Measure conversion

Capture events at key stages of checkout to understand customer behavior and get insight into your conversion rate.

This guide describes how to set up Google Analytics 4, but you can follow a similar approach for other platforms like as Matomo, Segment, or Tealium.

Before you begin

We're going to use Google Tag Manager to send data to Google Analytics.

Before you begin:

• Sign up for a Google Analytics account
• Sign up for a Google Tag Manager account

This guide assumes you have some knowledge of Google Analytics and Google Tag Manager. We recommended reading:

• Introduction to Google Analytics 4
• Gtag.js (Google Analytics) vs. Google Tag Manager
• Measure ecommerce

Get started

Track conversion with Google Analytics 4 in four steps:

1. Set up Google Analytics
2. Set up Google Tag Manager
3. Update your checkout
4. Check your results

Set up Google Analytics

Create a property

From the Google Analytics dashboard, go to Admin then click Create Property.

Enter a name for your property, then choose other settings to suit your business.

Create a data stream

If you've just created a property, you should be dropped into the Data Streams page. If not, go to Admin > Data Streams.

Choose Web, then fill out the information to create a data stream.

Get your measurement ID

Close the prompt asking you to install the Google tag on your website. We're going to use Google Tag Manager instead.

On the web stream details screen, find your measurement ID and copy it. We'll come back to this later.

Set up Google Tag Manager

From the Google Tag Manager dashboard, click Create Account

Enter the details to create an account, choosing Web as the target platform.

Create a trigger

From the Google Tag Manager dashboard, go to Triggers then click New.

Enter a name for your tag, then click Trigger Configuration.

Choose Custom Event as the trigger type.

Check the UseRegEx matching box, then enter the names of the events that you'd like to send to Google Analytics separated by a pipe character. Add a final pipe character.

For example, to watch for purchase or checkoutSuccess then add: purchase|checkoutSuccess|

Create tags

Next, we'll create a configuration tag and an event tag to capture and forward events from Tag Manager to Google Analytics.

Create a configuration tag

From the Google Tag Manager dashboard, go to Tags then click New.

Enter a name for your tag, then click Tag Configuration.

Choose Google Analytics: GA4 Configuration as the type.

Paste your measurement ID from earlier. You don't need to change any other settings and there's no need to add a trigger.

Create an event tag

Go to Tags then click New.

Enter a name for your tag, then click Tag Configuration.

This time, choose Google Analytics: GA4 Event as the type. Then:

• Set the tag you just created as the configuration tag
• Enter {{Event}} as the Event Name.
• Open the More Settings section, then check Send Ecommerce data.
• Set data source to Data Layer.

When you're done, click in the Triggering section and choose the custom event you just made as the trigger.

Publish tags

When you've created your trigger, event tag, and configuration tag, click Submit. On the next screen, click Publish.

Update your checkout

Install Tag Manager

From the Google Tag Manager dashboard, click on your tag Manager ID to get the code snippets you need to install Tag Manager on your page.

Add the code to your checkout page.

Send events

Next, we need to send events to Google Tag Manager.

There are three callbacks you can use in Paddle.js:

Callback	Method	Blocking	Description
successCallback	Paddle.Checkout.open()	Yes	Called on checkout completion.
closeCallback	Paddle.Checkout.open()	Yes	Called on checkout close.
eventCallback	Paddle.Setup()	No	Called for every checkout event.

For measuring conversion, we recommend using eventCallback because it occurs in the background without blocking other checkout operations. As well as success (Checkout.Complete) and close (Checkout.Close) tracking, it supports events throughout the checkout journey.

Redirect to a page after checkout success? To avoid race conditions, we recommend that you track checkout completion on your "thank you" page rather than in a callback.

For example, your checkout funnel might look like this:

Event	Description
Checkout.Loaded	Customer opens Paddle checkout.
Checkout.Customer.Details	Customer lands on the screen to enter their email and location details.
Checkout.Payment.Selection	Customer lands on the screen to choose a payment method.
Checkout.Payment.Selected	Customer chooses a payment method.
Checkout.PaymentComplete	Customer payment goes through successfully.

You can track a bunch of events using Paddle.js, including more advanced actions around coupons, VAT numbers, and quantity changes. Learn more: Checkout events

Add your callback to your checkout, using a datalayer push to send data to Google Tag Manager.

In this example, we send information for a purchase event:

Check your results

After checkout success, check Google Tag Manager. You should see:

• your event tag under the Tags Fired section in the tags tab
• your Google Analytics ID at the top
• a summary that includes in the purchase event

In Google Analytics, you should see a Purchase hit was triggered. In the Data Layer tab, you can see the ecommerce data passed.

Use DebugView in Google Analytics to see all event traffic to your account. Learn more: Monitor events in DebugView