As of December 2025, tracking conversions in Google Analytics 4 (GA4) for Australian businesses is more crucial than ever for understanding customer behaviour and optimising marketing spend. GA4’s event-based model requires you to define specific user interactions as conversions, such as form submissions, purchases, or key page views.

Currently in Australia, the focus is on setting up a robust event structure within GA4. This involves identifying the most valuable actions on your website that align with business goals, like a completed “Enquire Now” form submission or a successful checkout. You’ll then mark these events as conversions directly within the GA4 interface, rather than relying on the older Universal Analytics view-based goals.

Heading into 2026, GA4’s enhanced reporting and predictive capabilities will offer deeper insights into user journeys, making it essential to have accurate conversion tracking in place. For Australian businesses, this means a clearer picture of which marketing channels and campaigns are truly driving tangible results, allowing for more informed budget allocation and strategy adjustments.

Prioritise understanding your key business actions and configuring them as GA4 conversions to maximise your data’s impact.