You define conversions via conversion events for the tracked scenario. A conversion event is an interaction that may span across different channels that characterize the visitor’s experience on your website. This experience has multiple layers, shapes, and forms – what type of content the visitor sees, clicks on, downloads, searches for, and so on.
For example, a conversion event may be the following:
In the event above, to accomplish conversion, a visitor needs to visit a site whose URL address contains the specific fragment indicated. You can as well select whether what you enter is an exact match or a containing phrase.
You can combine multiple events and choose whether visitors need to complete Any or All of the interactions.
To define a conversion event, perform the following:
The exception is the Visit page with UTM parameters rule. For more information, see Track Google Analytics UTM parameters.
RECOMMENDATION: In some cases, to narrow down the set of users who convert, you need to model a complex set of interactions and characteristics. In this scenario, we recommend using both conversion definition and user segmentation. For more information, see Segment visitors.
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