Conversion (key event)

Definition

A conversion, renamed key event in GA4 since March 2024, refers to an event marked as strategically important for the business. This can be a purchase, a form submission, a newsletter sign-up, or any other high-value business action.

Configuration in GA4

Any event can be marked as a conversion in the GA4 admin settings. Simply toggle “Mark as key event” in the Events section. GA4 allows up to 30 conversions per property. Each occurrence of the event counts as a separate conversion (unlike UA goals, which counted only one conversion per session).

Attribution window

Conversions are analyzed through the attribution model configured in the property. By default, GA4 uses data-driven attribution with a 30-day window for clicks and a 3-day window for views. This determines which marketing channel receives credit for each conversion.

Best practices

Limit conversions to actions with real business value. Too many conversions dilute report readability. Assign a monetary value to each conversion when possible, even an estimate, to enable ROAS calculation. Regularly verify that conversions are firing correctly through a tracking audit.