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  • Writer's pictureKelly Alica Liman

How to Add Conversion Rate in Looker Studio Reports

What counts as a conversion in marketing campaigns differ depending on your business. For instance, if you're an eCommerce store, your conversions are likely purchases or transactions. If you're a B2B, then you're likely to count leads as conversions in your ads. If you're a subscription service, then perhaps registrations are your conversions. Whatever business you have, you might have different events that you would count as conversions and where they are derived from (e.g. sessions to completed booking forms, sessions to registrations, users to registrations, etc). Hence, if you want to calculate your conversion rate from specific events, then you need to create your conversion rate in Looker Studio reports. This guide will show you how to add your custom conversion rate as well as completion rate for each step of the customer journey in Looker Studio reports!


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How to Add Conversion Rate in Looker Studio Reports


Step 1️: Insert a new Scorecard and select the Metric "Event Count" or "Conversions"



Event count / Conversion will give the number of all the events/conversions that you're tracking in GA4. So you have to decide what event/conversion you want to see and create the conversion rate from.


For example, we will use the Google Demo Account. We want to display the conversion event "select promotion" and create the conversion rate from sessions to select promotion.



Step 2️: Select your Event Count or Conversions scorecard, under the SET-UP Column, click on "ADD A FILTER"




Step 3️: Create a Filter based on your Event or Conversion Name





For example, we will create a filter for "Select Promotion".


Now we have a scorecard with an event count that only includes the event "select promotion". You can rename the metric / scorecard accordingly.


Step 4️: Select the Event Count or Conversion Scorecard, hold down the CTRL or Command button, and select the Sessions or Users Scorecard


Depending if you would like to calculate the conversion rate based on users or sessions, you can select either one of them. A quick note here, if you do the opposite i.e. select the sessions first and then the event count/conversions, then the formula will be wrong and show up as sessions/event count. So, make sure you first select the event count/conversion, then click on the sessions to blend the data.



Step 5️: Right-click and select "Blend Data"




Step 6️: Check the formula of the generated Scorecard: SUM (Event Count) / SUM (Sessions)


A new scorecard will be generated which will provide the conversion rate from sessions to select promotion. Click on the scorecard and check the formula which should be: Sum (Event Count) / SUM (Sessions). You can also manually calculate the data to make sure its accuracy.




How to Add Completion Rate in Each Step of Customer Journey in Looker Studio Reports


You can follow the same steps above to calculate the completion rates in each step in your customer journey (e.g sessions to contact page, sessions to booking form, etc). For example, we want to create the completion rate for the customer journey sequence as such: a user comes to your website and initiates a session, then views a promotion, then selects the promotion.



Step 1️: Insert a new Scorecard and select the Metric "Event Count" or "Conversions"




Step 2️: Create and apply a new filter relevant to each step of the customer journey


For the first sequence, we will create a scorecard that narrows down to "View Promotion".

Repeat the steps to create a scorecard relevant to each sequence in your customer journey.





Step 3: Select the Latter Sequence Scorecard, hold down the CTRL or Command button, and select the Previous Sequence Scorecard


Now that we have both view promotion and select promotion scorecards, we want to create the conversion rate from view promotion to select promotion. Select the latter sequence first (i.e. sequence 2: select promotion), and then the previous sequence (i.e. sequence 1: view promotion).




Step 4: Right-click and select "Blend Data"




Step 5: Check the formula of the generated Scorecard


Now we have a scorecard that displays the completion rate from viewing the promotion to selecting the promotion. Again, you can verify the number manually to make sure it is correct.




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