• Evaluate custom conversions in explorative reports

    Table of contents

    In short

    In order to evaluate custom conversions in the exploratory reports in a meaningful way, they must be created as custom metrics in Google Analytics 4. This is the only way they can be viewed independently of each other in the reports.

    Evaluation of custom conversions in explorative reports

    In Google Analytics 4, you can track conversions via events. In addition to predefined events, you can also create custom events, e.g. for newsletter sign-ups. 

    The evaluation in the explorative reports can be difficult, as the "Conversions" metric summarizes all goals. A precise analysis therefore requires an individual approach, especially in A/B tests.

    You can filter for specific conversion events in the Settings column at the bottom:

    • End of the Settings column -> Filters
    • Name of the filter: Event Name
    • Conditions: "exactly matches"
    • Enter the name of the custom event and apply with "Apply"

    For example, "Sign Up" was filtered here. The "Conversions" metric now shows the figures for the event, but the "Total Users" are also significantly lower than without the filter, as only users who have triggered this event are displayed.

    This makes an evaluation confusing and error-prone. -> The "Total user" number from the screenshot above would be relevant.

    Create custom conversion as custom metric

    To create custom metrics in GA4, go to "Admin" > "Custom Definitions" > "Custom Metrics" > "Create Custom Metric".

    Enter a meaningful name and optionally a short description. Select the event parameter from the drop-down menu or add it manually. Pay attention to the exact spelling of the event.

    In the "Unit of Measurement" field, you can usually leave the value "Standard". Now save the user-defined metric.

    It takes 24-48 hours for data to be available in the exploratory reports. Note that conversion event data cannot be retroactively assigned to a custom metric. Therefore, data is only collected from the time of metric creation

    Insert custom metric in exploratory report

    To display the metric in the exploratory report, you must first add it to the left-hand variables column. To do this, click on the + symbol next to "Metrics" and search for the metric you have created. Alternatively, you can select and import it in the "Custom" tab.

    Then drag and drop the metric into the settings column in the "Values" area. Your metric should now be visible in the report as a separate table column.

  • First steps

    Tracking & Evaluation



    Function overview