Google Renames Conversions in Google Analytics 4 (GA4) to “Key Events”

April 2nd, 2024 by Alison Zeringue

Vector Illustration: Google Analytics 4 Conversions are now Key EventsTo differentiate from Google Ads, GA4 has renamed conversions to “key events.”

What You Need to Know:

  • Analytics conversions have been renamed as “key events” in GA4 to distinguish them from conversions in Google Ads.
  • “Conversions” still exist, in the context of Google Ads which are also reported as Ads conversions in GA4. Advertisers can create conversions from Analytics key events, and optimize for those conversions in their ad campaigns.
  • No action is required from your end as key events are created and reported in the same way as previous conversions in Google Analytics.
  • If you have a linked Google Ads account, conversions created from Analytics key events will appear as conversions in the Analytics advertising section.

Key events in Google Analytics measure the interactions most important to your business, such as form submissions or newsletter signups. These will now appear as key event metrics in Analytics reports.

While changes like renaming an important metric can be hard to get used to, we believe that these changes will provide more clarity and consistency in reporting, ultimately helping agencies like us, and businesses like you better understand and optimize your digital marketing efforts.

Learn more in Google’s resource about conversions vs. key events.

Search Influence clients, reach out to your Account Manager if you have any questions about how this change may affect your data or campaigns.

If you aren’t a Search Influence client (yet) and need help understanding how this and other Google Analytics 4 updates impact you, contact us to speak with a member of our sales team or learn more about our Analytics and Lead Tracking services.