Setting Up Google Analytics Conversions On WordPress Website

Jan 23, 2021

To have a successful website or online store, it’s best to have detailed statistics on how your customers behave, which pages get the most signups and what traffic source provides the best results. Goal-based reports allow you to compile this type of info. 

In Google Analytics, conversions are user interactions that you can track to have statistics on conversions, sales, email signup forms, etc. Tracking these will help you immensely to increase sales, online revenue and boost website conversions.

It’s important to track the right metrics when using goals based reports. For example, if you have an online pet shop, you should track which products are sold and not the page with pictures of cute animals. Using goals can help you discover useful details about your website or online store: 

  • If you have an online store, goals can help you find where the customers stop the checkout process or if your coupon affects sales
  • If you sell digital products or online courses, you can find out which sources bring the most sales to your website
  • If you have a makeup or beauty blog, you can use goals to find out which posts push visitors to fill out your website’s contact form

Setting Up Conversions In Google Analytics 4

In Google Analytics 4, Goals have been renamed to Conversions. Previously, you could set up 20 goals per GA (Google Analytics) property; in GA4, that limit is 30 conversions per property.

So, how do we set up conversions in the new interface? In GA4, you need to create an event based on the other incoming events. 

Create Event

Log in to your Google Analytics dashboard, click All events in the left sidebar, then Create event

Click Create:

Now we need to fill in some information. For example, if we want to track how many customers purchased something, we can use the custom thank you page on our website. That way, any visit to that page will become a conversion. 

Event Conditions

First, give your event a custom name (make sure to use underscores instead of spaces), and then add a couple of conditions:

  • event_name equals page_view – this tells GA that the new event should be based on a specific page view
  • page_location contains /thank-you-for-purchase/ – this tells GA that it should track any visit to the page (make sure to fill in only the page, not your domain/entire URL)

Here’s how it should look:

Click Create to finish the setup.

Feel free to explore all the parameters:

And operators you can use:

If you don’t want to wait up to 24 hours (a new event doesn’t appear in the list immediately), you can manually create a new conversion. Head to Conversions in the left sidebar, click New conversion event and enter the name of the event that you have just created. Click Save.

That way, you can mark your event as a conversion and not wait for 24 hours for GA to process it:

How To View Conversions Data

There are multiple ways to find the Google Analytics 4 interface conversion data.

1. Conversions option under the Events section in the left sidebar:

2.Acquisition section > Traffic Acquisition option > look for the Conversions column in the table.

3. If you’ve enabled eCommerce tracking, you can find the conversion data in the Monetization reports.

4. Analysis section > Analysis hub option > add the Conversions metric in the Exploration report.

Google Analytics 4 is a lot different from the previous version (also known as Universal Analytics). Still, it has many new useful features, and you can turn every event into a conversion, which is a welcome change.