# Conversions

Google Analytics MCP server · 3 tools

Key events (GA4's term for conversions) by page and event type, internal site-search terms visitors typed, and the weekly new-vs-returning visitor retention trend.

## Google Analytics Frequently Asked Questions

**What are the Google Analytics Conversions tools?**

This page lists the Conversions tools in the Google Analytics integration: 3 tools for working with conversions. Each is exposed through your firm's Weave MCP connection and available to members whose access level permits it.

**What does isFallback mean on ga4_key-events?**

If the property has no key events configured, the tool falls back to top events and sets isFallback: true on the response, those rows are NOT conversions, just the most frequent events.

**Why does site-search-terms return no rows?**

It requires site search tracking configured in GA4; properties without it have nothing to report.

**Why are some users excluded from the retention trend instead of counted as new?**

Visitors GA4 cannot classify, cookieless or cross-device, are excluded rather than counted as new, and reported separately, so the new-vs-returning split isn't skewed by ambiguous sessions.

**What is the Google Analytics integration?**

The Google Analytics integration connects your firm's Google Analytics account to Weave. Google Analytics is Google's web and app analytics platform. This integration lets your AI workflows read that data, properties, audience and engagement metrics, and traffic sources, for the properties your connected Google account can access. It groups 11 tools into 5 categories, exposed through your firm's Weave MCP connection and filtered per member by access level.

**How does my firm connect Google Analytics to Weave?**

An admin authorizes a Google account with access to your GA4 properties once, via Google's OAuth consent flow in the Weave console. Every firm member then works through that single connection, there is no per-member Google sign-in.

**Can these tools change anything in Google Analytics?**

No. Every ga4 tool is read-only reporting, none of them can edit a property, change tracking configuration, or modify GA4 data.

**Do I need to specify a property every time?**

Yes, run ga4_list-properties first to get the numeric propertyId for the account/property you want; every other ga4 tool requires it.

**What does organicOnly mean on these reports?**

Most tools default to organicOnly: true, scoping the report to organic search traffic; widen the scope with organicOnly: false, or narrow it further with a channelFilter where the tool supports one.

## Related
- /integrations/ga4/traffic/
- /integrations/ga4/properties/

## Tools

- [Key Events](/integrations/ga4/conversions/key-events/) — Key events (conversions) by page and event type. If the property has no key events configured, falls back to top events with isFallback set to true — those are NOT conversions. Scope with organicOnly (default true). Run ga4_list-properties first if you don't have a property ID.

- [Retention Trend](/integrations/ga4/conversions/retention-trend/) — Weekly new vs returning user trend. Users GA4 cannot classify (cookieless or cross-device) are excluded rather than counted as new, and reported separately. Scope with organicOnly (default true). Run ga4_list-properties first if you don't have a property ID.

- [Site Search Terms](/integrations/ga4/conversions/site-search-terms/) — Internal search terms from visitors. Requires site search tracking in GA4; properties without it return no rows. Scope with organicOnly (default true). Run ga4_list-properties first if you don't have a property ID.