Definition
A key event is a Google Analytics 4 event you mark as important to your business, such as purchase, sign_up or generate_lead. GA4 used the name conversions for these until 2024.
In practice
Any event can be marked as a key event. Once marked, it is counted in key event metrics and can be used in attribution reporting.
In Google Ads, the word conversion still applies. A GA4 key event can be imported into Google Ads as a conversion action, where it can drive Smart Bidding.
Marking too many events as key events dilutes reporting. Most sites need a handful: the purchase or lead itself, plus sign up or other steps that clearly lead to revenue.
Learn more: GA4 event tracking plan.
Related terms
- Custom dimension (GA4)A custom dimension registers an event, user or item parameter in Google Analytics 4 so it can be used in reports and explorations.
- Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
- Data-driven attributionData-driven attribution is a model that splits credit for a conversion across the ads and channels a person interacted with, based on how much each touchpoint actually contributed.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Key event (GA4) is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.