analytics-dictionary / term / tracking & measurement

Key event

A key event is an event you mark as especially important to your business. In GA4 it replaced the term conversion.

Written by Reflective Data experts · updated Oct 5, 2026

Google renamed GA4 conversions to key events in 2024 to avoid confusion with Google Ads conversions. You mark an event as a key event in the admin and it then appears in conversion-style reports.

Keep the list short. Marking dozens of events as key events dilutes reporting and makes optimisation harder.

Conversion Event Google Analytics (GA4)

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