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Decoding the Jargon

Key event

Also called Conversion (former GA4 name)

Performance marketingTerm

In GA4, an event you mark as especially important to your business, such as a purchase or a lead form submission. GA4 previously called these conversions.

Example

Meera marks purchase and whatsapp_click as key events in GA4. Her reports then count them separately from ordinary events like page views.

How you'll hear it

“Mark purchase as a key event in GA4 and import it into Google Ads.”

Don't confuse it with

  • Google Ads conversion: counted by Google Ads under its own rules, so it can differ from GA4 key events.

Related terms

EventGA4Conversion rate

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Sources

  1. Mark events as key events, Google Analytics Help

Checked 1 October 2026. Examples use a fictional business; figures are illustrative.

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