Key Events and Conversions in Google Analytics

*FAQs and other languages below.*

Watch to learn about the name change from Analytics conversions to key events, and also meet the new conversions that are shared between Google Analytics and Google Ads.

** DETAILS and FAQ about this update:

Video transcript in other languages:

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Previously in Google Analytics, you could choose events that were important to your business and mark them as conversions. The word “conversions” is also used by Google Ads to describe conversion data that is processed and measured differently than Analytics conversions. To clear up the confusion and create more consistency for your reports, we’re unifying measurement across products: The word conversion will now refer to the same thing everywhere it appears in reports across Google Analytics and in Google Ads.

Going forward, your important Analytics events will be called key events in Google Analytics, and can be used to create conversions that are shared with Google Ads for bidding.

READ MORE ABOUT...

Key events:

Conversions:

Create conversions:

The new Conversion performance report:

[johntaylor]

Perfect, these signals can hopefully inform all the important key events on the way to conversions to better inform google throughout the stages. Performance based signals Love this!!!

[aleksei-ftp]

To clear up the confusion, it may be better to keep all documentation in one place. For example, how to implement attribution on iOS devices. You've placed the necessary information in four different places across documentation for three different services.

[MeniLavie]

Thank you, this is a game changer for micro-conversions and audience targeting optimization.

[daweiJOBS]

The biggest change is if you don't pay for the google ads. you have to calculate your "goal" rate yourself which we used to call them conversion rate not they called calc your self rate.

[jennifercaust]

This is cool! If we're a B2B app, should we track each stage of our sales process as a conversion, ie. conversion 1: sign-up, conversion 2: sales call, conversion 3: customer's first payment?

[wensom]

Where do the key event details show up on the GA reports? Such as the event_value data?

[ExposureNinja]

Why make this change? Conversions are a widely understood concept, but now all training, reporting and stakeholder understanding is out of date. For what end?

Is Conversion Rate Optimisation now "Key Event Rate Optimisation"? No. Google, please stop

[Malanu]

how do i filter my key events in an explore dashbord ? i cannot show only the data for purchases and not every other keyevent ?

[RenegadeLoki]

Does this include Campaign Manager 360?

[Learn_WebAnalytics]

Great video on key events and conversions in GA4!

[melb]

Thank you very much! This helped me create my first Key event :)

[jasoneg]

I was totally confused before, and now I am even more confused. GA4 is a trainwreck.

[tompazoum]

I bet no one could have thought about this confusing similarity across the two different platforms right from the beginning. Even a junior team could've done better.