Google Analytics is shifting from tracking conversions to using “key events” for behavioral analytics, aligning its definition with Google Ads platforms.
This update ensures that what constitutes a conversion will be consistent and easily comparable between Google Ads and GA4 reporting, providing marketers clearer insights into user behavior across platforms.
What’s changing? In GA4, legacy conversions will now be referred to as key events. These events represent crucial actions for behavioral measurement in your business. Additionally, conversions in the report and explore modules will be transitioned to key events, maintaining the same measurement capabilities as the legacy conversion concept. Key events will be considered conversions only when shared with Google Ads, ensuring accurate performance reporting.
Cross-channel reporting. Additionally, the Advertising workspace in GA4 will introduce new cross-channel conversion performance reporting, extending beyond Google Ads. This section will serve as your central hub for monitoring Ads conversion performance, providing comprehensive insights across various advertising channels.
What Google is saying. Kamal Janardhan, Senior Director of Product Management, Measurement, at Google, said in a statement:
Why we care. Discrepancies in conversions reporting have long caused headaches for marketers, however, this solution aims to address that issues by ensuring consistency across Analytics and Google Ads platforms. By providing a clearer and more reliable view of conversion data, it helps streamline reporting processes and enhances the accuracy of analysis.
Action needed? Users of GA4 and Google Ads do not need to take any action. Legacy conversions will be automatically converted to key events, while any conversions shared with Google Ads will be labeled as conversions and reported on within the Advertising section.
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Business email address Subscribe Processing...Deep dive. Read Google’s conversions vs. key events guide for more information.