In Google Analytics 4 (GA4), you can mark website interactions —such as form submissions or email clicks—as conversions to better track important user actions on your school’s website. To do this, you first need to set up event tracking, either directly in GA4 or through Google Tag Manager. Once those events are set up and begin appearing in GA4, you can mark them as 'Key Events'—also known as Conversions. Follow the quick steps below to mark or unmark events as conversions.
To mark an event as a conversion:
- Go to Admin: In your GA4 property, click the gear icon at the bottom left labelled “Admin”.
- Select Events: Under Property settings, go to “Data display” > “Events”.
- Mark as Key Event: Find the event you want to mark. Click the star icon next to the event name to mark it as a key event (conversion).
To unmark an event as a conversion:
- Go to the Events list again (same steps as above).
- Click the 3 dots (︙) next to the event you want to unmark. Select “Unmark as key event” from the dropdown menu.
Discover more
ONGOING SUPPORT
Need help with anything else?
If you can’t find the answer you’re looking for in our Knowledge Base, there are three ways you can get support: