Understanding Events
A conversion event is any meaningful action a prospect takes on your site. A form fill. A demo booking. A purchase. You choose your conversion events when you first connect your GA4 property, and you can change them anytime in Settings → GA4 Properties.
What Counts as a Conversion?
Examples of typical conversion events across different business types
B2B SaaS
- • book_demo
- • contact_sales
- • schedule_consultation
E-commerce
- • purchase / transaction
- • add_to_cart
- • checkout
Lead Gen / Agency
- • form_submit
- • newsletter_signup
- • download_case_study
How Multiple Events Work Together
You can select multiple conversion events. When you do, a single user journey may trigger several of them. For example, a prospect might download a case study, then later book a demo, then finally purchase. Each of these is a separate conversion, and each gets its own attribution analysis.
Same user. Three separate journeys.
Choosing Events That Signal Intent
If an event doesn’t signal buyer intent, don’t track it as a conversion. Here’s what to include, what to use cautiously, and what we automatically filter out:
What to include vs. avoid
Include
form_submit, book_demo, purchase, schedule_consultation, contact_sales
Actions that show real buyer intent
Use cautiously
page_view
Only select it if you want to analyse page view volume. For attribution analysis, always deselect page_view.
Avoid
session_start, first_visit, scroll, user_engagement, click, form_start
These events are automatically excluded as they don’t represent real buyer intent.