What is Google Analytics conversion?

1.What is Google Analytics conversion

Every website has a target user behavior, such as purchasing a product or completing an inquiry.

By registering your target behavior in advance, you can use the Google Analytics "Conversion" report to extract and analyze only those who took that behavior from the many users who visit your website.

2.How to view conversions with Google Analytics

2-1. Check the number of conversions and conversion rate

First, let's look at the number of conversions and conversion rates. Log in to Google Analytics,

  • 1. Click [Conversion]
  • 2. Click [Goal]
  • 3. Click [Overview]
How to check the number of conversions and conversion rate

By default, the total value of all set conversions is displayed. You can select individual conversions from the Goal Options section.

It ’s also important to see which sources drive conversions. Analyzing whether conversions came from ads or inflows from search forms can help you get to the next customer attraction.

To see which inflow channels helped convert,

  • 1. Click [Reference / Media]
How to check the source of inflow that contributed to the conversion

In this image, you can see that the influx from google search form is getting the most conversions.

2-2. Confirm page transition until conversion

For conversion analysis, the page that was viewed before the conversion is important. This is because the page that is most often seen before the conversion is a good page that has successfully appealed to users.

In Google Analytics, you can check page transitions up to 3 pages before conversion as follows.

  • 1. Click [Target Path Analysis]
Analysis of target path

2-3. "Goal Achievement Process" Report Best for EFO

For EFO (Entry Form Optimization), we recommend the "Goal Achievement Process" report.

  • 1. Click [Goal Achievement Process]
Goal achievement process

In this report, you can see the user exits at each step of the entry form. Identify and improve on the bottleneck steps.

To use the "Goal Process" report, you need to register for "Goal Process" when setting up a conversion.

How to set the "goal achievement process"

2-4. Check the conversion path with the multi-channel report

First-time visitors to your site aren't likely to convert directly. Many users convert after looking at your site several times.

However, the reports we've shown so far only provide information on converted sessions.

The Multi-Channel Funnels report provides information on sessions that did not convert during that session, but contributed to subsequent conversions.

The Assisted Conversions report shows how each channel contributed to conversions.

  • 1. Click [Multi Channel]
  • 2. Click [Assisted Conversion]
Assisted conversion

In addition, the "Conversion Path" report shows the inflow channel of each session leading to conversion.

  • 1. Click [Conversion Path]
Conversion path

For example, in the example shown in the red frame in the figure, users who came in from organic search in the first session came in with direct traffic in the next session and converted.

3. How to set up Google Analytics conversion

3-1. Google Analytics conversion types

Let's set up a conversion. There are five types of conversions.

Destination page
A conversion is when a user views a specific page. Set the page for completing inquiries and product purchases.
Stay time
A conversion occurs when a user stays on your site for a certain amount of time.
Pageviews / Screenviews (per session)
If the PV in one session exceeds a certain value, a conversion will occur.
File downloads and phone calls can be counted as conversions.
Smart goal
By linking with Google Ads, sessions that are likely to lead to conversion can be determined and measured by machine learning.

"Duration" and "Pageviews / Screenviews (per session)" are used for advanced analysis, so there is no problem if you can set "Arrival page" and "Event".

3-2. How to set up conversion on the "Arrival page"

To set up conversions on the destination page,

  • 1. Click the management icon
  • 2. Click [Goal]
  • 3. Click [New Goal]
Create new conversion

* If "New Goal" is not displayed, please contact the administrator because Google Analytics does not have enough privileges.

  • 1. Select [Custom]
  • 2. Click [Continue]
Select custom
  • 1. Enter the conversion name
  • 2. Check [Arrival page]
  • 3. Click [Continue]
Select destination page
  • 1. Select URL match condition
  • 2. Enter the URL specified for the destination page
  • 3. Click [Save]

In the "Arrival page" field, you need to enter the URL measured as "Page path" in GA. Be careful when rewriting the page path with a filter or when using "index pages" in the view settings.

3-3. Set the goal achievement process

A "Finished Page" conversion can also set up a "Goal Funnel" at the same time. You can analyze the form input screen and the exit from the EC site cart.

  • 1. Set the goal achievement process to [ON]
  • 2. Enter the pre-conversion page in the order that the user will go through
  • 3. To make the page of step 1 mandatory, select [Yes].
How to set the goal achievement process

If you select "Required", only users who viewed the page in Step 1 will be displayed in the "Goal attainment process" report. It does not affect conversions.

Be careful not to include the page that will be converted in the URL registered in "Step".

3-4. Set the target value

By setting "Value", you can set the amount of conversion.

  • 1. Set the value to [ON]
  • 2. Enter the amount to set
How to set the value

If the currency unit is dollars, you can change it in the view settings.

At first glance, it seems that there is no use other than EC sites, but by setting the "target value" and weighing the value of the conversion, you can evaluate the total even if there are multiple conversions.

The official documentation also recommends that you assign an evaluation value to weight conversions for unvalued conversions instead.

Assigning an amount to a goal is optional, but it is recommended because it helps monetize and evaluate conversions. Analytics also uses goal values to calculate other metrics, such as return on ad spend. If you ca n’t spend money on your goal value, use a consistent threshold to measure and compare conversions. For example, assign "1" to low value goals and "10" to high value goals. About Goals-Analytics Help

3-5. Measure conversions on external sites

If you have CMS or MA tools installed, the registration form may be on a different domain site. In Google Analytics, the session is cut off when the domain changes, so you need to set up cross domain tracking in addition to adding Google Analytics tags to the form screen.

After setting up cross-domain tracking, it is OK to set up conversions in the "Arrival page" in the same way.

3-6. How to set up conversion in "Event"

By setting a conversion by "event", you can register a user action other than page viewing, such as downloading a file, opening an email, or inquiring by phone, as a conversion.

  • 1. Select [Event] from the new creation screen
  • 2. Click Continue
Select event conversion
  • 1. Specify the event value
  • 2. Select when sending the value of the conversion in the event
  • 3. Click [Save]
How to create an event conversion

To set up an "event" conversion, set up the event in advance using JavaScript or Google Tag Manager.

At that time, set the category, action, label, and value, and measure by specifying here.

You can also send the value of the conversion mentioned above as the value of the event. If you want to specify statically, set "Use event value as conversion goal value" to [No].

The following section describes how to set up an event.

3-7. Counting file downloads and phone inquiries as conversions

To measure the download of a file as a conversion, set the following onclick event on the file download button in JavaScript and configure the conversion settings in Google Analytics (example of gtag.js).

 <a href="/download/example.pdf" onclick="gtag('event', 'click', {'event_category': 'whitepaper', 'event_label': 'paper1', 'value': '0'});"> 資料ダウンロード</a> 

In the above example, "click" is set as the "action" of the event, "whitepaper" is set as the "category", "paper1" is set as the label, and "0" is set as the value. By specifying these values in event conversion, you can count as conversion. If you have already installed Google Tag Manager, you can install without using JavaScript.

Event conversion settings

Although not strict, phone calls can be counted as conversions.

Attach the following onclick event in JavaScript to the link of the phone number that specifies "href =" tel: "", and set up the conversion settings in Google Analytics. This can also be set in Google Tag Manager as well.

 <a href="tel:0300000000" onclick="gtag('event', 'click', {'event_category': 'tel', 'value': '0'});"> 0300000000</a> 

3-8. Check the status of conversion

Once you've set up a conversion, be sure to check the status. If possible, we encourage you to visit and convert on your own, and check the "Conversions" section of the "Real Time" report.

  • 1. Click [Real time]
  • 2. Click [Conversion]
See conversions with real-time reports

When a conversion occurs, it is immediately reflected in a "real-time" report so you can test the conversion.

4. Conversions do not match?

If conversion is measured by linking Google Ads and Google Analytics, there may be cases where the conversion numbers in Google Ads and Google Analytics do not match even if the same goal is set.

The reason is the difference in the definition of conversion between Google Ads and Google Analytics.

Google Analytics converts once per session, so if you make two purchases in the same session, for example, the number of conversions will be recorded as "1". On the other hand, Google Ads doesn't have the concept of a session, so if two purchases occur in the same session, the number of conversions is recorded as "2".

In addition, data errors will occur when a user who comes in from the ad leaves the site once and then comes in from another channel such as search and converts. Google Ads records conversions as inflows from ads, while Google Analytics records inflow channels for converted sessions as conversions.

5. Checkpoints when conversion is not measured properly

Setting up conversions is complicated, and often results in poor measurements. If you ca n’t count conversions, check the following:

The URL set for the "reach page" is incorrect

Let's check again whether the URL set in the "Arrival page" is correct. Must be described with the page path measured by Google Analytics. You can see the measured page paths in the "Site Content" section of the "Behavior" report.

Special care is required when the page path is rewritten by the view filter or when the "default page" is set in the view settings.

  • 1. Click [Action]
  • 2. Click [Site Content]
  • 3. Click [All Pages]
Check site content

Inappropriate match condition of URL specified in "Arrival page"

In the case of a page that is dynamically given parameters, the matching condition of the URL must be "Equal", not "First match" or "Regular expression".

If you set the match condition of the URL to "first match", make sure that no unintended pages are included.

Event not sent

In many cases, events are not sent due to JavaScript writing mistakes or Google Tag Manager setting mistakes. Google Analytics can also check the event itself, so make sure that the event is sent.

  • 1. Click [Action]
  • 2. Click [Event]
  • 3. Click [Overview]
Check the event

Event variable is wrong

Even though the event is being sent, the variable may be wrong. For developers, here is how to check event variables. Uses Google Chrome extension called " Google Analytics Debugger ".

  • 1. Download "Google Analytics Debugger"
  • 2. Enable "Google Analytics Debugger"
  • 3. Open the page where the event you want to check occurs
  • 4. Press F12 to open the Developer Tools
  • 5. Select [Console]
  • 6. Fire the event
  • 7. Check the values of "eventAction", "eventCategory", "eventLabel", "eventValue", "hitType" etc. displayed on the console
How to check event values

If you do not see anything on the console, it is likely that no events have been sent.

6. Access analysis tool "Anatomy" to visualize the user's page transition leading to conversion

Finally, let's look at Anatomy, a tool that helps you visualize and capture conversions.

To check conversions in Anatomy,

  • 1. Click [CV]
How to check conversions in Anatomy

Green tiles represent each page of the site. Conversion completion pages are marked with a red "CV" in the lower left corner of the tile. The number on the tile indicates "the number of conversions through the page". The shade of the tiles depends on the number of the tiles, so if you look at the shades of the tiles, you can see which pages are contributing to the conversion.

Click the conversion name to drill down for each conversion.

  • 1. Click the conversion name
Drill down analysis for every conversion with anatomy

The conversion completion page you clicked is shown in a green box, and the source of the conversion session is shown in a blue box.

Clicking on the inflow source with a blue frame displays the landing page from that inflow source.

  • 1. Click the tile of the inflow source
Check landing page with Anatomy

Next, click on the landing page to see the next transition page.

  • 1. Click the landing page
Check the next destination page of the landing page in Anatomy

When you click "View", all pages that passed through the session that converted and the number of sessions that converted via that page are displayed in a blue frame.

  • 1. Click View
View all conversion-related pages in Anatomy

In this way, anatomy is a tool that allows you to visually check the pages that contributed to the landing, subsequent transitions, and conversions from the source of conversion users.


By setting up conversions, you can measure user behavior according to the purpose of your website. You can try it for free, so please try " Anatomy ".

We also provide services to diagnose and optimize Google Analytics settings . If you have any concerns about setting / measurement of conversion, please use it.

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