GA4 conversion essentials
- Definition : An action deemed valuable for your business (purchase, registration, contact)
- The GA4 model: Flexible, customizable events are the key to success
- Interest : Measure the impact of your SEO, SEA and social networking campaigns
- The method : Identify key actions, create events, mark them as conversions
A conversion in GA4 corresponds to any action deemed valuable for your digital business: a purchase, a newsletter subscription, the download of a white paper or a click on an essential button.
How do conversions work in GA4?
GA4 opts for a flexible vision of conversion. No longer limited to a few predefined objectives: today, every important event can become a conversion. This makes it easy to customize analyses according to your priorities.
To track a conversion, simply mark as "conversion" any event recorded in GA4: strategic page view, download, registration or any other relevant action.
Why track conversions?
Tracking benefits
- Evaluate the impact of your marketing actions
- Identifying what works
- Optimize ROAS your campaigns
- Adjust your budget efficiently
Without conversion tracking
- Blind Decisions
- The budget is off to a bad start
- ROI impossible to measure
- Missed opportunities
Best practices for configuring your conversions
- List key actions: Identify the actions that count (purchase, form, contact, share)
- Configuring events : Create and name personalized events (e.g. "request-a-quote")
- Mark as conversion : In GA4, activate the "Mark as converted" option for these events
- Analyze and adjust : Compare your results with traffic and acquisition sources
Advice : Don't follow everything. Concentrate on actions that have real economic value for your company. Too many events marked as conversions dilutes the analysis.