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SEOL

    Conversion tracking

    Traffic is not the goal. Track the actions that matter, such as enquiries, calls and purchases, so you can show what organic search contributes to the business.

    Time
    18 min
    Level
    intermediate
    Reviewed
    5 November 2026

    After this lesson you can

    • Choose the key events that represent business value.
    • Set up and test key events in GA4.
    • Attribute conversions to organic search with realistic caveats.

    SEO is worth what it brings the business. To show that, measure the actions visitors take, not only how many arrive.

    Key events

    Choosing what to track

    Site typeTypical key events
    Local serviceEnquiry form submitted, phone link clicked, booking made, directions clicked
    Online storePurchase (with value), add to cart, checkout started
    B2B or SaaSDemo requested, sign-up, quote requested
    Content siteNewsletter sign-up, affiliate click, membership

    Track a few events that matter. A dashboard with 20 "conversions", including page scrolls, hides the ones that pay the bills.

    Setting them up

    1. Collect the event. Many actions need an event first, for example:
      • Form submissions, via the form's thank-you page or a Tag Manager trigger.
      • tel: and mailto: link clicks, via Tag Manager link click triggers.
      • Ecommerce purchases, via your platform's GA4 integration. PrestaShop, WooCommerce and Shopify all have official or common integrations that send ecommerce events.
    2. Mark it as a key event in GA4's admin.
    3. Test it yourself: trigger it and check the real-time report or DebugView.
    4. Retest after changes to forms, themes or checkout.

    Attribution: what SEO gets credit for

    People rarely convert on their first visit. A typical path: they find a guide through Google, leave, return later directly or through an ad, and then convert.

    • Reports that credit only the last channel underrate SEO, which often starts the journey.
    • GA4's attribution and conversion path reports show the channels involved before a key event. Use them to show SEO's role in journeys, not only last-click conversions.

    Phone calls and offline sales

    Many local businesses receive most enquiries by phone. Tracking clicks on the phone number shows intent, but not whether the call happened. If calls matter, ask new customers how they found you and record it. Simple, but often more accurate than any tool.

    Practice

    Read the lesson, pass the quiz and do the exercise to complete it.

    Knowledge check

    4 questions. Get at least 4 right to pass.

    1. 1. What is a key event in GA4?
    2. 2. Which is the best key event for a repair service site?
    3. 3. A visitor finds your guide through Google, leaves, and comes back a week later by typing your address, then books. How does a last-click view credit this?
    4. 4. How should you check that a new key event works?

    Exercise: Define and test your key events

    List the actions on your site that create business value, such as form submissions, phone or email clicks, purchases, bookings and downloads. Mark the relevant events as key events in GA4 (creating the events first if needed, for example with Google Tag Manager or your platform's GA4 integration). Trigger each yourself and confirm it appears in the real-time report.

    Deliverable: A table of key events with their name, what triggers them, the business value they represent, and the test result with date.

    Check your work honestly against each point
    Write up your work and meet every point to finish.

    Sources

    Checked against these sources on 5 November 2026. Next review by 5 May 2027.

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