Setting up conversion tracking with GA4 and Google Tag Manager
Without conversion tracking, marketing is guesswork. Here is how to plan events, set them up in Google Tag Manager and mark key events in GA4.
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Key takeaways
- Plan which actions matter before configuring anything.
- Google Tag Manager keeps tracking code in one manageable place.
- Respect consent and test every event before relying on the data.
Conversion tracking tells you which visits lead to the actions that matter: enquiries, bookings, purchases and calls. It is the basis for judging SEO, advertising and website changes.
1. Plan your events
List the actions that matter and how to detect them:
- Primary conversions: form submissions, purchases, booking confirmations, phone calls from the website.
- Supporting actions: clicks on email or WhatsApp links, file downloads, newsletter sign-ups, key page views.
For each, note where it happens and what information is useful, such as form name, product or value.
2. Install Google Tag Manager
Google Tag Manager (GTM) is a container that loads tracking tags on your site. You add its code once, then manage tags in GTM's interface. Use it to install the Google tag for GA4 and tags for ad platforms.
3. Configure events
Common methods:
- Thank-you page views: fire an event when the confirmation page loads.
- Form submission events: many sites push a message to the data layer when a form succeeds, which GTM can listen for. This is more reliable than tracking button clicks.
- E-commerce events: stores send standard events such as add_to_cart and purchase with product and value data.
- Click events: for phone, email and messaging links.
Use clear, consistent event names.
4. Mark key events in GA4
In GA4, mark the events that represent business results as key events. Import them into Google Ads, or set up Google Ads conversion tags, so campaigns can optimise for them.
5. Handle consent
In many regions you need visitor consent for analytics and advertising cookies. Use a consent banner connected to Google's Consent Mode so tags respect choices. Our guide to cookie consent basics explains the essentials.
6. Test everything
Use GTM's preview mode and GA4's DebugView to check each event fires once, at the right time, with the right details. Submit real test forms and purchases.
7. Document it
Keep a simple tracking plan: each event, its trigger, where it is used and who owns it. It saves confusion when your site or team changes.
Accurate tracking is set up at the start of our paid advertising and SEO engagements.
Frequently asked questions
What are key events in GA4?
Key events are the events you mark as important to your business, such as form submissions or purchases. Google Analytics used to call them conversions.
Do I need Google Tag Manager?
It isn't required, but it makes adding and managing tags for analytics and ad platforms much easier without changing website code each time.
