Emily wants to improve the conversions on her website, but her GA4 shows only out-of-the-box visitor data. Which of the following should be the first thing she does?

To improve conversions, Emily first needs to tell GA4 what a "conversion" is for her business. The default GA4 setup tracks basic visitor interactions, but it doesn't automatically know which specific actions (like a purchase, lead form submission, or newsletter signup) are valuable goals. By identifying the relevant event (e.g., purchase, generatelead) and marking it as a conversion in Configure Events, she enables GA4 to track and report on these critical actions. This foundational step is essential for any conversion rate optimization efforts. Customizing the GA4 interface or using exploration templates are useful for analyzing data, but they won't generate conversion data if conversions aren't defined. Bringing more visitors to the website (e.g., via paid traffic) is a strategy for increasing overall traffic, not for improving the conversion rate of existing traffic, nor does it address the lack of conversion tracking.