In Google Analytics 4 properties, you can now customize how you count conversions with the new counting method setting for conversion events. You have two options: Once per event (recommended) or Once per session (legacy). It is advised that the majority of users select Once per event. However, if it’s crucial for your Google Analytics 4 conversion count to match the corresponding Universal Analytics property count closely, then you should choose Once per session. For further details, please refer to additional resources.
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