Conversion migration tool for GA4

Automatically migrate your Universal Analytics goals to GA 4 conversion events with the GA4 conversion migration tool. You can access this latest feature inside Setup Assistant option. 

Goals vs. conversion events: Conversions are user activities that contribute to the success of your business. Examples of conversions include making a purchase, completing a game level, or submitting a contact information form.

In Google Analytics 4 properties, you measure these activities using conversion events. In a Universal Analytics property, you use goals to measure similar activities.

How the tool works: Thes tool allows you to quickly migrate eligible goals from your connected Universal Analytics property as conversion events in your GA4 property.

For each eligible Universal Analytics goal you select, the goals migration tool automatically does the following in your connected Google Analytics 4 property:

• Creates a new Create event rule
• Marks the created event as a conversion

Eligible goals: Universal Analytics properties can have several different goal types. These two goal types can be migrated using the tool:

• Destination goal: When a user lands on a specific page, such as a "thank you" or "confirmation" page
• Event goal: When a user triggers a specific event, such as social recommendation, video play, or ad click

The following types of goals can't be automatically migrated and won't appear in the tool: Pages/Screens per session goals, Duration goals, Smart goals, and any goal that uses regular expressions.

Limits: You can create up to 30 custom conversion events per standard Google Analytics 4 property. At the bottom of the goals migration tool, you can see how many conversion events you have left before you reach that limit.

Instructions: To use the goals migration tool, you need the Editor role on your account.

1. In Google Analytics, click Admin.
2. In the Account column, make sure that your desired account is selected. (If you only have one Google Analytics account, it will already be selected.)
3. In the Property column, select the Google Analytics 4 property that currently collects data for your website.
4. In the Property column, click Setup Assistant.
5. Under Conversions, go to Import existing goals from your connected Universal Analytics property, and click Get started.
6. In the Import existing goals from your connected property panel, select which goals you'd like to recreate as conversion events in your new Google Analytics 4 property.
7. Click Import selected conversions in the top right.

A confirmation message will show in the bottom left of your screen when your selected goals have been successfully recreated as conversion events in your Google Analytics 4 property.

To view these new conversion events in your Google Analytics 4 property, go to Configure > Conversions and look in the Conversion Events table. It may take up to 24 hours for new conversion events to appear in your reports.