A conversion refers to an important action that you want people to take on your website and holds value to your business objectives; for example, form submissions, product purchase, clicks on phone calls, newsletter subscription etc. These user actions are key indicators of success for any business. Conversions in GA4 are same as goals in Universal Analytics.
So, previously called ‘Conversions’ in Google Analytics are the same as Key Events.
Key Differences Between Events and Conversions in GA4
While conversions and events may overlap, there are actually some specific differences:
While Events monitor any action taken by users on the website, key events track very precise and valuable user actions such as phone calls, downloads, purchase or appointment bookings.
Events generally help us understand user behavior whereas key events measure any successful outcome.
There are some events that GA4 automatically tracks but key events necessitate configuration.
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