Wait, Where did my GA4 conversions go?!

Google Analytics (GA4) made a UI change yesterday - it might seem like a pretty crazy change, but the details are actually quite simple.

Main Takeaways:

• GA4 has introduced "Key Events" as a new term for what were previously called Conversions, with Conversions now specifically linked to Google Ads.

• This update aims to clarify discrepancies between GA4 and Google Ads data, helping advertisers accurately track their metrics.

• Marketers need to choose the right attribution models and reports in GA4 to understand their audience's behavior and conversion paths effectively.

What Exactly happened here…

On March 21, GA4 introduced a significant update to its conversion tracking, distinguishing between "Key Events" and "Conversions" to provide clearer insights and align more closely with Google Ads.

Key Events now refer to user actions previously termed Conversions, which are recorded based on events within GA4, whereas Conversions are now specifically tied to Google Ads traffic sources.

This change aims to resolve discrepancies advertisers noticed between GA4 and Google Ads conversion data.

Understanding these updates is crucial for marketers looking to accurately track user engagement and conversion metrics.

By selecting appropriate attribution models and utilizing reports tailored to how visitors interact with their websites, marketers can better navigate GA4's complexities and make informed decisions.

Discrepancies, you say?

That’s right. For years, we’ve been calling all of these events conversions. More and more, marketing teams are needing to report capital C “Conversions” to leadership without muddying the waters.

This is where the shift to Key Events will help to clarifying any difference that might come up in this reporting.

So, do I need to do anything…

Nope! Google is handling the changeover. But you may see your GA4 interface change over the next few days. For example, I’m still able to setup conversions in some GA4 properties, but not others. Expect this to work itself out over the coming week.