Have you ever gotten confused by the term “conversion” in Google Analytics and Google Ads? You’re not alone! To make things more transparent, Google Analytics has renamed “conversions” to “key events.” This change streamlines how you track important user actions across both platforms.
What’s Changed in GA4?
The good news is, you most likely don’t need to change a thing. Existing conversions in Google Analytics 4 will automatically become key events. They’ll still be tracked and reported the same way.
If you use linked Google Ads accounts, conversions you created from Analytics will now appear under “Conversions” in the Analytics advertising section.
Understanding Key Events and Conversions
- Key Events: These measure the interactions that matter most to your business. Think purchases, newsletter signups, or video completions. Mark any event as a key event to see its performance in Analytics reports.
- Conversions (Made from Key Events): Take your key events a step further by creating conversions in Google Ads. This lets you optimize your ad campaigns based on these specific actions. Conversions created from Analytics key events are usable for reporting and bidding in Google Ads, giving you a consistent picture across both platforms.
What to Expect in the Future
The switch to key events paves the way for exciting new features in the Analytics advertising section. We can expect more conversion reporting options and tools specifically designed for advertisers.
Overall, this update simplifies terminology and strengthens the connection between Google Analytics and Google Ads. It allows you to track what matters most and optimize your marketing efforts with greater clarity.
