Google defines a conversion as "any action by a user that is valuable to your business; for example, a purchase in your store or subscription to your newsletter are common conversions."

Conversions are measured through events that identify the most important user interactions with your website. Events can be created through Google's Tag Manager or from the GA4 dashboard. To select an event as a conversion you must select it from your Google Analytics dashboard.

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Every conversion is preceded by a "path" of events made by the user, whose path you can follow from the section Advertising snapshot → Attribution → Conversion paths.
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The relevance attributed to each event will depend on the attribution model used when measuring conversions. Google Analytics 4 uses by default the data-driven attribution modelthat bases its algorithm on a Machine Learning model to evaluate conversion and non-conversion paths. Another model available within the platform is the "Last Click" model.
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🧠Remember: conversion goals are a fundamental element for getting results in your Bunker DB Cross Media panels.
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