without Over-Interpreting

Traditionally, conversion rate is calculated as conversions ÷ sessions over a given period. GA4 offers two distinct metrics (source: coffeex.co):

 
• User conversion rate (the percentage of unique users who completed the action).
 
• Session conversion rate (the percentage of sessions that resulted in at least one conversion).

An important interpretation caveat: one session can contain multiple conversions (counted in the "conversions" metric), while the session conversion rate counts that session only once. Manual calculations (total conversions ÷ total sessions) can therefore differ from the rate displayed in GA4 (source: coffeex.co). For a deeper explanation and setup guidance, see our article on the Google Analytics conversion rate.

Build an SEO/GEO-Led Measurement Plan Before You Configure Anything

Conversion tracking in GA4 becomes reliable when you start with the journey, not the tooling. Before touching Tag Manager, write down what you want to be able to explain: "Which pages initiate, assist and complete the conversion, and under what conditions (channel, device, location)?"

Map the Conversion Journey: From Landing Page to Lead, Then Into Pipeline

A website conversion is not always a sale. In lead generation, it typically represents a contact (lead) that must then be qualified and turned into a customer in the CRM (source: upbyweb.com). Map out:

 
• SEO entry pages (articles, solution pages, local pages);
 
• intermediate steps (proof points, case studies, pricing, FAQs);
 
• conversion points (form, booking, call).

This mapping becomes even more important on mobile, which represents the majority share of global web traffic (source: Webnyxt 2026, cited in our SEO statistics), and where journeys are more sensitive to friction (load time, forms, UX).

Document Events Properly: Naming Conventions, Parameters and Governance

GA4 evolves continuously (site redesigns, new CTAs, form changes). Without governance, events drift: label variations, duplicates, missing parameters. Document:

 
• a stable naming convention (e.g. snake_case, verb + object);
 
• must-have parameters (page, placement, CTA label, destination);
 
• a validation owner (who creates, tests and publishes).

Separate Content Outcomes From Business Outcomes: Priorities and Intent Levels

To avoid elevating engagement metrics to "results", distinguish between:

 
• content outcomes (micro-conversions): CTA click, download, key page view;
 
• business outcomes (macro-conversions): demo request, qualified lead, purchase.

This separation also supports a more rigorous SEO conversion strategy: you optimise each page type for its role (initiation, assistance, closure), rather than expecting an informational article to "sell" directly.

How to Set Up Conversions in GA4, Step by Step

In GA4, configuration typically means: (1) ensure the event exists, (2) mark it as a key event, (3) verify counting rules and, if useful, assign a value.

Mark an Existing Event as a Conversion (Key Event) in the Interface

GA4 offers three native routes to mark an event as a key event (source: annedevillers.com):

 
1. Admin > Events, then toggle "Mark as key event" for the relevant event.
 
2. Admin > Key events > New key event, then enter the exact name of the existing event.
 
3. In the Events report, menu ⋮ > "Mark as key event".

Two things to bear in mind: this is not retroactive (it applies only to new data), and it may take up to 24 hours to appear in reports (source: annedevillers.com).

Create a New Event, Then Promote It to a Conversion

If the event does not yet exist (or needs standardising), create it first—often via Google Tag Manager—confirm it is coming through correctly, then mark it as a key event. For e-commerce, certain events are recommended (e.g. purchase) and can appear as a dedicated web key event once e-commerce tracking is implemented (often via a dataLayer) (source: annedevillers.com).

Set Values and Counting Rules (Once vs Multiple Times)

GA4 lets you choose how a key event is counted (source: annedevillers.com):

 
• Once per event (each occurrence counts).
 
• Once per session (maximum one conversion per session).

By default, GA4 counts per occurrence. For lead requests, counting once per session is often more coherent to avoid duplicates (e.g. double-clicks or resubmissions). For transactions, counting all occurrences remains sensible.

You can also set a default monetary value for a key event (Admin > Data display > Key events > ⋮). This is not retroactive, and if you already send a value via the value parameter, that will take precedence over the default (source: annedevillers.com).

Validate Tracking With Debugging—Without Contaminating Your Data

Before analysing, validate. Realtime reports quickly confirm whether events are arriving, while DebugView helps you distinguish them visually: a blue icon for a standard event and green for a key event (source: annedevillers.com). Avoid excessive testing in production from internal IPs that have not been excluded—you risk creating false signals (artificial spikes and abnormal rates).

Conversion Tracking via Google Tag Manager: Make Event Collection Dependable

Tag Manager becomes necessary as soon as GA4 enhanced measurement is insufficient (specific CTAs, multi-step forms, cross-domain journeys). From an SEO/GEO perspective, the goal is not to stack tags—it is to make conversions interpretable.

When GA4 Is Enough, and When You Need Custom Events

GA4 can capture certain interactions depending on your configuration. But as soon as you need to:

 
• differentiate multiple CTAs on the same page,
 
• separate a "contact click" from a "demo click",
 
• track form errors,
 
• measure local actions (directions click, call click),

…you will need custom events with parameters that support analysis (page, placement, label, content type, etc.).

Track Clicks and CTAs Properly: Useful Parameters and Quality Control

A click is only actionable if you can answer: "Which click, where, and to what?" Aim for stable parameters such as:

 
• cta_text (normalised label),
 
• cta_location (header, hero, sticky, footer),
 
• link_url (destination),
 
• page_path (the supporting page).

This gives you practical SEO diagnostics: a page can attract and engage visitors, yet fail to trigger the right clicks—a sign of misalignment between intent, promise and CTA.

Deduplication, Self-Referrals and Cross-Domain: Avoid Phantom Conversions

"Phantom" conversions usually come from three sources:

 
• duplicate events (two tags firing for the same action);
 
• self-referrals (your own domain appearing as a referrer, breaking sessions and polluting channel data);
 
• misconfigured cross-domain (payments, authentication, subdomains).

Before you interpret any conversion increase or drop, check whether you have recently changed a tag, a dataLayer, a CMP (consent) setting or the journey itself.

How to Analyse Conversions in GA4: Reports, Segments and Actionable Insights

Useful analysis goes beyond "how many". It answers "where conversions come from", "which pages contribute", "in what order" and "what friction prevents conversion".

Where to Find Conversions in Standard Reports and in Explorations

Depending on your setup, rate metrics are not always visible by default. GA4 lets you add metrics such as session conversion rate or user conversion rate in standard reports via report customisation (pencil icon), or use Explorations to build a tailored view (source: coffeex.co). For advanced analysis, Explorations is often the fastest route (segments, session dimensions, comparisons).

Compare by Channel: Organic, Direct, Referral and Tagged Campaigns

For an SEO/GEO reading, compare conversions by:

 
• organic channel (and associated landing pages);
 
• direct traffic (often a "mask" for missing attribution);
 
• referral traffic (sometimes polluted by gateways, redirects or self-referrals);
 
• properly tagged campaigns (UTMs) to avoid overloading direct/referral.

These checks prevent you from incorrectly attributing performance to SEO when a session has been reclassified due to a tagging issue.

Direct, Indirect and Assisted Conversions: Interpret Content Contribution Properly

In real journeys, content can contribute without being the "last click". A common pattern: a user discovers a guide via organic search, returns later as direct traffic, then converts. If you look only at the final touchpoint, you will underestimate the contribution of your SEO content.

To interpret contribution accurately:

 
• use attribution reports and path explorations;
 
• analyse pages viewed before the key event;
 
• segment by new vs returning users, device and geography.

This is particularly true in B2B, where the final conversion may be infrequent and delayed: micro-conversions become evidence of progress in the interim.

Conversion Window, Latency and B2B Cycles: What GA4 Can Tell You

GA4 can help you observe the time lag between a first visit, key interactions and conversion. In longer cycles, the right question is not only "which channel converts", but "which content accelerates the decision". If a particular page type (comparison, case study, local page) consistently appears before conversion, you have an editorial priority that is more reliable than a simple traffic-based ranking.

Funnels and Paths: Visualise Drop-Offs and Optimise the Journey

Funnel exploration and path exploration turn conversions into decisions: where users drop off, which content assists, and which steps cause friction (mobile, forms, UX).

Set Up a Conversion Funnel: Steps, Conditions and Persona Variants

A useful funnel starts with a clear scenario, for example:

 
• SEO landing page →
 
• solution page →
 
• form view →
 
• submission →
 
• confirmation.

In B2B, it is worth creating persona variants (SMEs vs enterprise, sector, local vs national) because objections and the pages consulted can differ significantly. Your aim is to identify the step with the highest drop-off, then act (content, UX, proof, speed, simplification).

Analyse the Conversion Path: Pages, Events and Friction Points

Path exploration reveals real sequences before and after conversion: it highlights assisting content (FAQs, case studies, pricing pages) and friction points (loops, exits, backtracking). For SEO, it also informs internal linking decisions: guide users from assisting pages towards conversion pages—without forcing it.

Connect SEO/GEO Optimisation to Funnel Stages (Initiation vs Closure)

An "initiation" SEO optimisation brings in qualified traffic (informational, local and comparison queries). A "closure" optimisation reduces friction (CTA, proof, speed, forms). By mapping each content asset to a funnel stage, you avoid a common bias: judging a page solely on its last-click conversion, when it may exist to prepare the decision.

Attribution, Modelling and GDPR: Make Your Marketing Decisions More Reliable

Conversion management depends on two realities: (1) attribution is not an absolute truth—it is a model; (2) in Europe, consent can reduce observable signals, which increases the importance of consistent, well-documented comparison methods.

Understand Attribution Models and How They Shape Your Conclusions

Analytics has historically placed heavy weight on the final touchpoint, which can obscure SEO's role in multi-touch journeys (source: upbyweb.com). To avoid misleading conclusions, compare multiple views:

 
• a "closure" view (last touchpoint) to optimise immediate conversion;
 
• a "contribution" view (assists) to optimise the content that prepares decisions.

Conversion Modelling, Consent and Signal Loss: GDPR Implications

When consent limits collection, GA4 may use modelling to estimate a portion of conversions, depending on your configuration and eligibility. The key operational takeaway: document every change (CMP, tags, rules) and avoid simplistic "before vs after" comparisons if the collection method has changed between periods.

Reconcile GA4, CRM and Back Office: A Method to Explain Gaps

Discrepancies between GA4 and CRM figures often come from:

 
• different definitions (web lead vs qualified lead vs opportunity);
 
• conversion windows and time zones;
 
• deduplication (the same contact appearing more than once);
 
• signal loss (consent, ad blockers).

A robust method is to (1) lock in a definition of a website conversion, (2) track an identifier into the CRM where possible, (3) compare trends rather than isolated figures, and (4) track micro and macro conversions separately.

Google Ads and Conversions: Imports, Consistency and Enhanced Conversions

GA4 and Google Ads can share conversions to support a more consistent cross-channel view. Google recommends an "event in GA → key event → conversion in Ads if needed" approach (source: Google Analytics Help).

GA4 Conversions vs Google Ads Conversions: When to Use One, the Other, or Both

GA4 conversions help you:

 
• measure important actions beyond Google channels (email, social, organic);
 
• align values and definitions between Analytics and Ads (source: Google Analytics Help).

In Google Ads, certain columns and counting methods can create discrepancies if you are not comparing like-for-like. Another common cause is different time-zone settings between your GA property and your Ads account (source: Google Analytics Help).

To contextualise SEO vs SEA decision-making with broader benchmarks, see our SEA statistics.

Import Conversions and Keep Naming Consistent

Google Ads lets you create conversion actions from GA key events by selecting your Analytics property and choosing the relevant event (source: Google Analytics Help). The key operational point is to keep names stable and maintain a 1:1 match between what you measure and what you optimise—otherwise you create duplicates and confusion in reporting.

Enhanced Conversions in GA4: Prerequisites, First-Party Data and GDPR Considerations in Europe

Enhanced conversions typically use first-party data (often user-provided data) to improve conversion measurement and reconciliation, especially where signals are lost. In Europe, your priority checks should include:

 
• lawful basis and consent (GDPR);
 
• data minimisation;
 
• documentation and auditability of changes.

Before enabling anything, align your DPO, marketing and technical teams on what is collected, how it is transmitted and how it will be audited.

GEO Focus: Measuring the Impact of Visits From Generative AI Answers

GEO calls for an "intent → exposure → (sometimes delayed) click → conversion" reading. GA4 only measures what reaches your site, but you can structure your analysis to isolate this traffic and assess its quality.

Identify GEO Traffic and Compare It With SEO: Segments, UTMs and Intent-Led Analysis

Start by isolating identifiable sources (referrers, UTMs) associated with generative platforms, then compare:

 
• engagement rate and events per session;
 
• micro-conversions;
 
• macro-conversions (where volume allows);
 
• landing pages and paths.

Without UTM tagging and naming conventions, some of this traffic can end up classified as direct, which complicates interpretation. Good tracking hygiene is therefore non-negotiable.

Conversions by GEO Source: Measure Quality (Engagement, Micro-Conversions, Leads)

Visits from AI environments can be highly qualified but lower in volume. In that case, the sensible approach is to track intent-signalling micro-conversions (CTA clicks, pricing views, form starts) and monitor contribution over time, rather than expecting an immediate macro-conversion on every session.

Prioritise Content That Converts After Generative Exposure

To prioritise effectively, combine:

 
• landing pages (citable, well-structured, high-intent content);
 
• paths before conversion (pages that frequently recur in the journey);
 
• segmentations (mobile, local, new vs returning).

If local is a focus, bear in mind that many valuable actions are conversions that do not involve an immediate sale (calls, directions, bookings). Instrument them as events first, then promote them to key events once their business value is established.

Best Practice: Avoid Tracking and Interpretation Errors

Duplicate Events, Over-Counted Conversions and Undocumented Changes

Three simple checks prevent most issues:

 
• deduplication: one tag per action, one key event per outcome;
 
• consistency: the same event and parameter names over time;
 
• change log: document every change to tags, CMP, forms and redirects—otherwise comparisons become fragile.

One important limitation to be aware of: a key event cannot be deleted or archived—only disabled (source: annedevillers.com). That is precisely why validation before promotion matters.

Thresholds, Sampling and Privacy: Why Some Data Disappears

GA4 may hide or aggregate certain data for privacy reasons, and some analyses vary depending on volume and settings. If you see breaks or missing values, first check for: consent changes, very low volumes, or dimensions that are too granular on small segments.

Connect Conversions and Editorial ROI With Incremys—Without Complicating Your Stack

Centralise GA4 and Google Search Console via API to Prioritise Conversion-Led Content

Incremys connects to Google Analytics 4 and Google Search Console via API, so you can combine acquisition data (queries, landing pages) with post-click performance (engagement, key events). The aim is not to add another reporting layer, but to help you prioritise content that genuinely contributes to business outcomes—rather than managing purely to traffic volume.

Turn Insights Into a Measurable SEO/GEO Action Plan

Once your conversions are reliable, you can translate your analysis (funnels, paths, attribution) into an editorial and UX backlog: pages to optimise, supporting content to create, micro-conversions to strengthen, and priority segments (local/mobile) to address first. To contextualise your choices against broader acquisition and behaviour trends, you can also consult our SEO statistics resource.

FAQ: Conversions in GA4

What Do Conversions Mean in Google Analytics?

In GA4, a conversion is an action that matters to your business, created from an event. Since May 2024, GA4 more commonly uses "key events" in the interface, while "conversions" is used particularly when those key events are shared with Google Ads (source: annedevillers.com).

What Is a Conversion in GA4?

It is an event that you mark as a key event to measure a business outcome (purchase, lead, sign-up, etc.). GA4 encourages you to limit key events to genuinely strategic actions so that your reporting remains actionable.

What Is the Difference Between Events and Conversions in GA4?

GA4 collects events (interactions). Among them, you can designate certain events as key events. The term "conversions" is still used, particularly when key events are shared with Google Ads to align measurement across platforms (sources: annedevillers.com, Google Analytics Help).

Which Conversion Event Approach Should You Use for B2B?

In B2B, prioritise:

 
• a small number of macro-conversions (e.g. demo request, booking);
 
• several high-intent micro-conversions (CTA click, pricing view, form start);
 
• event parameters that enable analysis by page, channel, device and geography.

How Do I Set Up a Conversion in GA4?

Recommended steps:

 
1. Confirm the event is firing correctly (Realtime / DebugView).
 
2. Mark the event as a key event in Admin → Events (or Key events) (source: annedevillers.com).
 
3. Allow up to 24 hours, then analyse it in reports (source: annedevillers.com).

How Do You Choose Between Micro and Macro Conversions in B2B?

Use the macro-conversion as the direct business outcome (qualified lead). Use micro-conversions as earlier intent steps that frequently precede that outcome (and occur more often), so you can optimise your SEO/GEO pages more quickly.

Where Can I See the Conversion Rate in GA4, and What Is the Definition of Conversion Rate?

GA4 provides a user conversion rate and a session conversion rate (source: coffeex.co). These metrics are not always shown by default: you can add them to certain reports via report customisation (pencil icon) or analyse them in Explorations.

How Do I Build a Conversion Funnel in GA4?

Use a funnel exploration with steps defined as pages or events: SEO entry → key page → form start → submission → confirmation. Then segment by device, channel and geography to identify where drop-offs occur.

How Do I Analyse the Conversion Journey and Identify Pages That Assist Conversions?

With a path exploration, review the pages and events that occur before the conversion. This surfaces assisting content (guides, FAQs, case studies) and helps you improve internal linking towards conversion pages.

What Is an Assisted Conversion, and How Should You Interpret It for SEO?

An assisted conversion is one where SEO (or an SEO page) contributed to the journey without being the last touchpoint. You interpret it by analysing paths and attribution so you do not undervalue content that prepares the decision.

What Is an Indirect Conversion, and When Is It Relevant?

In common usage, an indirect conversion refers to a conversion that is not attributed to the channel that initiated the journey (e.g. organic), but to a later channel (direct, email). It becomes relevant as soon as journeys require multiple visits—which is common in B2B.

Which Conversion Window Should You Use for Long B2B Cycles?

Long B2B cycles often involve greater latency. A more reliable approach is to compare multiple windows and prioritise cohort-based reading (new vs returning) and step-based analysis (micro then macro), rather than relying on a single short-term figure.

Why Do GA4 Conversions Not Match Google Ads Conversions?

Differences often come from settings (attribution, windows, counting method), the Ads columns you use for comparison, or different time zones between your GA property and Ads account (source: Google Analytics Help).

How Do I Import GA4 Conversions Into Google Ads Without Duplication?

Create Ads conversion actions from GA key events and avoid tracking the same action through two separate mechanisms simultaneously. Keep a 1:1 naming convention and verify counting settings (source: Google Analytics Help).

What Does "Enhanced" Mean in Enhanced Conversions, and What Should You Check for GDPR?

"Enhanced" refers to using first-party data to improve measurement and conversion reconciliation. In Europe, check lawful basis, consent, data minimisation, documentation and alignment with your DPO.

How Does Consent Affect Conversion Modelling in GA4?

Consent can reduce the observable signal (events and conversions not collected), affecting period comparability. Modelling may partially compensate in certain cases, but you should above all document CMP and tagging changes so you can interpret variations correctly.

How Do I Set Up Tag Manager Tracking for a Reliable Form Conversion?

Measure separately: form start, validation errors, successful submission and ideally confirmation display. Mark only the submission (or confirmation) as a key event, keeping the rest as micro-conversions to help diagnose drop-offs.

Why Does GA4 Attribute Some Conversions to Direct or Referral Traffic?

Direct traffic can mask missing attribution (links without UTMs, apps, lost referrers). Referral traffic can be polluted by redirects, gateways or incomplete cross-domain configuration. Before drawing SEO conclusions, clean up these channels and address any collection issues.

How Can You Measure the Impact of Generative AI Answers on Conversions and Visibility?

In GA4, isolate identifiable traffic from generative AI platforms (segments, UTMs) and compare quality (engagement, micro-conversions, leads). For "no-click" visibility, complement this with Search Console analysis (impressions, queries), because GA4 only measures post-click behaviour.

What Checks Should You Run After Going Live to Avoid Tracking Breaks?

 
• Check Realtime and DebugView for critical events.
 
• Look for duplicates (two tags, two triggers).
 
• Quickly review cross-domain configuration and unexpected referrers.
 
• Date-stamp and document every change (tags, CMP, forms, redirects).

What Does the Number 4 in Google Analytics 4 Stand For?

It denotes the fourth generation of Google Analytics, built around an event-based model (events and parameters) rather than the session-and-goal-type model used in Universal Analytics.

To keep exploring SEO, GEO and digital marketing topics, visit the Incremys Blog.