As a website/e-store owner, it is important to know how visitors behave on your site, what actions they take during their visits, which requires you to activate conversions within your Google Analytics account.
In this explanation, we will learn about the most important benefits that can be gained by activating conversions in your site’s Google Statistics account, in addition to a practical and applied explanation of activating conversions within the account to know the most important actions that visitors to your site perform, and thus you can take the decision to improve your marketing efforts.
What are conversions in Google Analytics, and how do we benefit from them?
Conversions in Google Analytics refer to a specific action that a person takes within the site, and you can create conversions in your Google Statistics account in order to track the actions that your visitors take while browsing the site, which helps you better understand visitors’ behavior, and thus you can provide an appropriate browsing experience. Significantly with the quality of visitors.
In the new version of Google Analytics GA4, creating conversions has become easier than in previous versions, which motivates you to start activating conversions within your account to obtain a lot of data that helps you in making decisions. Here are the most important examples of using conversions in Google statistics:
- Through conversions, you can identify the number of customers who entered the (store) page only.
- You can know the number of customers who have added products to the basket, and thus you can know the rate of emptying the basket within your store .
- The ability to identify the number of customers who reached the payment page within the store, but did not complete the purchase process.
- Learn about visitors who downloaded a file from within your site.
- Know the visitors who used the search bar within your site.
- Through conversions, you can know which visitors have filled out a data entry form on your site.
- You will be able to recognize visitors who have watched a video within your site until the end.
- The ability to identify the number of visitors who filled out a data submission form within the site.
- Know the number of visitors who clicked on the call button within the store or website.
As you noticed, there is a lot of very useful data, which you can access if you activate conversions within your site’s Google Analytics account.
In the following paragraphs, we will explain the practical and applied method of creating and activating conversions. Before starting, I advise you to first make sure that you have a Google Analytics account and have already linked your site to the account so that you can obtain the greatest amount of benefit.
Steps to activate conversions in Google Statistics
If you are still using the old version of Google Statistics, I advise you to switch to the new version GA4, which provides many features for you, in addition to Google officially announced that it will delete the old version in the coming months.
We will continue this explanation based on GA4
First, log in to your account in Google Statistics, then go to the ( Settings ) tab from the side menu, then go to the ( Events ) tab. An interface will appear in front of you containing the events provided by Google Analytics by default:
As shown, under the (Current Events) list, there are some default events that the service provides by default, and let me explain to you the benefit of these events before we begin explaining the activation of transfers:
- First_visit : This event tracks visitors who enter the site for the first time.
- page_view: This event collects data about all the pages that the visitor accessed while on the site.
- Scroll : This event tracks visitors who have browsed the site and scrolled the page down.
- Session_start: This event tracks visitors who have completed a full session within the site, and the session data is stored within their web browser.
As you may have noticed, Google Analytics uses events to track visitor data and provide accurate data about the actions a visitor performs while on the site.
So how do we activate conversions now?
Simply put, we will use the default events and the data you provide to create the transformations that we want to use to track custom data other than the normal data provided by the program.
To make the idea better clear, let’s say that we want to create a conversion within the account that will track the visitors who enter the (store) page without the rest of the other pages.
The first step that we will take is to create a new event with any name we want, and we will use one of the default events provided by Google Analytics, and specifically we will use the Page_view event, which we mentioned previously that it tracks visits that occur within all pages of the site, but we will create a conditional condition inside The event restricts site page visits data to focus only on visits to the (store) page only.
Let us begin the practical steps, from within the ( Events ) page that we referred to in the previous image, click on the ( Create a New Event ) button:
An interface for creating the new event will open in front of you, and it contains 3 basic data that you must fill in the correct way in order for the event to be created to collect data tracking visits to the store page only, and this data is as follows:
- In this field, you enter a name for the event, and you can call it any name you want. In this case, we called it Shop_visit to express the function it will perform, which is to track visits to the store page.
- Number (2) contains 3 basic data. In the first, you will find the value Event_name. Leave it as it is, because we use the name of a ready-made event. The second (equals) also leave it as it is, and in the third, we will write the name of the event that we use to track the data, which is Page_view.
- Number (3) also contains 3 basic data. The first we will write the command Page_location, which works to track the URL link of the store page in this case, and the second we choose (contains), because we want to track the link to the store page that contains the name of the page in the link, In the third field, we will enter the name of the store page that appears inside the store’s URL link. In the case of the store that I am testing on, the store page is called (Shop), and therefore I wrote it as it is.
After completing the data as I explained to you, click on the Create button at the top of the page:
Returning to the ( Most Recent ) page again, you will find the name of the new event now present within the default events provided by the program, and here you must click on the activation button located next to the event name so that this event will be marked as ( successful conversion ) within the site:
There is only one step left now, which is to add the name of the new event to the list of conversions in Google Analytics, by entering the (Successful Conversions) tab and then clicking on the (New Successful Conversion Event) button:
Now write the name of the new event and click on the ( Save ) button.
Here we have completed all the steps for creating a new referral in Google Analytics, which tracks the visits that enter the store page, and conversions often take 24 to 48 hours until they begin to track the data accurately within the site.
If any of the website visitors enter the store page, Google Analytics will start tracking this data through the shop_visit event, and the number of successful referrals will appear to you in front of the name of the event in the successful referrals tab within your account, which you can access by entering the indicated settings icon. In the side menu within the account:
Thus, you have activated conversions within your Google Analytics account, and you can create any event to track the type of data you want to access. The more detailed data you have about your site’s visitors, the more you can work within the site to improve the user experience and provide the best options for your visitors, which is This contributes to doubling the success of the site and increasing your store’s sales.
In the end, knowing the behavior of visitors on your site is one of the things that you should pay attention to, in order to understand your visitors better, which helps you develop the site to meet their needs in the way they aspire to, as well as intersect with your business goals
