How to Set Up Conversions (Key Events) in Google Analytics 4
Conversions are now called key events in GA4. Here's how to mark an event as a key event, create one that doesn't exist yet, and confirm it's tracking — with an interactive demo you can click through.
In Google Analytics 4, conversions are now called key events. To set one up, go to Admin → Data display → Key events and toggle on the event you care about — or open the Events list and switch on Mark as key event in its row. If the event doesn't exist yet, click New key event and enter the exact event name. Any event you collect can become a key event. Here's the full walkthrough, including the naming rename that confuses people.
First: "conversions" are "key events" now
In 2024 GA4 renamed conversions to key events. If you're following an older tutorial that says "Conversions," that menu is now Key events. The concept is the same — an event you've flagged as important — and "conversion" now refers mainly to the version sent to Google Ads. So: you mark a key event in GA4; it's used as a conversion in Ads.
Step 1: Make sure the event exists
A key event is just an existing event you've flagged. So first confirm the action is being tracked as an event — check Admin → Data display → Events (or Reports → Engagement → Events). Common ones: purchase, generate_lead, sign_up, or a custom button-click event you set up.
Step 2: Mark it as a key event
Two ways:
- From the Events list: Admin → Data display → Events, then toggle Mark as key event in that event's row.
- From Key events: Admin → Data display → Key events shows everything currently flagged.
Step 3: If the event doesn't exist yet
In Key events, click New key event (top right) and type the event name exactly as GA4 will receive it (names are case-sensitive). GA4 will start counting it as a key event as soon as matching events arrive.
The key-event name must match the event name character-for-character, including case. Sign_up, sign_up, and signup are three different events to GA4 — a one-character mismatch means it silently never counts.
Step 4: Confirm it's counting
Fire the action yourself and watch Admin → DebugView to see the event in real time. In standard reports it can take up to 24 hours to appear under Reports → Engagement → Key events.
Step 5: Use it
Once it's counting, build a custom report around it, add it as a step in a funnel, or — if GA4 is linked to Google Ads — import it as a conversion for bidding.
Common mistakes
- Hunting for "Conversions." It's Key events now (Admin → Data display).
- Name mismatch. The key-event name must exactly match the event name, case included.
- Checking too soon. Use DebugView for instant confirmation; reports lag up to a day.
Frequently asked questions
Where are conversions in GA4 now?
GA4 renamed conversions to 'key events' in 2024. You'll find them in Admin → under Data display → Key events. The old 'Conversions' label is mostly gone from the property — an event you flag here is GA4's equivalent of a conversion, and it's what feeds reporting. (Google Ads still calls its imported version a 'conversion.')
What's the difference between a key event and a conversion in GA4?
In GA4 itself they're effectively the same thing under a new name — a key event is an event you've flagged as important. The distinction Google now draws is that 'key event' is the GA4 term, while 'conversion' refers specifically to the version used in Google Ads for bidding and optimization. Mark a key event in GA4; it becomes a conversion when used in Ads.
How do I mark an event as a key event?
Go to Admin → Data display → Key events and toggle on the event, or open the Events list and switch on 'Mark as key event' in that event's row. If the event doesn't exist yet, click 'New key event' and enter its name exactly as GA4 will receive it.
Why isn't my GA4 conversion counting?
Usually the underlying event isn't firing, the key-event name doesn't exactly match the event name (they're case-sensitive), or you're checking too soon — key events can take up to 24 hours to populate reports. Confirm the base event appears in your Events list and fires in DebugView first.