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Expert Answer • 1 min read

Which events should I mark as key conversions in GA4?

I'm struggling to understand which events in my e-commerce store are truly meaningful for tracking performance and optimizing my marketing strategies. With the transition to GA4 and its event-based model, I need clarity on which specific interactions should be considered key conversions beyond just the standard purchase event. I want to ensure I'm capturing the most valuable customer journey touchpoints that provide genuine insights into my store's performance and user behavior.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Key GA4 conversions for e-commerce include purchase, add_to_cart, begin_checkout, view_item, first_visit, scroll_depth, and custom events like newsletter signup or product configuration. Focus on events that indicate strong purchase intent and meaningful engagement.

Complete Expert Analysis

Definitive Guide to E-commerce Conversion Events in GA4

Understanding and configuring the right conversion events is crucial for extracting actionable insights from your analytics platform.

Standard E-commerce Conversion Events

EventSignificanceConversion Value
purchaseComplete transactionHighest
begin_checkoutStrong purchase intentHigh
add_to_cartInitial product commitmentMedium
view_itemProduct interestLow

Advanced Conversion Tracking

User Engagement Events

  • ✓scroll_depth: Measures content engagement
  • ✓page_view: Tracks site navigation
  • ✓session_start: Initial site interaction

Conversion Funnel Events

  • ✓add_payment_info: Purchase proximity
  • ✓add_shipping_info: Transaction progression

Custom Conversion Events

Recommended Custom Events

  • •newsletter_signup: Lead generation
  • •product_configuration: High engagement indicator
  • •wishlist_add: Purchase intent signal
  • •size_guide_interaction: Product research

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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