For everyone who has complained that conversions are counted differently in GA4 than Goals were in Universal Analytics… GA4 has just released an update you will be interested in. In Universal Analytics, a Goal was only counted once per session. This meant that if you had a Goal setup for a purchase, and a customer made 3 purchases in the same session, the Goal would only fire once. Love it or hate it, that’s how it worked. One could argue that it wasn’t exactly the most intuitive, essentially you should want to celebrate (aka fire a Goal) every time something as big as a purchase happens. But others used this methodology religiously and counted all of their Goal activity on a session level. They only cared about the session conversion
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