Renamed ‘Key Events’ from ‘Conversions’ earlier this year, key events are specific interactions that users make while visiting your website that you wish to keep track of.
This may include, but is not limited to, the number of button clicks, downloads, form submissions or phone calls initiated on your website.
The key events that you track are unique to you and are entirely dependent on your business objectives – whether that be to increase sales and enquiries, or improve customer satisfaction rates and engagement.
For example, if your business objective is to increase traffic to your website by 50%, you may wish to track contact form submissions or newsletter subscriptions as key events.
Tracking such events can be critical in identifying where adjustments and improvements should be made, to ensure you continue to progress towards achieving these goals.
If, when looking at the performance figures in Google Analytics 4 (GA4), you notice a decline in the number of contact form submissions being received, you may make a data-informed decision to look at ways to improve these conversions. This may include adding a call to action with a link to the contact form within your blog content, or creating additional lead magnets.
Alternatively, owners of e-commerce websites may wish to track the numbers of add-to-cart and purchase actions made to measure their sales performance.
If the number or purchases differs substantially to the number of add-to-cart actions, for instance, it may be that there is an issue in the customer journey that is limiting conversions. This may be where you conduct a test of the purchase process.
Without monitoring these key events in GA4, it’s impossible to determine whether your marketing and/or sales efforts are effective in helping you achieve your business goals.
Tracking key event conversions in GA4 is a great way to further analyse the performance of your website, as you can use this data to identify the devices, browsers, countries and cities, among other metrics, that are effective in driving the most conversions.
Need help setting up key events in Google Analytics 4 for your online business? Get in touch with the experts at Engage Web.
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