Conversion Tracking Setup Guide
Proper event tracking across the entire funnel. Complete implementation guide for Google Analytics 4 and Google Tag Manager with code examples and debugging tips.
Why Proper Tracking Matters
You can't optimize what you can't measure. Proper conversion tracking is the foundation of data-driven growth.
- Measure true ROI: Know which channels drive revenue, not just traffic
- Identify drop-off points: See where users abandon the funnel
- Optimize with confidence: Test and measure every change
- Attribution clarity: Multi-touch attribution across the journey
Essential Events by Funnel Stage
1Awareness Stage
• page_view - Track all page views
• click - Outbound link clicks, CTA clicks
• scroll - 25%, 50%, 75%, 90% page scroll
• video_start/complete - Video engagement
2Consideration Stage
• form_start - User begins filling form
• form_submit - Form submission (MQL)
• generate_lead - Successful lead capture
• download - PDF, ebook, template downloads
• view_pricing - Pricing page view (high intent)
3Conversion Stage
• begin_checkout - Checkout flow initiated
• add_payment_info - Payment details entered
• purchase - Transaction completed (with value)
• sign_up - Account creation (freemium/trial)
• trial_start - Free trial activation
4Retention/Engagement
• login - User session start
• feature_use - Core feature usage
• upgrade - Plan upgrade (expansion revenue)
• referral - Referral link shared
Google Analytics 4 Setup (Step-by-Step)
Step 1: Create GA4 Property
- Go to Google Analytics → Admin → Create Property
- Name your property (e.g., "My Company Website")
- Set timezone and currency
- Choose industry category and business size
- Click "Create" → Accept terms
Step 2: Set Up Data Stream
- Click "Web" under data streams
- Enter your website URL
- Name the stream (e.g., "Main Website")
- Enable "Enhanced measurement" (auto-tracks scrolls, clicks, downloads)
- Copy your Measurement ID (G-XXXXXXXXXX)
Step 3: Install GA4 Tag (via GTM)
Recommended: Use Google Tag Manager for flexibility
// In Google Tag Manager:
1. Create new Tag → Google Analytics: GA4 Configuration
2. Enter your Measurement ID: G-XXXXXXXXXX
3. Trigger: All Pages
4. Save and publish container
Custom Event Tracking Examples
Example 1: Track Form Submission
// Add to your form submit handler
window.dataLayer = window.dataLayer || [];
window.dataLayer.push(({)
'event': 'generate_lead',
'form_name': 'contact_form',
'lead_source': 'website'
)};
Example 2: Track Button Click
// Add to CTA button onclick
window.dataLayer.push(({)
'event': 'cta_click',
'button_text': 'Start Free Trial',
'button_location': 'hero'
)};
Example 3: Track Purchase with Value
// Fire on checkout success page
window.dataLayer.push(({)
'event': 'purchase',
'transaction_id': 'TXN_12345',
'value': 99.00,
'currency': 'USD',
'items': [{
'item_name': 'Pro Plan',
'price': 99.00
}]
)};
Testing & Debugging Your Tracking
Use Google Tag Assistant
- Install "Tag Assistant Legacy" Chrome extension
- Open your website and click the extension
- Click "Enable" → Reload page
- Verify GA4 tag fires on page load
- Trigger events (clicks, form submits) and verify they appear
Check GA4 DebugView
- In GA4, go to Admin → DebugView
- Enable debug mode (add
?_gl_debug=trueto URL) - Trigger events on your site
- See real-time events with parameters
- Verify event names and values are correct
Browser Console Check
// Open browser console (F12)
console.log(window.dataLayer);
// Should show array of events pushed
7 Common Tracking Mistakes to Avoid
❌ Tracking only "purchase" but not intermediate steps
Track the entire funnel: page view → form start → form submit → trial → purchase
❌ Not passing transaction value with purchase events
Always include 'value' and 'currency' parameters for ROI tracking
❌ Using different event names for the same action
Be consistent: "form_submit" everywhere, not "formSubmit" or "submit_form"
❌ Not testing in DebugView before going live
Broken tracking = bad decisions. Test every event thoroughly.
❌ Forgetting to exclude internal traffic (your team)
Filter out internal IPs in GA4 settings to avoid skewing data
❌ Not setting up conversion goals in GA4
Mark key events as "conversions" in GA4 Admin → Events
❌ Installing GA4 directly instead of via GTM
Use GTM for flexibility—adding/changing tags without code deploys
Need Help Setting Up Conversion Tracking?
Our team will audit your current setup, implement proper tracking across your entire funnel, and set up dashboards to monitor performance.
Get Your Free Funnel Audit