How to Set Up Conversions in GA4

Setting up Google Tag Manager (GTM) is an essential step in effectively tracking user interactions and conversions on your website. This guide will walk you through the process of setting up GTM, adding conversion tracking, and integrating specific tracking functionalities with downloadable container files.

Step 1: Create a Google Tag Manager Account

Sign up for Google Tag Manager:
- Go to the Google Tag Manager website.
- Click on “Sign Up for Free” and log in with your Google account.
Create a new account:
- Enter your Account Name.
- Set up a Container Name (usually your website’s domain).
- Choose where to use the container (Web, iOS, Android, or AMP).
- Click “Create” and accept the terms of service.
Install GTM on your website:
- After creating your container, you will be provided with two snippets of code.
- Add the first snippet to the <head> of your website and the second one immediately after the opening <body> tag.

Step 2: Import Container Files for Tracking

To simplify the setup process, you can use these pre-configured container files I’ve created to track specific interactions on your website. Download a file which is relevant to you. Below are instructions for importing the three container files:

Download the Container Files:
Import the Container File into GTM:
- Open your GTM workspace.
- Click on the three dots in the upper right corner and select “Import Container.”
- Choose the downloaded container file from your computer.
- Select “Overwrite” or “Merge” based on your preference and click “Confirm.”

Step 3: Testing and Debugging

Testing your setup is crucial to ensure that your tags and triggers are working correctly. Here’s how you can do it:

Use GTM Preview Mode:
- In your GTM workspace, click on “Preview.”
- Enter your website URL and click “Connect.”
- A new tab will open with your website, and a debug panel will appear at the bottom.
- Perform actions on your website that should trigger your tags, and check the debug panel to see if the tags are firing correctly.
Use GA4 DebugView:
- Open your Google Analytics 4 property.
- Go to “Configure” > “DebugView.”
- Perform actions on your website, and you should see events appearing in real-time in DebugView.
- This helps verify that your events are being sent correctly to GA4.

Step 4: Marking Events as Conversions in GA4

Once your events are correctly tracked, you need to mark them as conversions (also known as Key Events) in GA4.

Go to the GA4 Admin panel:
- Open your Google Analytics 4 property.
- Click on “Admin” in the lower left corner.
Configure Conversions:
- Under the “Property” column, click on “Events.”
- Find the event you want to mark as a conversion.
- Toggle the switch in the “Mark as conversion” column.
Verify Key Events:
- Go back to “Configure” and then “Conversions” to see your marked events listed as conversions.
- This helps in tracking and optimising these key events.

Special Eccommerce Instructions for Different Platforms

WordPress (WooCommerce)

Install and activate the GTM4WP plugin.
Go to the plugin settings and enter your GTM container ID.
In the plugin’s advanced settings, enable “Track enhanced e-commerce.”

Shopify

Shopify has built-in support for GTM.
Navigate to your Shopify admin panel.
Go to “Online Store” > “Preferences.”
Scroll down to “Google Tag Manager” and enter your GTM container ID.
Click “Save” and your GTM container will be connected.

Custom CMS

Add a data layer to your confirmation page:
html
Copy code
<script>

window.dataLayer = window.dataLayer || [];

window.dataLayer.push({

‘event’: ‘purchase’,

‘transactionId’: ‘12345’,

‘transactionTotal’: ‘50.00’,

‘transactionProducts’: [{

‘name’: ‘Product Name’,

‘sku’: ‘P12345’,

‘price’: ‘25.00’,

‘quantity’: 2

}]

});

</script>

Ensure this script runs only on the confirmation page to prevent duplicate data firing.

How to Create Your Own Tags And Triggers

You can track any clickable element on your website. Perhaps you have a newsletter sign up, or you want to track more specific things, here is how to do this:

Create a new tag:
- In your GTM workspace, click on “Tags” in the left-hand menu.
- Click on “New” and then “Tag Configuration.”
Select a tag type:
- For Google Ads, select “Google Ads Conversion Tracking.”
- For Google Analytics, select “Google Analytics: GA4 Event.”
Configure your tag:
- Enter the Conversion ID and Label (for Google Ads).
- For Google Analytics, configure the event parameters (e.g., event name, category, action, label).
Add a trigger:
- Click on “Triggering” and choose a pre-defined trigger or create a new one.
- For conversion pages, set the trigger to fire on the specific thank you or confirmation page URL.
Save and publish your container:
- Click “Save” to create your tag.
- Click “Submit” and then “Publish” to make your changes live.

Conclusion

By following these steps, you’ll have a robust setup for tracking user interactions and conversions on your website using Google Tag Manager. Remember to test your tags and triggers using the GTM Preview mode to ensure everything is working correctly before publishing your container.

Happy tracking!

FAQs

How to Set Up GA4 Conversions?

To set up a conversion in GA4, navigate to the ‘Events’ section in your GA4 property, select the desired event, and toggle the ‘Mark as conversion’ switch. This action designates the event as a conversion, allowing it to be tracked and analysed in the conversion reports.

How to Calculate Conversion Rates in GA4?

The conversion rate in GA4 is automatically calculated by the platform, dividing the number of conversions by the total number of visitors in a given period, which can be viewed in the ‘Conversions’ report section.

How to Import Conversions into GA4?

To import conversions into GA4, use data import features or set up data streams to integrate data from external sources, ensuring that the necessary events are tracked as conversions within your GA4 property.

What are GA4 Conversion Examples?

An example of a conversion in GA4 could be completing a purchase, signing up for a newsletter, or downloading a white paper, where each action is tracked as a distinct event and marked as a conversion.

What is the Purpose of Conversions in GA4?

Conversions in GA4 are used to track and analyse user actions that are critical to business goals, helping to understand how effectively the website or app is achieving its intended outcomes.

What is the Conversion Data Latency in GA4?

Conversions typically appear in GA4 reports within 24 hours after the event occurs, allowing time for data processing and analysis.

How to Find Conversion Paths in GA4?

Conversion paths, or user journey maps, can be analysed in GA4 through the ‘Conversions’ and ‘User Explorer’ sections, providing insights into the sequences of interactions leading to conversions.

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