New format
Goals and conversions in Google Analytics (GA4)
In Universal Analytics “goals” were a separate builder (page, duration, pages/session, event). In GA4 the model is different: almost everything is events, and important ones are marked as key events / conversions. Same idea: measure leads, purchases, thank-you pages, and micro-conversions.
Below: why conversions matter, how to map old goal types into GA4, how to tag events and verify reports. Store funnel behavior is in the ecommerce Analytics article; Yandex Metrica goals are a separate piece. The GA4 UI changes — lean on meaning, not 2019 screenshots.
Why mark conversions
Without conversions you see traffic but not whether people reach a lead or payment. Conversions feed reports, channel comparison, and ad optimization.
Business goal first (order, lead, call), then the technical event. Don’t start from a “template gallery” for a checkbox.
What we usually mark:
- thank-you / successful order
- form submit
- “Buy” / “Call” click
- signup
- important funnel micro-steps
From Universal goals to GA4 events
Old goal types are useful as a mental task map — but you configure them in GA4’s event model now.
Destination (page) → success URL view or post-payment event. Duration / pages per session → engagement signals or your own thresholds. Event → click/form events marked as key.
UA idea → GA4 mapping
| Was in UA | Meaning | In GA4 |
|---|---|---|
| Destination | Reached a URL | page_view success / lead event |
| Duration | Long on site | engaged session / custom event |
| Pages/session | Depth | views + engagement |
| Event | Click/video/form | event + key event |
Conversion on a success URL
Store and services classic: “thanks for your order” / success page. Users without a purchase rarely land there (except typing the URL — rare noise). noindex the thank-you if it shouldn’t be in search.
In GA4 make sure that page view shows as an event (often `page_view` with page_location) and mark the right event as key — or fire a separate `purchase` / `generate_lead` from backend/GTM; that’s more reliable than URL alone.
Thank-you practice:
- unique URL after the action
- noindex when needed
- purchase/lead event backs the URL
- conversion value — by average order/lead if you track ROI
Engagement: time and depth
A long visit on a taxi landing may mean “couldn’t find the button.” On a learning portal a short session may mean “didn’t stick.” Interpretation depends on the product — don’t copy someone else’s minute thresholds.
In GA4 look at engaged sessions and interaction events. For content you sometimes add “read N screens” or scroll — only if it really drives decisions, not report cosmetics.
When to watch engagement:
- media and blog
- landing UX assessment
- comparing content variants
- not as the store’s only KPI
Button and form events
Most flexible type: CTA click, successful submit, video play, chat start. Event names — Latin, stable dictionary (`form_submit`, `click_buy`). Parameters where needed (form type, button ID), no personal data against policy.
Via GTM: click/submit trigger → GA4 event tag → mark as key event in Admin. Via gtag — `gtag('event', '…')` per Google docs. Verify in DebugView before go-live.
Tagging minimum:
- one event name sitewide
- fire on success, not every focus
- test in DebugView
- mark key event / conversion
- table: event → where in code → owner
Funnels and report checks
Replace UA sequences with Explorations and event funnels: view → cart → checkout → purchase. Watch where the break is — not only “average conversion %.”
After setup compare channel/campaign by key events. Cross-check CRM and Metrica: gaps are normal, but order of magnitude should align.
Launch checklist:
- GA4 tag on all templates
- event dictionary agreed
- key events enabled
- DebugView OK
- 24–48h report without surprises
- docs for the team
FAQ
Do Universal goals still work?
Universal Analytics is retired. Configure and read conversions in GA4. Old “Admin → Goals” guides are historical.
What replaces a Destination goal?
A thank-you / success URL pageview event or a separate purchase/generate_lead event. Mark it as a key event.
Where did “visit duration” as a goal go?
In GA4 look at engaged sessions and custom time-based events. Don’t copy a UA goal one-to-one — set a threshold for your job.
How many conversions can I set up?
GA4 limits differ from UA’s “20 goals.” Don’t spawn dozens of near-duplicates — keep an event dictionary.
Do I need gtag or GTM?
Either works. GTM is easier for buttons and forms without editing the template every time. Main rule — one event = one name.
How does a conversion differ from ecommerce?
Ecommerce is purchases and products. Conversions are any key events, including leads and micro-steps. A store usually needs both tracks.
Should I use GA4 instead of Metrika?
Often both: Metrica is closer to RU and Session Replay, GA to Ads and the Google product stack. Set goals in each counter for your reports.
Do conversions equal search rankings?
No. They measure on-site outcomes. SEO rankings grow separately; page-one share for the core is typically planned for two to six months after work starts.
Still thinking in Universal “Goals” — and GA4 only shows traffic without key events?
We’ll map thank-you, leads, and CTA events as key conversions — DebugView first, then Ads.
Discuss the task
