SOCIAL MEDIA CONVERSION MEASUREMENT CASE
Completed fictional example. Values are not measured results or a benchmark.

Objective: Record sessions from a social campaign that complete an enquiry form.
Period: September 1–30, 2026.
Time zone: America/Santiago.
Source and campaign: instagram / social; tagged campaign “workshop_enquiry_sep26”.
Observation unit: GA4 website session.
Key event: form_submit, a confirmed enquiry form submission.
Event scope in the report: form_submit only. If other key events are included, the numerator counts sessions with any of them and the result should be labelled as a rate for that group.
Numerator rule: count a session once when it includes one or more form_submit key events.
Sessions with the key event: 7.
Total sessions in the same source, medium, and campaign segment: 140.
Reference formula: sessions with the key event / total sessions in the segment × 100.
Calculation: 7 / 140 × 100 = 5%.
Supported interpretation: in the stated segment and period, 5 out of every 100 sessions recorded at least one form submission.
Not supported by this figure: that a post caused the form, that the count represents 7 unique people, or that 5% is an industry reference.
Next decision: keep the event definition, tags, period, and time zone; compare another period only if the measurement uses the same rules.

GA4 session key event rate counts sessions with at least one key event over total sessions. Do not replace the numerator with total form submissions if you are calculating that metric. Attribution organizes the recorded source; it does not prove causation.

Definition source: https://support.google.com/analytics/table/13948007
The formula is reference text, not an executable spreadsheet formula. Case values are fictional.