How do I track multiple conversion events?

To track multiple conversion events, you must set up Standard Events for each conversion you wish to track. You can also set up Custom Events as an alternative. 

For example, an eCommerce company wants to track the activities users take before making a purchase. To do this they set up three Standard Events on their website:

• Add to Cart
• Initiate Checkout
• Purchase

Keep in mind that campaigns can only optimize towards one event. In this case, it would be the "Purchase." The company can still observe the number of "Add to Cart" and "Initiate Checkout" events by customizing their reporting view to view metrics from all three Standard Events.