eCommerce Conversion Tracking in GA4: A Detailed Walkthrough

eCommerce Conversion Tracking in GA4: A Detailed Walkthrough

Keeping an eye on your conversion data is so important to eCommerce success; because it helps you understand what actions lead to people buying things, filling out forms, or downloading your resources. 

GA4 lets you see more about how customers move through your site so you can tweak your marketing campaigns to work better. With the help of conversion reports in Google Analytics, you can track and optimise your conversion rates to improve your online business.

In this blog, we’re diving into how to keep track of conversions in Google Analytics 4 (GA4) for your online shop. We’ll walk you through setting up conversion tracking in GA4 step-by-step. You’ll learn all about its neat features and get clear instructions on how to get everything running smoothly. Plus, we’ll look at how GA4 compares with Universal Analytics (UA), the older version.

By the time we wrap up this guide, you’ll know exactly how to use GA4’s conversion tracking to boost your online store’s performance. You can check if those marketing campaigns are paying off and make smart choices based on solid data that can help grow your business.

Understanding the Basics of Conversion Tracking

To get a grip on conversion tracking in GA4, we should first grasp the simple stuff. Conversion tracking is all about keeping an eye on and measuring what people do on your website or app that matches up with what you want to achieve for your business.

For those running eCommerce sites, this could mean keeping track of things like when someone buys something, fills out a form, or downloads your app. By monitoring these conversions, you’re able to learn more about how users act, tweak your marketing efforts for better results and make choices based on solid data to boost how well your eCommerce site does.

Defining Conversion Tracking in the eCommerce Sphere

In the world of online shopping, keeping an eye on conversion tracking is super important for businesses. It helps them see what actions, like buying something, signing up, or downloading stuff lead to good results. By using GA4 to set up these conversion events, businesses can figure out which marketing efforts are paying off by leading people to do things that matter to the business, such as making purchases or giving your business a phone call.

A conversion event in GA4 is any action you think is valuable for your shop or service. This might be when someone buys something from you, signs up for your emails or puts items in their cart. Keeping track of these events lets you understand more about what customers do and how they behave. With this info at hand, tweaking your ads and promotions becomes easier and could help make sure more visitors turn into buyers.

The Critical Role of Conversion Tracking for Online Businesses

Conversion tracking is crucial for online businesses to do well. It helps them see how well their marketing campaigns are working by keeping an eye on user interactions and figuring out what gets people to take action, like buying something or signing up. With this info, companies can make smart choices about where to spend their money on advertising.

By looking into which ads or social media posts get the most clicks and actions, businesses can put more effort and budget into what’s working best. This way, they’re likely to get more bang for their buck.

On top of that, conversion tracking lets companies dig deep into how users move around on their websites or apps. If there’s a spot where folks tend to leave without doing anything, the business knows it needs fixing up so that doesn’t happen as much.

In short, keeping track of conversions isn’t just helpful; it’s pretty much a must-do if an online business wants to grow and succeed by making better decisions based on real data from marketing campaigns and user interactions.

Exploring GA4’s Conversion Tracking Capabilities

GA4 brings some new tools to the table for keeping an eye on how well your online store is doing in turning visitors into customers. Google Analytics lets you see what’s happening both on your website and mobile app. It works together with Google Ads to get a better look at how your ads are performing and uses detailed reports to deep-dive into conversion data.

When we put it side by side with Universal Analytics (UA), GA4 steps up its game by focusing more on tracking events rather than just page views. This change means you have way more freedom to track pretty much anything important to your business, like when someone fills out a form, buys something or downloads content from your site.

A Comparative Look: GA4 vs. Universal Analytics for Conversion Tracking

Let’s take a comparative look at the conversion tracking capabilities of GA4 and Universal Analytics (UA) to understand the key differences and advantages of using GA4 for eCommerce businesses.


Universal Analytics (UA)

Google Analytics 4 (GA4)

Event Tracking Model


Event-based with parameters

Conversions Setup

Goals (up to 20 per view)

Events marked as conversions (no limit)

Cross-Platform Tracking

Limited (separate properties for web and app)

Unified tracking across the web and app in one property

Custom Dimensions and Metrics

Limited by scope (hit, session, user)

Flexible and event-scoped

Attribution Modelling

Last non-direct click (default), customisable

Data-driven model (default), customisable

Reporting Interface

Separate views for different data streams

Unified reporting interface

User ID Tracking

Available, but requires a separate setup

Simplified and built-in

Enhanced Measurement

Requires manual setup for each event

Automatic tracking for common events

Data Collection

Session-based data model

Event-based data model

Funnel Analysis

Limited, requires setup of Goals and Events

Built-in Funnel Analysis reports

Debugging Tools

Tag Assistant and DebugView

Built-in DebugView for real-time testing

Data Retention

Customisable, default 26 months

Customisable, default 14 months

Machine Learning Insights

Basic, with some automated insights

Advanced, with predictive metrics and insights

User Privacy and Data Controls

Basic support must handle consent management

Enhanced controls for data collection and consent

eCommerce Tracking

Requires Enhanced eCommerce setup

Simplified event-based setup

Key Features of GA4 for Enhanced Conversion Tracking

GA4 has tools for online shops to keep an eye on their sales and customer actions. Here’s what they offer:

  • With Enhanced Measurement, GA4 does all the heavy lifting by automatically keeping tabs on usual activities like how many people visit your page, and if they’re scrolling through your content, watching videos, or downloading stuff. This means you don’t have to mess around with settings just to see what’s happening.
  • When it comes to working with Google Tag Manager (GTM), GA4 fits right in. It acts as a one-stop shop where you can manage all those little pieces of code that track what visitors do on your site without having to change any website coding yourself.
  • The option for Custom Events is pretty neat because it lets businesses pinpoint exactly which actions or behaviours matter most to them. So instead of general tracking, you get a clear picture of specific things customers do that could lead up to making a purchase.
  • Lastly, Event Parameters are super handy since they let companies add more details about each event being tracked. This way, there’s more context behind every click or interaction users have with the site giving deeper insights into why people might decide to buy something (or not).

Step-by-Step Guide to Setting Up GA4 for Your eCommerce Site

After going over the main points and features of GA4 for keeping track of conversions, let’s get into how to set it up step by step for your online store. First off, you’ll need a GA4 property and should be able to use Google Tag Manager (GTM).

  • To kick things off with creating a GA4 Property: Log into your Google Analytics account and make a new GA4 property just for your online shop. Just follow what the screen tells you to do so you can get everything set up including getting the Measurement ID.
  • For setting up Google Tag Manager: If it’s something new to you, go ahead and sign up for an account on GTM then create a container specifically meant for your site. You’ll have to add the GTM container code to your website next.
  • When making a Data Stream: Within that newly made GA4 property of yours, look out for the “Data Streams” section where you will start another data stream dedicated to your site. There are steps provided there which help link this all back to GTM.
  • Configuring Conversion Events: This part is done in GTM where tags along with triggers are created aiming at tracking conversion events happening on-site like when someone fills out forms or makes purchases. These triggers should be adjusted so they activate those specific conversion events within GA4.
  • With testing and publishing: Make sure everything’s working as intended by using the preview mode available in GTM before anything goes live ensuring every event tracks properly capturing what’s needed. Once confident enough about its functionality, publish that GTM container bringing live tracking capabilities onto your eCommerce platform.

By sticking closely to these instructions you can successfully integrate GA4 into your eCommerce website allowing you to monitor conversions effectively thereby gaining insights into user behaviour and ultimately helping refine marketing strategies.

Digital experiences that deliver remarkable results for eCommerce

Crafting the Perfect Conversion Events in GA4

To nail down tracking and measuring the stuff that matters for your business in GA4, it’s all about setting up conversion events right. Think of conversion events as those key moments or actions on your site or app—like when someone buys something, signs up, or downloads—that you see as wins for your business. 

One way to set up conversion events is to use an existing event and enable it as a conversion. This works well if you have very broad (or common) actions that people perform on your website that you want to track as a conversion, such as the number of conversions for all file downloads.

Another important aspect is to select a timeframe and view conversion reports, which will show you the number of conversions generated for each conversion event you’ve set up, including key events. This allows you to track and analyse the success of your conversion events and make adjustments as needed. 

Alternatively, you can create a new event based on an existing event in Google Analytics, allowing you to track and measure specific actions that are important for your business. 

When getting these conversion events ready in GA4, keep a few things in mind:

  • Look closely at what actions on your website or app lead to positive interactions happening. This could be anything from purchasing to signing up for something.
  • Figure out exactly what needs to happen for you to say “Yep, that’s a win!” and count it as a conversion event.
  • Pick names and details for these events that make sense so you can track everything properly without any mix-ups.
  • Don’t forget to check if these conversions are being tracked correctly by doing some tests.

By paying attention to crafting just-right conversion event setups in GA4, you’ll get better at understanding how people interact with what you’re offering. This helps big time with tweaking your marketing moves and pushing growth forward if running an eCommerce gig is your thing.

Identifying Essential eCommerce Conversion Events

Figuring out the main events that show when someone takes an important action on your website or app is key for keeping track of what’s working and what leads to good results. These big moments, often called macro conversions, are the actions that help you hit your business targets and bring in revenue.

Some examples of these crucial eCommerce conversion events include:

  • Completing a purchase or checkout
  • Sending in forms for getting leads
  • Signing up for accounts
  • Puttings or wishlists
  • Signing up for newsletters

By pinpointing these critical conversion events, you’re able to keep an eye on and measure the moves making the biggest difference to your online shop. This helps make your marketing campaigns better, enhances how users feel about their experience and gets more people to take action like buying something.

Overcoming Common Conversion Tracking Challenges

While tracking conversions in GA4 has its perks, marketers might run into a few common problems. These include figuring out tracking issues, making sure the data is correct and accurate, and finding ways to track actions that happen offline.

To tackle these issues effectively, it’s crucial to follow a step-by-step method for solving problems. Start by examining how you’re keeping track of things; look for any mistakes or bits that might be missing. Using tools like DebugView can help you see how your tracking works as it happens. Also, make sure to regularly check and update your setup so your data stays true and reliable.

Troubleshooting Tips for Frequent GA4 Setbacks

When you’re trying to fix common problems with tracking conversions in GA4, here’s what you should do:

  • Start by checking your setup: Make sure all the parts of your conversion events, like triggers and parameters, are set up right.
  • With DebugView on your side: This tool lets you see how things are working as they happen. It helps spot any mistakes or things that don’t match up.
  • Look into differences in data: Compare the conversion data from GA4 against other places where it might be recorded, such as the backend of your website or different tracking tools. This way, you can find out if anything is missing or doesn’t add up.
  • Turn to the GA4 community for help: There’s a lot of knowledge out there in forums and online groups made by Google. Other people using GA4 might have gone through similar issues and can offer advice.

By sticking to these steps, you’ll be able to pinpoint and sort out typical hitches in tracking conversions with GA4, making sure that what gets reported is both accurate and trustworthy.

Best Practices for Ensuring Data Integrity and Accuracy

To keep your conversion data in GA4 both accurate and reliable, it’s really important to stick to some key steps:

  • Make checking your tracking setup a regular thing. Look over your conversion events, what details they’re capturing, and how they start (triggers) to make sure everything is set up right and matches what you want for your business.
  • Put checks in place for the accuracy of your data. This means using other ways or tools to double-check that the information about conversions you’re getting is correct. You might compare info from various places or use extra services designed for tracking.
  • Keep only the good stuff in your data. Every so often, go through and get rid of any duplicate entries or things that don’t matter anymore so that all you’ve got left is useful info for figuring out how well things are going.
  • With Google always updating GA4 with new stuff, staying in the loop on these changes can help ensure you’re using all its features correctly for keeping track of conversions.

By doing these things consistently, you’ll be able to trust the quality of your conversion tracking information better which helps when making decisions based on this data.

eCommerce Conversion Tracking

Wrapping things up, getting good at tracking how well your online store is doing with sales and customer interactions in GA4 is super important for its success. By getting a handle on the details of when people buy something or take an important action, and looking closely at that data, you can make more money and get more people interested.

With GA4’s tools and following some smart tips, you can tweak how you keep track of everything to get even better results. Always be ready to fix any problems quickly and make sure your information is right so you can make choices that are best for your business. 

Boosting your online selling skills with accurate tracking that matches what you’re aiming for will help grow your business. Now’s the time to start making decisions based on solid data!

Ready to take your eCommerce website to the next level? 

Now you’ve got the basics of setting up conversion tracking, why not find out how you can make the most of GA4 and conversion data? If you want to talk about unlocking the full potential of GA4 for data insights, then please contact our team today.

Written by

Want to find out how we can help?

We collaborate with ambitious eCommerce retailers looking to scale their business, profitably. We’d love to hear from you.