What are key events in GA4, and how to mark one

Key events are the events that matter most to your business, such as a signup or a purchase. They're what Google Analytics 4 called conversions until March 2024. To mark one, go to Admin → Data display → Events and turn on Mark as key event next to it.

Key events vs conversionsCopy Anchor Link

In March 2024, Google renamed GA4's "conversions" to key events. The word "conversion" now means a key event that's also used in Google Ads. If you don't run Google Ads, think of key events as your conversions: signups, purchases, demo requests, newsletter signups.

Mark an existing event as a key eventCopy Anchor Link

Mark an event that hasn't happened yetCopy Anchor Link

The Events list only shows events GA4 has received. To set one up in advance:

1. Admin → Data display → Key events → New key event.
2. Type the exact event name, for example sign_up (names are case-sensitive).
3. Save. It counts from the first time the event arrives.

Choose how it's countedCopy Anchor Link

Each key event has a counting method: Once per event (the default: every signup counts) or Once per session (at most one per visit). Find it in Admin → Data display → Key events → the three dots next to the event → Change counting method. For signups and purchases, once per event is usually right.

Good to knowCopy Anchor Link

• Key event totals start from the day you mark them. GA4's key event reports don't go back before that day, even though the event was sent earlier.
• Up to 30 key events per standard property.
• No event to mark? You need to send one first. Track signups or track purchases.

RelatedCopy Anchor Link

• Track signups in GA4
• Count sales from a thank-you page
• Events in plain words

SourcesCopy Anchor Link

• Google: Mark events as key events