Conversion goals are configured in the analytics platform

A conversion goal is what turns analytics from a pageview counter into a revenue measurement tool. Without a configured goal — a dedicated success page, a named purchase or sign_up event, a webhook-triggered completion event — GA4 has nothing to optimize against, Google Ads smart bidding has nothing to learn from, and your dashboards cannot answer the one question that matters: how many visitors became customers. Conversion reports stay empty.

Create a dedicated success route like app/signup/success/page.tsx and fire GA4's recommended conversion event on mount:

'use client'
export default function SignupSuccessPage() {
  useEffect(() => { analytics.track('sign_up', { method: 'email' }) }, [])
  return <div>Welcome.</div>
}

Use GA4's named events — purchase, sign_up, generate_lead, subscribe — because GA4 maps them to conversion reports without manual configuration. For payment flows, fire the event from the Stripe webhook handler on checkout.session.completed.