Measurement
GA4 key events
Events in Google Analytics 4 that a business marks as important, such as a lead or a purchase; Google renamed them from "conversions".
What it is
Any GA4 event can be marked as a key event. They can be imported into Google Ads as conversions.
Why it matters
For lead generation and e-commerceThey define what the business counts as success in analytics, and often in Google Ads too.
In practice
Mark the few events that matter, keep names consistent, and check that Google Ads uses the intended ones as primary conversions.
A common mistake
Marking dozens of events as key, so reports and bidding treat a scroll like a sale.
All terms