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  • Writer's pictureKelly Alica Liman

How to Add Conversion Rate to Google Analytics 4 (GA4) Reports

One of the most important metrics you have to know when running your campaigns is, of course, Conversion Rate! However, if you're using Google Analytics 4 (GA4) reports, you might notice that the conversion rate metric is not shown outright. Don't panic, as the metric is available for viewing, you just simply have to add it in. This quick and easy tutorial (with screenshots) will show you how to add conversion rate to any Google Analytics 4 report!


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Looking for help or support on Google Analytics 4?



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In case you prefer to watch a video, here's a 3-minute tutorial you can find from XYZ Lab's Youtube Channel!




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Step 1️: Navigate to any Report of choice


In this example, we will use the Traffic Acquisition report. As can be seen on the table, there are event count and conversion column, but no conversion rate.



Step 2️: Click on "Customise Report"




Step 3️: Click on "Metrics"




Step 4️: Under "Add metric" dropdown, add the "Session Conversion Rate" or "User Conversion Rate"




Step 5️: Apply and Save your report




The report will now show the Conversion Rate (Session / User) that you've applied.


You can click on the dropdown to select your event of choice (e.g. purchase) and the system will count the conversion rate of the specific event.





What is the Difference between Session Conversion Rate and User Conversion Rate?


Session Conversion Rate refers to the number of sessions with any conversion event divided by the total number of sessions.


User Conversion Rate refers to the number of users with any conversion event divided by the total number of users.


So, the Session Conversion Rate considers the total number of sessions which could be triggered by the same user multiple times, whereas the User Conversion Rate considers the total number of users which are unique.




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