How to Add Conversion Rate (Session Key Event Rate) in Looker Studio Reports

Q: Why I can't find my event in the available Looker Studio metrics?

The most common issue is that the Event is NOT marked as a Key Event in GA4.

Sotirios Seridis

2 min read

Tracking conversion rates is crucial for measuring the success of your digital marketing efforts, yet many marketers struggle with effectively visualizing conversion rate in Looker Studio (formerly Google Data Studio). Whether you're monitoring e-commerce transactions, lead form submissions, or newsletter signups, understanding how to implement conversion tracking in your reports can provide valuable insights into your marketing performance and ROI. This guide will show you step-by-step how to add and customize conversion rate metrics in your Looker Studio dashboards.

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How to Add Conversion Rate in Looker Studio Reports

How to Add Conversion Rate in Looker Studio Reports:

Insert a Scorecard or any other visualisation
Click on the Metric (under the SET-UP column)
Find the SessionKeyEventRate for your selected event or select Session key event rate for all key events
Click on the pen icon next to Metric, to format your metric as a %

📝 Note: You will only be able to find SessionKeyEventRate and UserKeyEventRate for your Key Events (You first need to mark an event as a key event in GA4)

If you would like to calculate the conversion rate for an Event (which is not a key event), you will have to ADD CALCULATED FIELD, as follows:

Select your visualisation
Click on the Metric under the SET-UP column
Click on ADD CALCULATED FIELD and use the below formula:
Event Count / Sessions
Add a Filter as follows:
Event Name Contains (the Event name you would like to filter)
Format your metric as a %

Frequently Asked Questions on Conversion Rate (Session Key Event Rate) in Looker Studio

What is Session Key Event Rate in Looker Studio?

Session Key Event Rate shows the percentage of sessions where users completed a specific key action. It's calculated by dividing the number of sessions with conversions by total sessions.

What is User Key Event Rate in Looker Studio?

User Key Event Rate shows the percentage of users who performed a specific key action. The formula is: Number of Users with Event/Total Users. This differs from Session Event Rate by measuring unique users rather than sessions.

Why I can't find my event in the available Looker Studio metrics?

The most common isse is that the Event is NOT marked as a Key Event in GA4.