What is the ‘Key Events’ concept introduced in GA4 (previously called conversions) and what changed?

Google Analytics GA4 Hard

Google Analytics GA4 — Hard

What is the ‘Key Events’ concept introduced in GA4 (previously called conversions) and what changed?

Key points

  • Key Events in GA4 measure site-level goal completions
  • Conversions in Google Ads are created when importing Key Events
  • Key Events are not limited to ad bidding purposes
  • The distinction helps differentiate between property-level and advertising conversions

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