Google Analytics

Conversion Tracking With Google Analytics 4 and Google Tag Manager

Complete Guide With Setup Process 2021-2022

Google Analytics 4 and Google Tag Manager provide a variety of tags for event tracking, including several options for conversion tracking.

Tracking conversions, otherwise known as goal tracking, tells you how effective your digital marketing initiatives are.

In this article, you’ll find a complete guide on how to set up different events and track conversions with the Google Analytics 4 and Google Tag Manager tools.

Google Analytics Conversion Tracking Guide List of Content:

google analytics analysing

1. Set Up Your Google Analytics Account

Google Analytics 4 Conversion Tracking. How to setup and track conversions in GA4

1.0. Navigate to Google Analytics website ➜ click Start measuring 

google analytics sign up

1.1. Enter Account Name click Next 

Google Analytics Account name

1.2. Add property details click Next 

Google Analytics property name

1.3. Add Business Information click Create 

business information

1.4. Accept Google Analytics Terms of Service Agreement click Create 

ga agreement of service

1.5. Set up a data stream to start collecting data select Web

Google Analytics data stream

1.6. Set up your web stream enter your website’s URL enter the stream’s name

google analytics stream name

2. Add Analytics Tracking Code To Your Website

Add the Analytics tag to your website to begin seeing data on your property.

2.0. Copy the global site tag into the <head></head> section of your website

google analytics tracking code install

3. Create A Conversion Event. Set Up Conversion Goals

Google Tag Manager can help you to create custom events and set them as a conversion for performance tracking.

3.0. Navigate to Google Tag Manager Page ➜ Create Account

google tag manager create account

3.1. Add a New Account ➜ Enter account name Enter Container name (website) Choose the platform Web accept the Google Tag Manager Terms of Service Agreement

google tag manager create account setup

3.2. Install Google Tag Manager

Install Google Tag Manager

3.2.1. Paste the first code as high in the <head> section of your web page as possible:

3.2.2. Additionally, paste the second code immediately after the opening <body> tag:

3.3. Create a New Tag Name your tag

google tag manager create new tag

tag name

First, create a configuration tag with Measurement ID from your Google Analytics 4

3.3.1. Choose the Google Analytics: GA4 Configuration In the measurement ID field enter the ID of your Google Analytics 4 property

Where to find the measurement ID of your Google Analytics 4

3.3.2. Navigate to the Admin MenuProperty column Data Streams

Google Analytics4 Data stream measurement ID

3.3.3. Copy your Measurement ID

3.3.4. Paste your GA4 Measurement ID in Google Tag Manager’s Configuration Tag

Click Save Tag

3.4. Create New GA4 Event Tag Select Google Analytics: GA4 Event

google analytics GA4 tag

3.4.0. Configuration Tag Select the Google Analytics GA4 Configuration tag you’ve created previously

google tag manager configuration tag

3.4.1. Choose a trigger to fire the tag

event triggering

Let’s say you want to set an event when a visitor signs up for an email subscription.

In this case, you may want to fire the lead event when the visitor clicks on the submit button.

To accomplish this goal, first, go to your website and inspect the submit button of your subscription form to get the button’s class.

3.4.2. Make a right-click on your website’s subscription form click Inspect

sign up form

3.4.3. Copy the “submit” class of your subscription form

submit class

3.4.4. Go back to your Google’s Tag Manager Trigger select Click: All Elements

trigger type click all elements

3.4.5. Then select the Some Clicks option in the conditions section choose the Click Classes option ➜ contains paste the “submit” class from your subscription form click Save

Click: All Elements

google tag manager trigger configuration

3.4.6. Go to the Variables section click Configure select all the Click options

google tag manager variables configure

3.4.7. Click on the Preview button enter your website’s URL click Connect after the Debug page will be loaded click Continue and navigate to the Debug window


3.4.8. In the Debug Preview mode window complete your Form and click the Submit button return to your Google Tag assistant page and check if the event has been fired

fired event

3.4.9. Finish the Debug preview session and publish all the changes

Now after some time, all the fired events will be appearing in your Google Analytics 4.

To set specific events as conversions to track them later navigate to:

3.5. Configure Events click “Mark as conversion” on the desired events


4. Ways To Find The Conversion Data In Google Analytics 4 Reports

The conversion data is available in various places of the Google Analytics 4 interface. To name a few (but this list is definitely not complete):

  • Configure Conversions section in the left sidebar menu. This place is like an overview of all events that you have marked as conversions.
  • Acquisition Traffic Acquisition and then there is a column Conversions in the table
  • Explore. Include the Conversions metric in the Exploration report:

google analytics 4 explore

ga4 explore conversions find



P.S. If you have any questions or suggestions, please reach out to me via the comments below!

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