Web Analytics
How to Set Up Conversion Tracking in GA4 Without Losing Your Mind

Why GA4 Feels Like a Nightmare (But Doesn’t Have to Be)

Google Analytics 4 is powerful — but confusing.

The interface changed, goals are now “events,” and most marketers feel like they’re flying blind.

The good news?

You only need to understand a few core steps to get clean, useful conversion tracking in GA4.

Let’s break it down — no fluff, no jargon.

Step 1 – Set Up GA4 Correctly from the Start

Before tracking conversions, you need a proper setup.

Do this:

• Create a GA4 property in Google Analytics
• Install the GA4 tag using Google Tag Manager (GTM) or direct script
• Link your GA4 property to Google Ads (if running campaigns)
• Enable Enhanced Measurement to auto-track pageviews, scrolls, outbound clicks, etc.

Pro tip: Don’t skip GTM — it gives you way more flexibility.

Step 2 – Understand Events vs Conversions

In GA4, everything is an event.

Examples of events:

• page_view
• scroll
• form_submit
• purchase
• generate_lead

But only some events should be counted as conversions.

Do this:

• Go to GA4 → Admin → Events
• Find the event you want to count (or create it)
• Toggle Mark as conversion

Now it will appear in your reports as a tracked goal.

Step 3 – Create Custom Events in GTM (When Needed)

Want to track button clicks, form submissions, or popup interactions?

You’ll likely need custom events via Google Tag Manager.

Example: Track form submissions

1. Create a GTM trigger for Form Submission
2. Add a tag: GA4 Event
3. Name it something like form_submit
4. Fire the tag only on pages where the form exists
5. Submit and publish the GTM container

Boom — now GA4 sees it.

Step 4 – Use UTM Parameters for Campaign Attribution

Conversions are useless if you can’t tell where they came from.

Always tag links (ads, emails, social) with UTM parameters:

• utm_source
• utm_medium
• utm_campaign
• Optional: utm_content, utm_term

In GA4, go to Traffic acquisition → Filter by campaign/source to evaluate.

Step 5 – Test Your Events Before You Trust Them

Never assume GA4 is tracking correctly.

Do this:

• Go to DebugView in GA4
• Open your site with GTM preview enabled
• Perform your desired action (click, submit form, etc.)
• Make sure your event fires in real-time

If it doesn’t show — fix it before going live.

Bonus – Use “Exploration” Reports for Clear Conversion Paths

Standard GA4 reports are limited.

Use Explorations to:

• Build custom funnels
• Visualize drop-offs
• See which sources drive conversions
• Map the user journey across devices

It’s like having a heatmap — but for behavior analytics.

Final Thoughts – GA4 Isn’t the Enemy

GA4 feels overwhelming because it’s built for analysts, not marketers.

But when set up right, it gives you:

• Real insights
• Better attribution
• Stronger ad targeting
• Clean conversion data

At Sync Studios, we set up GA4, GTM, and UTM tracking for our clients so their campaigns can be optimized properly — not just guessed.

Need help getting GA4 to work for you instead of against you?

Let’s Sync.