Google Analytics 4: The Transition from Conversions to Key Events

In order to maintain consistency in reporting across Google Analytics and Google Ads, Google has recently renamed?conversions?to?key events?across both platforms. Despite the name change, the purpose remains the same: to highlight customer interaction steps that lead to triggering events that marketers deem significant. But what does this mean for you? Let’s dive into the details.

Key Takeaways

• Conversions?are now referred to as?key events?in GA4.
• A?key event?is any action important to website or app owners (e.g., first site visit, form submission, purchase).
• Associated metric names have also changed (e.g., “session conversion rate” to “session key event rate”).
• No action is required on your part; existing conversions will automatically transition to key events.
• The roll-out is expected to be completed by the end of Q2 20241.

Understanding the Transition from Conversions to Key Events

With this update, conversions in Google Analytics and Google Analytics reports will now be called?key events. This ensures that a conversion is the same whether viewed in Google Ads reporting or a Google Analytics report, addressing discrepancies in conversion reporting. Not all accounts have migrated to this yet, so you may still see references to conversions in other parts of your GA4 property while it’s being rolled out over the next few weeks.

What Is a Key Event on GA4?

A?key event?(previously known as a?conversion) in GA4 represents any action that is important to you as a website or app owner. These important actions could include:

• First site visit
• Form submission
• Purchase

Previously, if you wanted to track an important action (such as a purchase or a first visit), you would need to label it as a?conversion. Now, instead of conversions, these actions have been renamed as?key events. Just like before, you can label any event you would like as a key event. They are tracked in the same way conversions were tracked previously. Any event you collect can become a key event. In addition to this, some names for associated metrics have also changed.?For instance,?“session conversion rate”?is now called?"session key event rate

Roll-Out Timeline

The transition is being gradually introduced on a global scale, with an anticipated completion date by the end of Q2 2024. During this period, you’ll notice the shift from conversions to key events in your GA4 reports.

Key Event Tracking Metrics

Here are some essential metrics related to key events:

1. Session Key Event Rate: The percentage of sessions where at least one key event occurred.
2. Total Key Events: The total count of key events across all sessions.
3. Key Event Value: The total value associated with key events (e.g., revenue from purchases).
4. Key Event Conversion Rate: The percentage of sessions where a key event led to a conversion (e.g., purchase or lead generation).

Understanding the transition from conversions to key events is crucial for digital marketers. As GA4 continues to evolve, aligning terminology across platforms ensures consistent reporting and better insights into user behavior.

By embracing this change and mastering key event metrics, marketers can unlock deeper insights into user behavior and refine their strategies for success.