Easy-to-understand explanation of GA4 conversion settings! What to do if you cannot measure from the setting procedure in GTM

” Google Analytics 4 ( GA4 )” , a new version of Google Analytics released in October 2020 . It has been announced that in July 2023, data acquisition by the old version of Universal Analytics (UA) will no longer be possible, so there is an urgent need to migrate to GA4.

Conversion settings are required to use the basic functions of GA4 . Since there are minor differences from UA, even if you have been using Google Analytics in the past, let’s learn about GA4 conversion settings again.

In this article, we’ll take a closer look at GA4’s conversion settings.

Table of contents

  1. Differences between GA4 and UA conversion settings
  2. GA4 conversion setting method
  3. How to analyze conversions
  4. Correspondence when conversion is not measured in GA4
  5. Correct conversion settings for GA4 and improve CVR!

Differences between GA4 and UA conversion settings

A typical difference between GA4 and older versions of UA is that all conversions are measured as ” events “.

When setting conversions in UA, in “goal setting”, we set from 4 types of “arrive page , stay time, number of page views, event”. GA4 does not have a page corresponding to this “goal setting”.


In GA4, all of these can be measured with events , and the specification has changed to set conversions on top of that.

In UA, ” sessions ” were used as the axis of measurement, and aggregation and analysis focused on pages, but in GA4, measurement changed to “events”, and aggregation and analysis focused on user behavior is now possible.

Explains the concept and setting method of GA4 events. Functions useful for event types and analysis

GA4 was officially announced as the next generation of analytics. UA’s analysis will end on July 1, 2023, so many of you are considering a transition, but many of you may not be familiar with the GA4 event. This time, I will explain what the GA4 event is like. We will also introduce the types of events, the differences from UA, and how to set and check them.

Also, the conversion settings of GA4 and UA have the following differences.

30 conversions per property

In UA, you could set 20 conversions per view, but in GA4 the views themselves are abolished. Instead, it has been changed to allow 30 conversions per property .

Therefore, when migrating from UA to GA4, it is necessary to review the classification of properties according to GA. Please note that if you register the current Google Analytics, only GA4 properties will be created by default.

You tend to get more conversions than before

GA4 and UA also differ in how they count conversions.

UA counted a single conversion even if a goal was achieved multiple times during a single session . In contrast, GA4 counts every event separately as a separate conversion .

For example, if you set “click on the document request button” as a conversion, the number of times the button is clicked will be counted.

Therefore, GA4 tends to have more conversions than UA.

GA4 conversion setting method

The following two steps are required to set conversions in GA4.

  • STEP1 : Set the event you want to measure as a conversion
  • STEP2:Add a conversion mark to the event you want to measure

I will explain each step.

STEP1: Set the event you want to measure as a conversion

GA4 measures all conversions as events, so you have to set the behavior you want to measure as an event. There are two ways to set events: GA4 management screen and GTM .

How to set an event on the GA4 management screen

You can set events on the GA4 management screen. The setting method is also easy to understand , and this method is suitable when you want to set a relatively simple goal as a conversion, such as ” reaching a specific page ” or ” clicking a specific button ” .

Go to “Settings” in the sidebar, go to “Events” and click “Create Event”.

Then click Create Custom Event Set each element such as “event name” and “matching condition” on the screen after that.

The “event name” can be set arbitrarily, but it is basic to use a name that anyone can easily understand, considering joint management of the site.

A “matching condition” consists of three elements: “parameter”, “operator”, and “value”. You need to specify each element according to the conversion you want to measure.

As an example, to measure reaching the inquiry completion page as a conversion, the settings are as follows.

(1) Enter a custom name. This time, it is set to
“Inquiry completion page reached” for easy understanding.

② Set the type of event Set
the parameter to “event_name” and the operator to “equal to” to “page_view”

③ Enter the URL to be measured
Set the parameter to “page_location”, the operator to “contains” and the value to “/contact/thanks”. Please enter any URL for the value .

After setting the above, click the “Save” button in the upper right to complete.

How to set up events using Google Tag Manager

Next, I will explain how to set up events using Google Tag Manager (GTM). By using ” tag ” and “trigger” together, you can measure with a higher degree of freedom than the settings on the management screen . If you are using a tag manager with UA , you can also use it with GA4, so if you are already using it, we recommend setting it with GTM.

Click on ” Tags ” in the sidebar and select “New”. You can specify ” tag ” and “trigger” from the screen after transition .

There are four main setting items:

  • Tag type
  • setting tag
  • event name
  • trigger

Select ” Google Analytics: GA4 Event” for ” Tag Type” .

For “Setting tag “, enter the “Measurement ID” displayed in “Web stream” of “Data stream” of the property to be measured. “Event name” can be set arbitrarily. In “Trigger”, specify the conditions for measuring the event.

If you are using GTM with UA, you will be able to set this up more smoothly. This method is also recommended in terms of the degree of freedom of measurement .

STEP2: Add a conversion mark to the event you want to measure

After completing the event settings, let’s add a conversion mark on the GA4 management screen. The same is true if you set up an event in GTM. There is a time lag before the event is measured, but you can check the measured event by going to “①Settings  → ” ②Events ” in the menu on the GA4 management screen.

By turning on ③ ” Mark as conversion ” in the above figure , you will be able to measure the event as a conversion. Please note that it may take several minutes to several hours for your marked conversions to be applied.

If you use the goal transition tool, conversion settings from UA to GA4 will be smooth

We also recommend using the ” goal migration tool ” that can automatically migrate UA goals to GA4 conversion events . There are two main types of goals that can be migrated with the goal migration tool.

●Event goal The number of times a user has played
a specific event, played a video, clicked a banner , etc.

However, please note that Pageviews /Screenviews ( per session ) goals, time spent, and goal types that use regular expressions will not migrate automatically.

How to analyze conversions

After setting the conversion, let’s analyze the conversion using each function of GA4. There are three typical analysis methods:

  • Check the inflow route
  • See which pages converted
  • See the paths leading to conversions

I will explain each analysis method.

Check the inflow route

By selecting “Acquisition of traffic” from “Attract customers”, you can check from which route the users who converted came in. It is also possible to switch the displayed data by referrer or media .

It helps you understand which measures and ads are contributing to conversions .

See which pages converted

By selecting ” Pages and Screens” from ” Engagement “, you can see the pages where conversions are occurring and the number of conversions. You can also specify specific conversions to display.

Depending on the structure of the website , it is not uncommon for settings to trigger conversions on multiple pages . This feature lets you know which pages are actually contributing to conversions .

In this display, you can also check the number of impressions of the page . If your conversions are low relative to your impressions, there may be issues with your page ‘s usability or content . You should consider revising the page design and rewriting the content .

See the paths leading to conversions

By using the “data exploration” function, it is possible to check how users move through the website and lead to conversions. Click “Explore” and then “Funnel”.

By editing the “Step”, you can specify the route to check. You can check the users who are leaving at each step with an easy-to-understand visual. Steps can include not only pageviews but also events such as video viewing .

Steps that block conversions should be prioritized for improvement. It’s important to always know which step is the bottleneck .

Correspondence when conversion is not measured in GA4

Depending on the GA4 conversion settings, it may not be measured correctly. If you make a mistake in the settings, you cannot expect useful analysis results. Set your conversion settings carefully.

If the conversion settings are not set correctly, you may be able to solve the problem by taking the following measures.

  • Set GA4 tags correctly
  • Check your conversion settings
  • Make sure there are no exclusion filters
  • check again later

I will explain each response.

Set GA4 tags correctly

If conversions cannot be measured correctly, there is a possibility that the GA4 tag settings are incorrect.

Specifically, check if the measurement ID in the tag settings is entered correctly. The measurement ID is the ID starting with G and can be found in the data stream .

If conversions occur on multiple pages , confirmation work may be troublesome. By using the Chrome extension ” Google Tag Assistant “, you can efficiently check the operation of GA4 tags .

If you are using GA4, this is a useful extension that reports tag error status in 4 levels: green, blue, yellow, and red .

Check your conversion settings

It is also possible that an error has occurred in the measurement because the basic conversion settings are incorrect.

If you set it from the management screen, review the following items to make sure there are no input errors.

  • parameter
  • operator
  • value

If you are using Google Tag Manager, double check your entries below.

  • Tag type
  • setting tag
  • trigger

Make sure there are no exclusion filters

GA4 is equipped with an exclusion filter function that excludes and measures accesses from specific IPs or referrers.

This is an effective function for excluding internal access and preventing damage from referrer spam that leaves malicious URLs as referrers. However, if an exclusion filter is set unintentionally, there are cases where conversions cannot be set correctly.

You can check the exclusion filter settings from ” Tag Settings” in “Data Stream” . Click on “Define internal traffic” or “Exclude referral list” to see if any unintended settings are included .

check again later

It’s possible that the new conversion settings haven’t been updated for a while, so they aren’t being counted correctly.

Basically, new conversion settings don’t take effect immediately. With the free version of GA4, it takes about half a day to 24 hours for the conversion settings to be reflected. Even the paid version takes about 4 hours.

After setting, wait for about a day and check the conversion again .

Correct conversion settings for GA4 and improve CVR!

GA4 enables conversion measurement on a user-by-user basis to meet modern needs . In order to take full advantage of analytics and improve CVR , it is important to set your conversion settings correctly.

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