Definition
A key event in GA4 is an event you mark as important to your business, such as a purchase, lead or sign-up, so it is reported as an outcome.
Key event explained
Any event collected in GA4 can be marked as a key event. Google Analytics then reports key events across acquisition, engagement and landing page reports, so you can see which channels and pages drive the outcomes you care about. Key events are what older versions of Google Analytics called goals, and what GA4 itself previously labelled conversions.
Key events in Analytics and conversions in Google Ads are related but separate. You can import key events into Google Ads as conversions for bidding, or track Ads conversions directly with the Google tag. It is important to decide which source Ads uses, so the same action isn't counted twice.
Choose key events carefully:
- Mark the actions that represent real business value, not every click.
- Use values where you can, for example order revenue or an estimated lead value.
- Keep the list short enough that reports stay meaningful.
Example
Your GA4 property marks newsletter sign-ups, PDF downloads and demo requests all as key events, so reports blur together. Keeping demo requests and trial sign-ups as key events, and treating the rest as ordinary events, makes landing page reports show which pages drive pipeline.
Why it matters
Key events turn analytics from a traffic counter into a measure of results for every channel and page.
Related service
Analytics & Reporting
GA4, Search Console and dashboards that connect organic and AI search to leads and revenue.
SEO analytics and reporting servicesSources
- Analytics Help: About events (checked 30 Sep 2026)
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Related terms
- GA4 eventA GA4 event is a recorded interaction or occurrence on a website or app, such as a page view, click, video play, form submission or purchase.
- GA4 (Google Analytics 4)GA4 (Google Analytics 4) is Google's analytics platform that records site and app activity as events and reports on traffic and conversions.
- Conversion trackingConversion tracking records valuable actions people take after seeing your ads or visiting your site, such as purchases, sign-ups, calls or leads.
- Conversion rateConversion rate is the percentage of visitors or sessions that complete a goal, such as a purchase, sign-up or enquiry, out of all visitors or sessions.
- MQL (Marketing Qualified Lead)An MQL (marketing qualified lead) is a lead that marketing judges likely to become a customer, based on fit and engagement, before sales takes over.