Google Analytics 4 (GA4) has introduced new options for counting conversions, providing users with the flexibility to choose between counting conversions once per event or once per session. In this article, we will explore the differences between these methods and provide guidance on selecting the best approach for your unique needs.
Google Analytics 4 offers two distinct counting methods for conversion events:
1. Once per event (Recommended):
This method counts a conversion event each time it occurs. For example, if a user completes five conversions in one session, GA4 will count five conversions. This approach is recommended as it accurately represents user behavior on your site or app, allowing you to differentiate between sessions with multiple conversions and those with only one.
2. Once per session (Legacy):
This method counts a conversion event only once within a specific session. For example, if a user completes five conversions in one session, GA4 will count only one conversion. This method aligns with how Universal Analytics (UA) counts goals. Choose this option if you want your GA4 conversion count to closely resemble your UA conversion count. Otherwise, opt for the Once per event method.
Default Counting Method:
If you do not select a counting method, Google Analytics will apply a default method based on how the conversion events were created:
– Once per session is the default method for conversions created from Universal Analytics goals in an automatically created GA4 property or via the goals migration tool in the Setup Assistant after April 2023.
– Once per event is the default method for all other conversions.
Identifying the Counting Method for Each Conversion Event:
To determine the counting method used for each conversion event, visit the Conversion events table in Admin > Conversions. Conversions with an icon next to them use the Once per session method, while those without an icon use the Once per event method.
To change the counting method for a conversion event, follow these steps:
1. Open Google Analytics and click Admin.
2. Under the Property menu, click Conversions.
3. In the Conversion Events table, click the 3-dot icon More at the far right of a row.
4. Click Change counting method.
5. Select your preferred counting method. (Note: If you cannot select an option, you do not have the necessary permissions.)
6. Click Save.
You can change the counting method for any of your conversion actions at any time.
Important Note: Changing the counting method will only affect future conversions for a specific conversion event and will not retroactively apply to past data.