Conversion Rate per Event Report Module

💎Premium Feature

This feature is exclusive for Premium users!

The Conversion Rate per Event Report module enables you to calculate conversion rates for any event in your GA4 data, going far beyond the limited conversion rate reporting available in the GA4 interface.

Why this matters

The loveliest metric in Google Analytics (and web analytics in general) is conversion rate. We all want a higher conversion rate! But GA4's native conversion rate reporting is limited to session-scoped dimensions only. This module unlocks conversion rate analysis for every single event.

Understanding Conversion Rates

Let's break it down like a true analyst:

• A conversion is an event that happens - usually a special one where you've persuaded your customer to do something valuable for your business
• A conversion rate is calculated as "number of conversions" divided by "total number", where "number" traditionally means "sessions"

Example: With 500 total sessions and 20 purchases, your conversion rate is 20 ÷ 500 = 4%

How GA4's Native Reporting Falls Short

In GA4, you can only calculate conversion rates for session-scoped dimensions:

• Landing page conversion rates ✅
• Device category conversion rates ✅
• Campaign conversion rates ✅

But what about:

• Conversion rate after viewing a specific product? ❌
• Conversion rate after downloading a file? ❌
• Conversion rate after watching a video? ❌

For these insights, you'd need to resort to segments or custom funnel reports - until now.

GA4Dataform Solution: Conversion Rate for ANY Event

This module creates a reporting table that calculates conversion rates for every event in your GA4 data by constructing "micro-funnels" automatically.

How It Works

1. Define conversions: Specify which events count as conversions (e.g., purchase, generate_lead)
2. Set drilldowns: Choose dimensions for analysis (Campaign, Device, User Type, etc.)
3. Automatic calculation: The module does the rest

The Magic Behind the Scenes

For each event, we calculate:

Denominator (total sessions): How many sessions included this event

• page_view: 500 sessions
• submit_form: 10 sessions

Numerator (conversions): How many sessions had a conversion after this event

• After page_view: 20 sessions with purchase, 50 sessions with generate_lead
• After submit_form: 2 sessions with purchase, 8 sessions with generate_lead

This creates conversion rate insights like:

• 4% of sessions convert to purchase after viewing a page
• 20% of sessions convert to purchase after submitting a form

Configuration

The module uses a single configuration file: includes/custom/modules/cvr_per_event/config.json

Essential Settings

Setting	Description	Example
enabled	Enable/disable the module	true or false
version	Configuration version for tracking changes (set by Superform Labs team)	1

Conversion Events

"conversionEvents": [
    "purchase", 
    "generate_lead", 
    "showroom_appointment_made"
]

Add any event name you want to track as a conversion. These will appear in the output table under the conversions struct.

Event Filtering

"eventsToExclude": [
    "webvitals_%", 
    "javascript_error", 
    "click"
]

Exclude technical or irrelevant events from conversion rate calculations. Supports SQL-style wildcards (%) for pattern matching.

Built-in Drilldowns

Toggle common dimensions on/off:

"drilldowns": {
    "default_channel_grouping": true,
    "is_new_session": true,
    "device_category": true,
    "source": false,
    "medium": false,
    "campaign": false,
    "source_medium": false
}

Custom Session Dimensions

Add any column from the ga4_sessions table:

"sessionDimensions": [
    { "name": "geo.country" },
    { "name": "device.operating_system", "renameTo": "os" }
]

• name: Exact column name from ga4_sessions table
• renameTo: Optional renamed column in output (auto-renamed if omitted)

Output Table Structure

Granularity: Daily aggregates by event and configured dimensions

The module creates report_cvr_per_event in your outputs dataset with these key columns:

Column	Description
event_date	The date when the event was logged (partitioning column for performance optimization)
event_name	The name of the trigger event for which conversion rates are being calculated
sessions	The number of unique sessions where the trigger event occurred
is_final	Indicates if the data is final or subject to change (based on 72h window)
Conversion Metrics
conversions.{event_name}	Struct containing conversion counts for each configured conversion event - shows sessions that had the conversion event occur after the trigger event within the same session (dynamically generated based on conversionEvents config)
Built-in Drilldowns (conditionally included)
default_channel_grouping	Default channel grouping for traffic attribution (last_non_direct_traffic_source.default_channel_grouping - included if drilldowns.default_channel_grouping = true)
is_new_session	Boolean indicating if this was the user's first session (ga_session_number = 1) (included if drilldowns.is_new_session = true)
device_category	Device category (Desktop, Mobile, Tablet) used for the session (included if drilldowns.device_category = true)
source	Traffic source (last_non_direct_traffic_source.source - included if drilldowns.source = true)
medium	Traffic medium (last_non_direct_traffic_source.medium - included if drilldowns.medium = true)
campaign	Campaign name (last_non_direct_traffic_source.campaign - included if drilldowns.campaign = true)
source_medium	Combined source/medium (included if drilldowns.source_medium = true)
Custom Session Dimensions (dynamically added)
{custom_dimension_name}	Additional dimensions from ga4_sessions table as specified in sessionDimensions configuration array - column names determined by renameTo value or auto-sanitized from original field name

Dynamic Schema

The table schema adapts based on your configuration:

• Conversion columns: One conversions.{event_name} field for each event listed in conversionEvents array
• Drilldown columns: Only enabled drilldown dimensions appear in the table
• Custom dimensions: Additional columns based on sessionDimensions configuration

Looker Studio Template + Visualization Examples

tip

We created a free-to-use Looker Studio template that was specifically designed to work with the GA4Dataform modules. Feel free to copy it and adapt it to your needs! You can find it here.

Here's a sample use case:

1. pick an event (view_item)
2. you can see that the purchase rate after view_item is about 10% over time
3. if you activate drilldowns - you can break the conversion rate up by Channel Group, Operating System, New vs Returning session, etc.

If you’re creative in Looker Studio, you can easily make a trended funnel report by plotting the purchase rates for all checkout steps in one plot:

Important Considerations

The conversion rate calculation will only be correct when filtered to one single event_name. Make sure your visualizations plot one line or row per event, otherwise results won't be summable.

Example:

Common Use Cases

1. E-commerce Funnel Analysis: Track conversion rates from product views to purchases
2. Feature Adoption: Analyze which product features lead to upgrades
3. User Experience Optimization: Identify high-converting user flows