Track Conversions in SGEN End-to-End

How to define, verify, and measure conversion events across SGEN Analytics and GA4

A conversion is an action a visitor takes that matters to the business. A contact form submitted. A phone number tapped. A product page visited by someone who arrived from a paid ad. A newsletter signup completed.

SGEN tracks these events natively through its built-in Analytics layer. When GA4 is also connected through Tracking Consent, the same events feed into GA4 where they can be marked as conversions, used for Google Ads bidding, and reported on in GA4's conversion funnel views.

This guide covers the full end-to-end: which events SGEN tracks by default, how to verify they are firing, how to mark them as conversions in GA4, and how to read conversion results in both SGEN Live Analytics and GA4 Reports.

The examples use SGEN's own site as the reference — conversions are: contact form submitted, wholesale inquiry submitted, and phone number tapped on the contact page. By the end of this guide, all three are tracked in SGEN Analytics, verified in GA4 Realtime, marked as GA4 conversions, and visible in both reporting surfaces.

What is this for?

Conversion tracking answers the question every site owner cares about: not "how many people visited" but "how many people did the thing that matters."

SGEN fires events automatically for a set of standard actions — form submissions, page views, phone taps, popup interactions. Those events appear in SGEN Analytics without any configuration. The configuration work this guide covers is:

1. Confirming which events correspond to your conversions.
2. Verifying the events fire correctly.
3. Marking the relevant events as conversions in GA4 so they surface in conversion reports and can be used for campaign optimization.
4. Reading the results in both SGEN Analytics and GA4.

Use this guide after completing Set Up GA4. GA4 must be connected before conversion event configuration in GA4 is meaningful.

Good use cases

Form submission as a conversion. SGEN's contact form submission is a primary lead-generation event. Every time a visitor submits the form, SGEN fires a form_submit event. That event flows into GA4. In GA4, it is marked as a conversion. Google Ads uses it as the optimization signal for the search campaign.

Phone tap as a conversion. A visitor on a mobile device taps the phone number on the contact page. SGEN fires a phone_tap event (sometimes labeled click_to_call depending on SGEN version). That event flows into GA4, is marked as a conversion, and is counted alongside form submissions in the conversion report. Combined, the two events give your team a complete picture of lead intent — not only the visitors who filled in a form, but also the ones who picked up the phone.

Product page view as a micro-conversion. Not every conversion is a lead or a sale. Visiting the wholesale pricing page is a signal of serious intent even if the visitor does not submit the inquiry form. A page_view event scoped to that specific URL is marked as a micro-conversion in GA4. It appears in funnel reports alongside the inquiry form submission as a leading indicator.

Newsletter signup as a list-growth conversion. The newsletter signup form fires a form_submit event like any other form. In GA4, a separate conversion is created scoped to that specific form so list-growth conversions are counted separately from lead-generation conversions.

What NOT to use this for

• E-commerce purchase tracking.

Product purchases route through SGEN's Orders surface and the ecommerce event layer, not through the standard form-submit or custom-event path this guide covers. See the ecommerce documentation for the purchase event setup.

• Conversion tracking without GA4.

SGEN Analytics counts events natively, but "marking as a conversion" — in the GA4 sense used for Google Ads optimization — requires GA4 to be connected. If you do not use GA4 or Google Ads, SGEN Analytics' event counts serve as your conversion data without additional configuration.

• Cross-domain conversion attribution.

If your site spans multiple domains (for example, a main site on one domain and a booking system on another), cross-domain tracking requires additional GA4 configuration outside the scope of this guide.

How this connects to other features

• Set Up GA4 — GA4 must be connected through Tracking Consent before conversion events flow into GA4.

Complete that guide first.

• How to Use SGEN Analytics — SGEN's built-in event layer is where conversion events originate.

Understanding that layer makes the verification steps in this guide faster.

• Route Form Submissions — form submissions that are tracked as conversions also route to email, webhook, or CRM.

The two systems are independent — routing sends submission data to your team; analytics counts the event for reporting.

• Tracking Consent — conversion events respect the visitor's consent state.

Visitors who decline analytics tracking are not counted in GA4 conversions. SGEN Analytics counts are also adjusted based on consent configuration.

Before you start

GA4 is connected through Tracking Consent. If you have not done this, complete Set Up GA4 first. GA4 Realtime should be showing page_view events from your site before you proceed with this guide.

You know which actions are conversions for your site. Write a list before opening any configuration panel. For example: contact form submitted, wholesale inquiry submitted, phone tap. For a different site it might be: product demo requested, pricing page visited, free trial started. Knowing the list in advance prevents over-configuring (marking every event as a conversion dilutes the signal) and under-configuring (missing the events that matter).

GA4 Realtime is open in another tab. You will use it to verify event firing during Steps 4 and 5.

You have edit access to the GA4 property. Marking events as conversions requires Admin or Editor access in GA4.

Where to go

Two surfaces are involved:

• SG-Admin → Analytics → Event Logs — shows SGEN's native event stream.

Use this to confirm events are firing before checking GA4.

• GA4 → Admin → Events — where events are marked as conversions.
• GA4 → Reports → Realtime — where you verify events arrive in GA4.

How to track conversions in SGEN

Steps — Identify and verify your conversion events

1. Open SGEN Analytics Event Logs

Navigate to SG-Admin → Analytics → Event Logs. The Event Logs surface shows every event SGEN has fired, in reverse chronological order. Each row shows the event name, the page where it fired, the visitor session identifier, and the timestamp.

This is the first verification point. Before checking GA4, confirm the events you care about are appearing here.

Filter the Event Logs by event name to see only the events relevant to your conversions. Click the tab or use the filter controls to isolate form_submit events. Confirm that submissions from your contact form and inquiry form both appear with the correct page path in the Page column.

Contact form submissions show /contact in the Page column; wholesale inquiry submissions show /wholesale-inquiry. The distinction matters when scoping a GA4 conversion to a specific form — the page path is how the scope is defined.

2. Identify the event names SGEN fires for your conversions

Standard SGEN event names for common conversion actions:

Confirm the exact event names by reviewing Event Logs — the Event name column shows the string as SGEN fires it. Use these exact strings when configuring GA4 conversion events.

If you have set up custom events (via the Custom Events configuration in the Analytics module), their names appear in Event Logs alongside the standard events.

3. Trigger the conversion actions manually and watch Event Logs

Before configuring GA4, confirm each conversion event fires correctly by triggering it yourself.

Open your site in an incognito browser window. Accept the consent banner (so tracking is active). Then:

• Submit your contact form using test data.
• Tap the phone number on the contact page (on a mobile device or by clicking the link on desktop).
• Navigate to any page you are treating as a micro-conversion.

Return to SG-Admin → Analytics → Event Logs and refresh. The events triggered in this test should appear at the top of the log within 60 seconds.

If an event is missing — for example, phone_tap does not appear after tapping the number — the event is not firing. Check whether the phone number is marked as a tracked element in your SGEN configuration. Some SGEN versions require phone tap tracking to be enabled explicitly in the Analytics settings.

4. Verify the same events arrive in GA4 Realtime

Open GA4 Realtime in your other browser tab. The events you triggered in Step 3 should appear there.

Realtime shows events from the last 30 minutes. Your test form_submit event should appear in the Event count by event name table.

If form_submit appears in SGEN Event Logs but not in GA4 Realtime, the issue is in the GA4 connection — not in SGEN's event firing. Re-check the measurement ID in Tracking Consent and confirm the GA4 script is loading on the page. See Set Up GA4 for the troubleshooting steps.

Steps — Mark events as conversions in GA4

5. Open GA4 Events configuration

In Google Analytics, navigate to Admin → Events. This panel lists all events GA4 has received from your site. Events that have fired at least once appear automatically — no manual registration is required.

Locate form_submit in the list. If you have verified it is firing (Steps 3 and 4), it will appear here.

6. Mark form_submit as a conversion

In the Events list, find the form_submit row. Toggle the Mark as conversion switch to on.

GA4 will now count every form_submit event as a conversion. The conversion appears in GA4's Conversions reports and is available as a conversion action in linked Google Ads campaigns.

Repeat for phone_tap — toggle the Mark as conversion switch for that event as well.

7. Create a scoped conversion for a specific form (optional)

If you have multiple forms and want to count contact form submissions separately from wholesale inquiry submissions, create a scoped conversion event in GA4.

GA4's custom event editor lets you create a new event that fires only when an existing event matches additional conditions — for example, form_submit where the page path contains /wholesale-inquiry.

Navigate to GA4 Admin → Events → Create event. Set:

• Custom event name: wholesale_inquiry_submit
• Matching condition 1: Event name equals form_submit
• Matching condition 2: page_location contains /wholesale-inquiry

Save the custom event. Then return to the Events list and mark wholesale_inquiry_submit as a conversion.

Now GA4 counts wholesale inquiry submissions separately from general contact form submissions — giving your team separate conversion lines for each lead type in their reports.

Steps — Read conversion results in SGEN Analytics and GA4

8. Read conversions in SGEN Analytics Reports

Navigate to SG-Admin → Analytics → Reports. The Reports surface shows aggregated event counts over the selected time window.

Filter the report view by event name to see conversion events specifically. Select form_submit and phone_tap. Set the time window to the last 30 days.

The report shows:

• Total event count for each conversion event.
• Trend over time (by day or by week depending on the time window).
• Breakdown by page — which pages are generating the most conversion events.

The breakdown by page is particularly useful for identifying where conversion events cluster. If 80% of form_submit events fire on the contact page and 20% on the about page (where a contact form is also embedded), that tells you the contact page is doing most of the conversion work.

9. Read conversions in GA4 Reports

In Google Analytics, navigate to Reports → Engagement → Conversions. This report shows all events marked as conversions, their total counts, and their trend over the selected period.

It may take 24-48 hours for conversion data to populate in this non-realtime view. Once populated, the Conversions report shows:

• form_submit conversion count
• phone_tap conversion count
• wholesale_inquiry_submit conversion count (if you created the scoped event in Step 7)

The Conversions report also supports dimension breakdowns: by traffic source, by device type, by landing page. These breakdowns answer the question "which traffic source is producing the most conversions" — the core question for campaign optimization.

What success looks like

When conversion tracking is fully operational:

• SGEN Event Logs shows form_submit, phone_tap, and any other conversion events firing within 60 seconds of being triggered.
• GA4 Realtime shows the same events arriving from consenting sessions.
• GA4 Admin → Events shows the conversion events marked with the conversion toggle on.
• GA4 Reports → Conversions shows aggregated conversion counts within 48 hours of events firing.
• SGEN Analytics Reports shows conversion event counts with page-level breakdown.
• Declining the consent banner prevents conversion events from appearing in GA4 (they still appear in SGEN Analytics at the platform level).

What to do if it does not work

An event fires in SGEN Event Logs but does not appear in GA4 Events list. Confirm GA4 is connected and receiving page_view events (the baseline check from Set Up GA4). If page_view events arrive but form_submit does not, confirm that SGEN's event names match what GA4 expects — check Event Logs for the exact event name string. Some SGEN versions use form_submitted (past tense) rather than form_submit. Use the exact string from Event Logs when configuring GA4 conversions.

The conversion toggle in GA4 Admin → Events is greyed out. You do not have Editor or Admin access to the GA4 property. Contact the GA4 property owner to grant the appropriate role.

The scoped conversion event (wholesale_inquiry_submit) never appears in the GA4 Events list. Custom events in GA4 only appear after they fire at least once. Trigger a test submission on the wholesale inquiry page from a consenting incognito session and wait five minutes. The event should then appear in the Events list.

GA4 Conversions report shows lower numbers than SGEN Analytics. Expected. SGEN Analytics counts events at the platform level regardless of consent state (with identifying data stripped for non-consenting visitors). GA4 only counts events from consenting visitors. The gap between the two counts reflects the portion of visitors who declined analytics tracking. This is correct behavior — not a misconfiguration.

Google Ads is not showing conversions from GA4. Confirm the GA4 property is linked to the Google Ads account (GA4 Admin → Google Ads Links). Confirm the conversion event is marked as a conversion in GA4 Admin → Events (not merely created as a custom event). Google Ads imports conversions from GA4 within 24 hours of the link being active.

Example scenarios

Example 1: Lead volume baseline before a paid campaign. The marketing lead checks SGEN Analytics Reports two weeks before launching a Google Ads campaign. The baseline: 47 form_submit conversions and 31 phone_tap conversions over 30 days. Those numbers become the benchmark. After the campaign launches, the marketing lead compares conversion counts week-over-week and judges the campaign's performance against the pre-campaign baseline — not against industry averages.

Example 2: Identifying the highest-converting traffic source. After two weeks of campaign data, the GA4 Conversions report shows wholesale inquiry submissions by traffic source. Paid Search accounts for 24% more conversions than the prior period. Organic Search is flat. Direct traffic is up 12%. The marketing lead increases the paid search budget and reviews the organic content strategy — the data has a clear story.

Example 3: Separating lead types for campaign optimization. Two Google Ads campaigns run in parallel: one targeting general inquiries, one targeting wholesale buyers. Each campaign needs its own conversion signal. The scoped events — contact_form_submit scoped to /contact, wholesale_inquiry_submit scoped to /wholesale-inquiry — give each campaign a dedicated conversion to optimize against. Without the scoping, both campaigns would optimize against the same blended form_submit conversion, making it impossible to tell which campaign is driving which type of lead.

Common questions

How many events should I mark as conversions in GA4? Mark as few as are genuinely meaningful. GA4 uses conversion events to optimize ad campaigns and to surface in conversion reports. Marking too many events (every page view, every scroll) dilutes the signal and makes campaign optimization ineffective. For most sites: 2-5 conversion events is the right range.

Will conversion tracking slow down my site? The GA4 script adds a small amount of JavaScript that loads asynchronously. It does not block page rendering. SGEN's event layer is also asynchronous. Neither has a measurable impact on page load time for typical sites.

Do I need to re-verify conversions after adding a new form? Yes. Each new form you add to the site needs to be tested — confirm it fires form_submit events in SGEN Event Logs, confirm those events reach GA4 Realtime, and confirm the existing conversion configuration covers the new form. If the new form is on a distinct page you want to track separately, create a new scoped event in GA4.

Can I import these conversions into Google Ads? Yes. Once the GA4 property is linked to Google Ads (GA4 Admin → Google Ads Links), conversion events marked in GA4 are available as conversion actions in Google Ads. Navigate to Google Ads → Goals → Conversions → import from Google Analytics to make them available for bidding.

What is the difference between a GA4 conversion and a SGEN Analytics conversion event? SGEN Analytics counts all events at the platform level — the term "conversion event" in SGEN Analytics means any event the operator chooses to track as a meaningful action. A GA4 conversion is specifically the toggle in GA4 Admin → Events that makes the event available as a campaign optimization signal in Google Ads. Both track the same underlying actions; the GA4 conversion designation is specifically about integration with Google's advertising ecosystem.

Related reading

• Set Up GA4 — connect GA4 through Tracking Consent before configuring conversions
• How to Use SGEN Analytics — read conversion events alongside traffic and engagement signals
• Route Form Submissions — send the same submission events to email, webhook, or CRM alongside analytics tracking