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How to Add Conversion Rate in Google Analytics Reports

Writer's picture: Sotirios SeridisSotirios Seridis

Of course, one of the most important thing you gotta know as part of your analytics is Conversion Rate. But, when you head on to Google Analytics, you couldn't even find this metric in your report. Fret not, it does exist! In Google Analytics, conversion is now known as 'key events'. To get the conversion rate, you have to use the 'key event rate'. This quick and easy guide will show you how to add conversion rate in Google Analytics reports!







How to Add Conversion Rate in Google Analytics Reports:


  1. Login to your Google Analytics 4 account

  2. Navigate to any report

  3. Click on "Customise report" (pen icon in the top right corner)

  4. Click on "Metric"

  5. Select "Session key event rate" or "User key event rate"

  6. Apply the changes and save your report





Frequently Asked Questions about Conversion Rate in Google Analytics 4 (GA4)


What is the difference between Session key event rate and User key event rate?


Session key event rate is conversion rate based on session (total traffic). The formula is key events / total sessions.


User key event rate is conversion rate based on session (total traffic). The formula is key events / total users.



How do i get the key event rate (conversion rate) for a specific event?


You can click on the All events dropdown menu and select any key event you would like.



Can I track multiple Key Event Rates in GA4?


Yes, you can track multiple Key Event Rates in GA4. You can mark up to 30 different events as key events (conversions) per property.



Can I compare Key Event Rates for different segments in GA4?


Yes, you can use GA4's Analysis Hub to create comparisons and segments to analyze Key Event Rates across different user groups or behaviors.





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