Analytics & Tracking

Conversion Tracking

Quick Definition

Conversion tracking is the system of capturing user actions that represent business value, attributing them to source, and reporting on them.

In context

Stack: GA4 + GTM for event firing, with conversions marked in GA4. Add call tracking (CallRail, WhatConverts) for phone-driven businesses. Connect to revenue values for true ROI measurement.

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Related terms

Google Search Console (GSC)

Google Search Console is the free Google tool that shows how your site performs in search — queries, impressions, clicks, indexing status, and technical issues.

Engagement Rate

Engagement rate is the percentage of sessions that are engaged (10+ seconds, conversion, or 2+ pageviews) in GA4.

Conversion Rate

Conversion rate is the percentage of sessions or users who complete a defined conversion action.

Engaged Session

An engaged session in GA4 is one lasting 10+ seconds, having a conversion, or with 2+ pageviews — replacing the old 'bounce rate' concept.

Data-Driven Attribution

Data-driven attribution uses machine learning to distribute conversion credit based on observed paths and conversion patterns.

Last-Click Attribution

Last-click attribution gives 100% credit to the final marketing touchpoint before conversion.

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