GA4 now offers two conversion counting techniques.
GA4’s “once per session” conversion counting option is identical to Universal Analytics (UA).
Two Conversion-Counting Methods
GA4 has two conversion event counting methods:
- Once per event: GA4 considers each event as a conversion. Google suggests this option for site or app user behaviour insights. It also differentiates between single-conversion and multi-conversion sessions.
This option counts five conversions every session.
- Once per session (Legacy): Like Universal Analytics, GA4 considers events as conversions once per session. If you want GA4 conversions to match UA conversions, choose this option.
This option counts one conversion for five conversions in one session.
Standard Counting
GA4 uses the default counting method based on conversion event creation if you don’t choose one:
Conversions from Universal Analytics goals in an automatically produced GA4 property or utilising the goals migration tool in the Setup Assistant after February 2023 are once per session.
Other conversions default to once per occurrence.
Determining Conversion Event Counting Method for Local SEO
Admin > Conversions’ Conversion events table shows each conversion event’s counting technique.
The “once per session” technique has an icon next to a conversion, but the “once per event” method does not.
Change Counting Method
Steps to change conversion event counting:
Google Analytics Admin.
Click Conversions under Property.
Click More in the Conversion Events table.
Alter counting technique.
Choose a counting technique (if you can’t, you don’t have permissions).
Click Save.
Change it whenever you want. Remember that counting techniques only affect future conversions for a single conversion.
In summary
GA4’s “once per session” conversion counting improves flexibility and user behaviour.
Offering both “once per event” and “once per session” options helps correlate GA4 conversion numbers with Universal Analytics data.
