How to Set Up Goals and Conversions in GA4
Conversion tracking is where analytics starts paying for itself. Here is how to set up goals and conversions in GA4, marking key events as conversions, choosing what to track, and measuring the actions that matter to your business.
In GA4 you mark important events, like a form submission or purchase, as key events, which count as conversions. GA4 replaced old goals with events and key events. Track actions tied to value, like enquiries, calls and sales, not every click. Some events are automatic; others need setup via GA4 or a tag manager. Tracking measures conversions but does not create them.
How to set them up, and what happened to goals
In GA4 you mark the events that matter, like a form submission or purchase, as key events, which then count as conversions in your reports. There are no old-style goals; because GA4 is event-based, setting up conversions means flagging the right events, which builds on how you set up events. GA4 replaced Universal Analytics goals with events and key events, so instead of configuring goals you designate important events as conversions. The concept moved, not vanished; because the model changed, old goal setups do not carry over and are rebuilt as events, a shift we cover in GA4 versus Universal Analytics.
Key events
Flagged as conversions.
Track value
Enquiries, sales.
Measure, not make
Data guides growth.
Which actions to track, whether you need code, and an honest limit
Track the actions tied to business value, such as enquiries, calls, bookings, sign-ups or sales, rather than every minor click. Quality over quantity; because too many conversions dilute focus, pick the handful that reflect real outcomes, like tracked form submissions. Some events are collected automatically, while others need a little setup through GA4, a tag manager, or your platform, depending on the action. It varies by event; because complexity differs, simple conversions are easy while advanced ones may need help. Tracking measures conversions but does not create them; it shows what is working so you can improve, without guaranteeing more sales. Measurement is not marketing; because growth comes from action, the data guides the improvements that raise conversions.
Measure what
actually matters.
We set up conversion tracking around your real business goals, enquiries, calls and sales, so your reporting shows what is genuinely working, not vanity clicks.
Everything included in your plan:
One clear retainer. No setup fee.
