Google Analytics 4 Conversion Events
In Google Analytics 4 (GA4), goals are tracked using conversion events.
Conversion events are an important GA4 tool for tracking completed activities. For a Commerce website, the most common goal is for a visitor to make a purchase. Another goal may be for a visitor to sign up to a newsletter.
When you set up conversion events, GA4 can give you tracking info like conversion counts, rates, and which campaigns got you the highest conversion rate.
There are two types of goals: macro and micro. A macro goal is the final outcome, such as a visitor making a purchase. Macro goals are made up of micro goals. Micro goals are the activities that a visitor completes before converting. Micro goals can include reviewing product details or reading product reviews.
For more information about conversion events, go to Set up and manage conversion events on the Google support site.
Funnels
Funnels show the path that traffic should take to final conversion. Funnel exploration lets GA4 track where visitors enter and exit your website.
For example, if you notice a lot of traffic leaving your site at the same spot before conversion, you can review and improve that location to help increase conversions. You might also see traffic skipping certain areas on the way to conversion, which could mean your conversion path is too long. This information can help you streamline your website and drive more conversions.
For more information about funnels, including instructions on how to create a funnel exploration, go to Funnel exploration on the Google support site.