Google Analytics 4 (GA4) has redefined conversion tracking by introducing the concept of key events. This update aligns conversion terminology and measurement more closely with other Google platforms, such as Google Ads. Previously known as Goals in Universal Analytics and Conversions in earlier versions of GA4, key events represent critical user actions that businesses track to measure success. This article will explain what a key event is in GA4, how to set one up, and the benefits of using key events for accurate performance measurement and enhanced marketing decisions.
Defining Key Events
A key event in GA4 is an event that measures an action particularly important to the success of your business. These events, formerly known as Goals in Universal Analytics and Conversions in earlier GA4 terminology, signify valuable interactions such as completing a purchase, signing up for a newsletter, or viewing a confirmation page. Key events help streamline conversion tracking and reporting across Google platforms, ensuring consistent and accurate performance measurement.
Setting Up a Key Event
To set up a key event in GA4, you need to create a specific event and then mark it as a key event. Here’s a step-by-step guide to measuring a key event when a user visits a confirmation page, like the URL http://www.example.com/contact-us-submitted.
Before You Begin:
You must have administrator or editor access to set up key events.
Step 1: Create an Event for the Confirmation Page
- Navigate to Events:
- In the GA4 Admin panel, under the Data display section, click on Events.
- Create the Event:
- Click on “Create event,” then click “Create.”
- Enter the event name “generate_lead” in the Custom event name field.
- In the Matching conditions section, set the condition “event_name equals page_view.”
- Click “Add condition” and enter “page_location equals https://www.example.com/contact-us-submitted.”
- In the Parameter configuration section, click “Add modification” twice to define required parameters.
- For the first row, enter parameter “value” with the value “100” to define the lead value.
- For the second row, enter parameter “currency” with the value “USD.”
- Click “Create.”
Step 2: Mark the Event as a Key Event
- Navigate to Key Events:
- In the GA4 Admin panel, under Data display, click on Key events.
- Mark the Event:
- Click on “New key event.”
- Enter the name of the new event, “generate_lead.”
Verify the Key Event:
- After setting up, it may take a few minutes to a few hours for the configuration to apply.
- Visit your site’s confirmation page and check the Realtime report’s Key events by Event name card for “generate_lead” to confirm its status.
Reporting on Key Events
Key Event Counts:
- Access the Key events page in Admin to see a table listing each key event, the number of times users triggered it, and the associated value (if set).
User Acquisition:
- Use the User acquisition report to select “generate_lead” from the Key events dropdown. This allows you to see traffic source dimensions associated with users’ first sessions that generated the most key events.
Attribution:
- The Attribution paths report in Advertising helps you understand the customer paths leading to key events and how different attribution models distribute credit.
Frequently Asked Questions
Q: What are the benefits of using key events in GA4?
A: Key events provide a standardized way to measure important actions across Google platforms, facilitating accurate performance measurement and better-informed marketing decisions.
Q: How long does it take for a new key event to be recognized in GA4?
A: It can take from a few minutes up to a few hours for GA4 to recognize and start reporting on a new key event.
Q: Can any event be marked as a key event?
A: Yes, any event collected in GA4 can be designated as a key event if it signifies a critical action for your business.
Q: How do I track the performance of key events over time?
A: Use the Key events page in Admin to track event counts and values, and leverage the User acquisition and Attribution paths reports for deeper insights into performance and customer journeys.
Q: What is the difference between key events and conversions in GA4?
A: Key events are the updated term for conversions in GA4, designed to align conversion tracking and reporting with other Google platforms like Google Ads. This update ensures consistency and accuracy across different tools and platforms.
By effectively utilizing key events in GA4, businesses can gain valuable insights into critical user actions, optimize their digital strategies, and make data-driven decisions to enhance their overall performance. This updated approach to conversion tracking ensures more consistent and accurate measurement across all Google platforms.