Google Analytics 4
intermediate
8 min read3 steps547 views

How to Set Up Conversions (Key Events) in GA4

In GA4, conversions are called Key Events. To mark an event as a Key Event: go to Admin > Events, find the event, and toggle 'Mark as key event.' Key events appear in conversion reports and can be imported into Google Ads for smart bidding. Mark only your primary business outcomes (purchase, generat

Events & Conversionsga4 conversions setup

Quick Summary

In GA4, conversions are called Key Events. To mark an event as a Key Event: go to Admin > Events, find the event, and toggle 'Mark as key event.' Key events appear in conversion reports and can be imported into Google Ads for smart bidding. Mark only your primary business outcomes (purchase, generate_lead, sign_up) — not every event. You can have up to 30 Key Events per property. Key events take up to 24 hours to start reporting after being marked.

Overview

In GA4, conversions are called Key Events. To mark an event as a Key Event: go to Admin > Events, find the event, and toggle 'Mark as key event.' Key events appear in conversion reports and can be imported into Google Ads for smart bidding. Mark only your primary business outcomes (purchase, generate_lead, sign_up) — not every event. You can have up to 30 Key Events per property. Key events take up to 24 hours to start reporting after being marked.

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Process Flow

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Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently Asked Questions

Common questions about this topic

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