How to Create OptinMonster Conversion Events and Event Goals in Google Analytics

By connecting your OptinMonster campaigns with Google Analytics you can leverage the additional tools available in their platform, including Conversion Events for GA4 Properties or Event Goals for GA3 Properties.

In this article, you’ll learn how to create Conversion Events or Event Goals in Google Analytics for your OptinMonster campaigns.

Before you start, this guide assumes you’ve already connected your campaign with Google Analytics.

It can take up to 24 hours for Google Analytics to process the data we send them. If you need to check campaign data sooner we recommend using Google Analytics’ Realtime feature as shown in this guide.

In-house analytics data from OptinMonster can be viewed at any time following this guide.

GA3 vs GA4 Properties

When configuring Google Analytics for your campaigns you’ll notice there are two options available, to select GA3 and GA4 Properties.

GA3 is often referred to as Universal Analytics, and you’ll see that represented in the ID assigned to GA3 Properties with the UA- prefix.

We’ve recently released an update to allow you to send campaign data to GA4 Properties, while still allowing you to keep campaigns connected to GA3 Properties for a smoother transition.

If you do not already have or are using a GA3 Property it is not necessary to create or connect to one. Instead, you should connect your campaigns only to your GA4 Property.

Some of the information in this guide is intended for those still using GA3 Properties, in which case you’ll see that clearly indicated in the section.

Please be aware that Google Analytics stopped processing data sent to GA3 Properties as of July 1, 2023. We strongly recommend updating your OptinMonster campaigns to indicate a GA4 Property to avoid any interruption.

See Google Analytics’ announcement

GA4 Properties

Mark A Conversion

GA4 makes it easy to mark an existing event as a conversion, including OptinMonster campaign conversions.

If you want to simply mark all OptinMonster campaign conversions as conversion events in Google Analytics, follow these steps:

1. Sign into your Google Analytics account.
2. Click Admin, and navigate to the property you want to add a Conversion Event to.
   
3. In the Property column, click Events.
   
4. From the list of Events, locate optinmonster_conversion and toggle the Mark as conversion option.
   

Create Conversion Event

To create a more custom conversion event that includes your OptinMonster campaign(s) and other matching conditions, follow these steps:

1. Sign into your Google Analytics account.
2. Click Admin, and navigate to the property you want to add a Conversion Event to.
   
3. In the Property column, click Events.
   
4. Click Create event.
   
5. On the next screen, click Create.
   
6. Under Custom event name, enter a name (40 characters or less). For this example we’ve entered om_demo_conversion_event.
   
7. Next, we’re going to identify a specific OptinMonster campaign to use as part of the Conversion Event. In this example, for Matching conditions under Parameter we’ve entered event_name and under Value we’ve entered optinmonster_conversion.
   
8. Optional: If you would like to identify a specific OptinMonster campaign in your Matching conditions you can create custom dimensions for om_campaign_name and om_campaign_id. Check our guide on viewing OptinMonster reports in Google Analytics for detailed instructions on how to do this. Once the custom dimensions are created for your GA4 Property, you can use those parameters in your matching conditions, like this screenshot shows:
   
9. Select the Add condition button to add other matching conditions to your custom Conversion Event.
10. When you’re finished, click Create.
    
11. The new event will appear in the Custom events table, but it won’t appear in the Existing events table in Admin > Events until Analytics processes the event.

GA3 Properties

Create Event Goal

When you create an OptinMonster campaign and connect it to Google Analytics you can create an Event Goal to further track the ROI of your campaign.

To create an OptinMonster Event Goal in Google Analytics, follow these steps:

1. Log into your Google Analytics account and navigate to the Admin.
   
2. Next, select the Account and Property you want to create an Event Goal in.
   The Property you select in this step must match the Property selected for this campaign in your OptinMonster Analytics panel.
   
   

3. Navigate to the Goals section of the Admin for the Property you’ve selected.
   
4. Select the  + New Goal button.
   
5. Under Goal Setup, choose Custom, then select the Continue button.
   
6. In the Goal description field, give the goal a name.
   This will appear in the Goals screen for you to easily identify your specific goal later on.
   
7. Under Type, choose Event.
   
8. Next, select the Continue button.
   
9. Google Analytics will prompt you for more information about your Event Goal.
   In this article, we’re going to track the conversion event for a specific campaign.
   We do this by setting the event Action as ‘Equals to’ conversion, and the event Label as ‘Equals to’ the Unique ID of your campaign.
   Your own event Label should match the unique ID of your OptinMonster campaign.
   

10. When you’re finished, click Save.
11. You’ll be returned to the Goals screen in your Google Analytics Admin.
    The last step to complete before your goal will begin tracking is to turn on Recording:

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Troubleshooting

Does my Event Goal have to be configured identically to this guide?

Not at all, instead, you should consider this a starter guide to help you get familiar and comfortable creating your first Event Goal in Google Analytics.

In fact, you’ll want to customize your Event Goals to fit your specific needs, so this guide may not cover the specific Event Goal you end up creating in your own Google Analytics account.

Can I enter the title of my campaign instead of the numeric ID?

Yes, if grabbing the numeric ID doesn’t fit your workflow, you can enter the title of your campaign as the event Category instead.

Can I track my campaign’s impression events instead of conversions?

Yes, simply change ‘conversion’ to ‘impression’ for the event Action when configuring your goal.

Where do I find the campaign ID to use in my Event Goal?

The campaign’s unique ID is shown in the Campaign Dashboard preview pane: