GA4 key event

A key event is an event in Google Analytics 4 that you mark as important to the business, such as a purchase. It replaced the term conversion in the interface.

Stock photos and example labels, not customers.

Definition

A key event is an event in Google Analytics 4 that you mark as important to the business, such as a purchase. It replaced the term conversion in the interface.

How to use it

Marking an event as a key event makes GA4 count it in conversion reports. The mark does not change how the event is collected, so check that the event fires once and carries the right value.

Counts in GA4 rarely match an ad platform or the store exactly. Compare them for a test day, write down the gap and explain it in the report instead of hiding it.