Conversion Events

The next step is creating your conversion events.

If you’re an e-commerce site and checked that box, all the default e-commerce conversions have already been setup for you!

Where is this in the Pipeline Interface?

here_set_up_conversions

What are you setting up here?

This page allows you to create the conversion events for your site.

These let you measure valuable actions your users take.

For example this could be:

  • Making a purchase
  • Filling out a form
  • Signing up to a newsletter.

Currently we don't automatically pull through any key events you've set up in GA4 you'll need to re-add them here.

How do I do it?

  1. Start building a Conversion either manually or using one of the presets.
  2. You customise the Conversion Event.

Let’s break it down..

1. Add a conversion event

You can decide to either:

  • Manually set up a Conversion Event.
  • Select (and adapt) one of the pre-existing Conversion Events.

different_conversion_types

2. Customise the conversion event

Then we want to customise it. We’ve annotated the form below, but you might also need to look at the examples below to help understand all the options!

creating_conversion_events_diagram

There are two key concepts to understand when creating a conversion:

  1. You need to flag individual events as conversions.
  2. You then need to chose how these events are rolled up across a session in case it happens more than once.

creating_conversion_events_diagram

Examples

Example 1: Purchase event for extended warranty purchases

Let’s say we’re creating a separate conversion for when a user purchases with extended warranty.

The two key conditions here are:

  • event_name = purchase
  • dim__add_ons = extended_warranty

What is dim__add_ons?

This would be a custom event parameter that your developers have added to the purchase event. (We automatically add the dim__ to the start of it.)

conversion_event_example_1

Example 2: Email signups

We want to track our email signups. But if someone accidentally hits form submit twice we only want to record it once.

The conditions here are:

  • event_name = form_submit

In this hypothetical example we have only one form submit on our website (which is unlikely), but ignore that for this example!

When this is true we do the following:

  • We set the conversion value to 1.
  • Then we set our aggregation to MAX.

This means that in a session if the user submits the form twice, we take the max value of each conversion.

And the max value of 1 is still 1!

conversion_event_example_2

Concept: What are Conversion Events in Pipeline?

Conversion Events are a enhanced version of GA4 Key Events

In the GA4 interface, you’ll be familiar with “Key Events” (Previously known as Conversions).

Key events are basically “regular” events which have been tagged as “key.”

E.g. you could flag any of these as “key” events:

  • purchase
  • form_submit
  • in_app_purchase

We make conversion events slightly differently and this gives two major advantages:

  1. Can be retrospectively backdated (to when you started collecting BigQuery data)
  2. The criteria can be a lot more detailed

Conversion Events - FAQs