Set up conversion events

A keyword going from position 10 to position 3 is only meaningful if it drives conversions. Setting up conversion events lets us show you which rankings, audits and integrations are actually moving revenue.

Two ways to define conversions

You can either import conversion events from GA4 (easiest if you already track them there), or define custom events directly in SEMOptimiser. Most teams do both – import GA4 events as baseline and add custom server-side events for things GA4 can't see.

Import from GA4

1. Connect Google Analytics first (see Connect Google Analytics).
2. Go to Settings → Conversion events.
3. Click Import from GA4. We list every event marked as a conversion in your GA4 property.
4. Tick the events you want to count and click Import.

Define a custom event

1. Go to Settings → Conversion events → New event.
2. Give it a name (e.g. "Lead form submission").
3. Pick the source: GA4 event, GSC top-page query, or webhook from your own backend.
4. Set the value: a fixed dollar amount per conversion, or a dynamic value from the event payload.
5. Optionally tag it with a category (lead, sale, signup) so it groups cleanly in reports.
6. Save.

Server-side via webhook

For conversions that happen entirely in your backend (offline sales, CRM updates), send us a webhook when they occur. We attribute them to the most recent visit from a tracked rank.

bash
curl -X POST https://api.semoptimiser.com/v1/conversions \
  -H "Authorization: Bearer sk_live_..." \
  -H "Content-Type: application/json" \
  -d '{
    "event": "deal_closed",
    "value_cents": 1500000,
    "user_id": "user_42",
    "occurred_at": "2026-05-24T10:00:00Z"
  }'

What we exclude by default

We strip auto-flagged first_visit events from conversion counts because they double-count anyone who converts on their first visit. Toggle this in Settings → Conversion events → Advanced if you want them included.

Where conversions show up

• Rank Tracking: every keyword shows attributed conversions in its detail view.
• Audit reports: page-level conversion counts so you can prioritize fixes on revenue-generating URLs.
• Analytics → User-flow funnel: the conversion shows as the final step.
• Sales dashboard (CEO plan): aggregated conversion value over time.

Common questions

How is attribution decided?

Last non-direct organic click within a 30-day window, matched on session and tracked keyword. This is consistent with GSC and GA4 defaults. We don't support multi-touch attribution out of the box yet.

Does this work for ecommerce purchases?

Yes. Import the GA4 purchase event and set its value source to "transaction value" – we pull the actual cart total per conversion.