Google Analytics is moving from tracking conversions to using “key events” for behavioral analysis, aligning its definition with the Google Ads platforms.
This update ensures that what constitutes a conversion will be consistent and easily comparable between Google Ads and GA4 reports, providing marketers with clearer insights into user behavior across platforms.
What is changing? In GA4, legacy conversions will be called key events. These events represent crucial actions for measuring behavior in your business. In addition, conversions from the report and the crawl modules will become key events, maintaining the same measurement capabilities as the legacy conversion concept. Key events will only count as conversions when shared with Google Ads, ensuring accurate performance reporting.
Multichannel reports. In addition, GA4’s Advertising workspace will introduce new cross-channel conversion performance reporting, which extends beyond Google Ads. This section will serve as your central hub for monitoring ad conversion performance, providing detailed information about various advertising channels.
What Google says. Kamal Janardhan, senior director of product management, measurement at Google, said in a statement:
“In this improved and more unified experience, we’re addressing the differences in conversion reporting that marketers have experienced in Google Ads and Analytics, a longstanding request that we’re excited to have resolved for our customers” . “Conversions in your existing report and scan modules will now become key events. This way, you can define the most important customer actions for your business in Analytics and know what’s working and what’s not to improve your product and experience through websites and apps.”
Why we care Discrepancies in conversion reporting have caused headaches for marketers, but this solution aims to address these issues by ensuring consistency between the Analytics and Google Ads platforms. By providing a clearer and more reliable view of conversion data, it helps streamline reporting processes and improves the accuracy of analysis.
Need action? GA4 and Google Ads users do not need to take any action. Legacy conversions will automatically become key events, while conversions shared with Google Ads will be labeled as conversions and reported in the Advertising section.
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deep dive. Read Google’s conversions vs. key events guide for more information.
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