Understanding GA4 Conversion Metrics and Filtering

Overview

In Website Analytics, you can view and analyse conversion data from Google Analytics 4 (GA4). This article explains how conversion metrics work in Fyr, how to use the conversion filter, and how to drill into per-conversion breakdowns.

Viewing Conversion Breakdowns

In the Acquisition tab, when you have conversion metrics selected (such as Conversions, Event Count, or Event Value), each table row can be expanded to reveal a per-conversion breakdown. Click the expand arrow on any row to see purple sub-rows showing how each conversion event contributed to that row's totals.

This lets you see, for example, how "purchase" and "sign_up" events break down within a specific source/medium — while the parent row continues to show the full aggregate across all conversions.

The Conversion Filter

Both the Conversions & Events tab and the Acquisition tab include a conversion filter dropdown. This lets you select one or more specific conversion events (e.g. "purchase", "sign_up").

Important: The conversion filter does not filter the main table rows. Instead, it affects:

• Stat card totals — The conversion-related stat cards (Conversions, Event Count, Event Value) update to reflect only the selected conversions. An info icon appears to indicate the values are filtered.
• Breakdown sub-rows — The expandable per-conversion sub-rows are scoped to the selected conversions.

Session-scoped metrics like Sessions, Bounce Rate, and Page Views always show the full unfiltered values, regardless of the conversion filter. This ensures these metrics remain meaningful and accurate.

Event Count vs. Conversions — Why They Differ

You may notice that Event Count and Conversions show slightly different numbers for the same event. This is because they measure different things:

• Event Count — Counts every time the event fires. If a "purchase" event fires 3 times in a single session, the event count is 3.
• Conversions — Counts the event only when GA4 considers it a conversion. Depending on the counting method configured in GA4, this may deduplicate per session (counting only once per session regardless of how many times the event fired).

The counting method ("once per event" vs. "once per session") is configured in your GA4 property settings, not in Fyr.

Small Differences Between Tabs

You may occasionally see minor differences in conversion numbers between the Conversions & Events stat cards and the Acquisition tab. This is because:

• The Conversions & Events stat cards use cached data stored in Fyr's database, which is refreshed periodically.
• The Acquisition tab queries GA4's live API, returning the most up-to-date numbers.

The numbers will typically be very close and align fully after the next data refresh cycle.