Google has recently announced that it has renamed its ‘Conversions’ in Google Analytics (GA4) to ‘Key Events’.
Google explained that:
“a key event is an event that measures an action that’s particularly important to the success of your business. Any event you collect can become a key event.”
Similar changes have been made in the past. When Google Analytics was first introduced, ‘Goals’ were used in place of ‘Conversions’ to monitor significant actions made by a user while on a website.
When Google’s Universal Analytics made the move to GA4, ‘Goals’ were replaced by ‘Conversions’. This shift saw GA4 allow for more conversions and added flexibility in what could be tracked as a conversion event.
What’s changing in the transition from conversions to key events?
The change from conversions to key events is about updating the terminology used on GA4 to make it easier to understand. Conversion events that are important to the objectives of your business will still be tracked by the key events metric, but they will now be identifiable on GA4 as key events.
The key events that are important to one business may not be as significant to another. This latest update gives users the opportunity to measure what’s important to them.
For example, tracking the number of users who begin the checkout process can be important if your business goal is to increase sales. On the other hand, tracking contact form submissions or newsletter subscriptions might be more appropriate for businesses whose goal is lead generation.
When reporting on this data, the term ‘key events’ sounds a lot more relevant to your business objectives and is ultimately easier to explain to corporate leaders.
Need help identifying the key events to track for your business? Contact the friendly team at Engage Web today.
- How to create custom alerts in Google Analytics 4 - October 9, 2024
- Google Maps adds Fake Review Notice to its Google Business Profile Listings - October 8, 2024
- Is the context of a page important for image optimisation? - October 4, 2024
