Where to find conversion rates in Google Analytics 4?

Conversion rate is defined as how many visitors take a desired action on your website, such as making a purchase or submitting a form.

Here’s the formula to calculate it.

Conversion Rate = Number of visitors who triggered a conversion event in a particular time span / total number of visitors in the same time period.

Google Analytics Conversion rate metrics cannot be found in the GA4 standard reports.

So, where is it?

Google Analytics 4 now allows you to convert events from your property into goals. To create a conversion, go to the Events report. Choose which events to mark as conversions.

Here’s how you can find and use conversion rate metrics in Google Analytics 4:

Step 1: Don’t forget to mark events as conversions or setup conversion tracking in your GA4 property.

Step 2: Ensure that your Google Analytics 4 events are being correctly reported and tracked before you take the next step.

Step 3: Now, navigate to the ‘Explore’ section in your GA4.

Step 4: Select the ‘Blank’ report template.

Step 5: Name your report ‘conversion rate of each goal.’

Step 6: Set the report’s date range to the last 30 days.

Step 7: Click on the ‘+’ icon next to Dimension.

Step 8: Search for the ‘Event Name’ dimension, now click on the checkbox adjoining it and then click on the ‘Import’ button.

Step 9: Double-click on the ‘Event Name’ dimension to automatically add it to the Rows section.

Note: When you double-click on the ‘Event Name’ dimension, you will not see any change to the canvas on the right side. But even if you can’t see, it has been added to the canvas. So when you start adding metrics to the canvas, you would start seeing the dimension(s).

Step 10: Now click on the ‘+’ button next to Metrics.

Step 11: Pick the following metrics by searching for ‘Conversions’, ‘User conversion rate’, and Session conversion rate’ and then click the ‘Import’  button.

Step 12: Double-click on the selected metrics one by one, starting at the top, so they can be automatically added to a blank canvas on the right.

You should now see the dimensions and metrics in the report canvas to the right.

That’s how you can find and use conversion rates in Google Analytics 4.