diff --git a/.env b/.env
index 26cf7ac76d..33da6f0904 100644
--- a/.env
+++ b/.env
@@ -15,7 +15,7 @@ SEGMENT_KEY=''
 SITE_NAME=null
 INFO_EMAIL=''
 # ***** Cookies *****
-REGISTER_CONVERSION_COOKIE_NAME=null
+USER_RETENTION_COOKIE_NAME=null
 # ***** Links *****
 LOGIN_ISSUE_SUPPORT_LINK=''
 AUTHN_PROGRESSIVE_PROFILING_SUPPORT_LINK=null
diff --git a/.env.development b/.env.development
index 065d345fe4..8bc4997fb1 100644
--- a/.env.development
+++ b/.env.development
@@ -20,7 +20,6 @@ SEGMENT_KEY=''
 SITE_NAME='Your Platform Name Here'
 INFO_EMAIL='info@example.com'
 # ***** Cookies *****
-REGISTER_CONVERSION_COOKIE_NAME='openedx-user-register-conversion'
 SESSION_COOKIE_DOMAIN='localhost'
 USER_INFO_COOKIE_NAME='edx-user-info'
 # ***** Links *****
diff --git a/.env.test b/.env.test
index 52ceea6e17..a6546d69c6 100644
--- a/.env.test
+++ b/.env.test
@@ -16,6 +16,5 @@ ORDER_HISTORY_URL='http://localhost:1996/orders'
 REFRESH_ACCESS_TOKEN_ENDPOINT='http://localhost:18000/login_refresh'
 SEGMENT_KEY=''
 SITE_NAME='Your Platform Name Here'
-REGISTER_CONVERSION_COOKIE_NAME='openedx-user-register-conversion'
 APP_ID=''
 MFE_CONFIG_API_URL=''
diff --git a/src/config/index.js b/src/config/index.js
index 59fbe82fba..1524e23e66 100644
--- a/src/config/index.js
+++ b/src/config/index.js
@@ -1,7 +1,7 @@
 const configuration = {
   // Cookies related configs
   SESSION_COOKIE_DOMAIN: process.env.SESSION_COOKIE_DOMAIN,
-  REGISTER_CONVERSION_COOKIE_NAME: process.env.REGISTER_CONVERSION_COOKIE_NAME || null,
+  USER_RETENTION_COOKIE_NAME: process.env.USER_RETENTION_COOKIE_NAME || 'authn-returning-user',
   // Features
   DISABLE_ENTERPRISE_LOGIN: process.env.DISABLE_ENTERPRISE_LOGIN || '',
   ENABLE_DYNAMIC_REGISTRATION_FIELDS: process.env.ENABLE_DYNAMIC_REGISTRATION_FIELDS || false,
diff --git a/src/register/RegistrationPage.jsx b/src/register/RegistrationPage.jsx
index 896f755152..a553fedd9f 100644
--- a/src/register/RegistrationPage.jsx
+++ b/src/register/RegistrationPage.jsx
@@ -172,26 +172,11 @@ const RegistrationPage = (props) => {
 
   useEffect(() => {
     if (registrationResult.success) {
+      // This event is used by GTM
       sendTrackEvent('edx.bi.user.account.registered.client', {});
 
-      // Optimizely registration conversion event
-      window.optimizely = window.optimizely || [];
-      window.optimizely.push({
-        type: 'event',
-        eventName: 'authn-registration-conversion',
-      });
-
-      // We probably don't need this cookie because this fires the same event as
-      // above for optimizely using GTM.
-      setCookie(getConfig().REGISTER_CONVERSION_COOKIE_NAME, true);
       // This is used by the "User Retention Rate Event" on GTM
-      setCookie('authn-returning-user');
-
-      // Fire GTM event used for integration with impact.com
-      window.dataLayer = window.dataLayer || [];
-      window.dataLayer.push({
-        event: 'ImpactRegistrationEvent',
-      });
+      setCookie(getConfig().USER_RETENTION_COOKIE_NAME, true);
     }
   }, [registrationResult]);
 
diff --git a/src/register/RegistrationPage.test.jsx b/src/register/RegistrationPage.test.jsx
index 5310f1623c..6bc2ce5a89 100644
--- a/src/register/RegistrationPage.test.jsx
+++ b/src/register/RegistrationPage.test.jsx
@@ -59,7 +59,7 @@ describe('RegistrationPage', () => {
   mergeConfig({
     PRIVACY_POLICY: 'https://privacy-policy.com',
     TOS_AND_HONOR_CODE: 'https://tos-and-honot-code.com',
-    REGISTER_CONVERSION_COOKIE_NAME: process.env.REGISTER_CONVERSION_COOKIE_NAME,
+    USER_RETENTION_COOKIE_NAME: 'authn-returning-user',
   });
 
   let props = {};
@@ -527,7 +527,7 @@ describe('RegistrationPage', () => {
       expect(registrationPage.find('input#password').length).toEqual(0);
     });
 
-    it('should check registration conversion cookie', () => {
+    it('should check user retention cookie', () => {
       store = mockStore({
         ...initialState,
         register: {
@@ -539,7 +539,7 @@ describe('RegistrationPage', () => {
       });
 
       renderer.create(routerWrapper(reduxWrapper(<IntlRegistrationPage {...props} />)));
-      expect(document.cookie).toMatch(`${getConfig().REGISTER_CONVERSION_COOKIE_NAME}=true`);
+      expect(document.cookie).toMatch(`${getConfig().USER_RETENTION_COOKIE_NAME}=true`);
     });
 
     it('should redirect to url returned in registration result after successful account creation', () => {