How do I set up key events (formerly conversions) in GA4?
A key event is an action that matters to your business, such as a form submission or a phone tap. Make sure GA4 records the action as an event, then go to Admin, Events, and select the star next to it. Google renamed conversions to key events in March 2024. Key events appear in reports within 24 hours.
The short version
- Decide which actions mean a lead: a form sent, a phone tap, a booking, an email tap.
- Check GA4 already records each one as an event. Forms and taps often need setup.
- In Admin, under Data display, select Events, then the star next to the event.
- Standard properties can have up to 30 key events. Most small businesses need three or four.
- Test with a real submission and watch it appear in Realtime.
What counts as a key event?
Google’s key events page defines one as “an event that measures an action that’s particularly important to the success of your business.” For a small business, that usually means:
| Action | Common event name | How it’s usually recorded |
|---|---|---|
| Contact or quote form sent | generate_lead or form_submit | The form plugin, Tag Manager or enhanced measurement |
| Phone number tapped | phone_tap (your choice) | Tag Manager click trigger |
| Email address tapped | email_tap (your choice) | Tag Manager click trigger |
| Booking made | The booking tool’s own event | The booking tool’s GA4 setting |
| Purchase | purchase | Your shop platform’s GA4 integration |
Google lists generate_lead among its recommended events for a form that collects a lead. Using Google’s names makes reports easier to read.
Google renamed conversions to key events on March 21, 2024. “Conversion” now means a key event that’s also used in Google Ads. If you don’t run ads, you only need key events.
Step 1: make sure the event exists
- In Analytics, go to Admin, then under Data display, select Events.
- Look for the event in the Recent events list. It only appears after it has happened at least once.
- If it’s missing, it needs setting up first.
Forms. Enhanced measurement can record form_submit, per Google’s enhanced measurement page. It doesn’t suit every form, so test it with a real submission. Many owners get a more reliable event from the form plugin itself, or by sending visitors to a thank-you page you can track. Many WordPress form plugins have a GA4 option.
Phone and email taps. These need a click trigger, usually in Google Tag Manager. Our guide to Google Tag Manager shows the phone-tap setup.
Step 2: mark it as a key event
These steps follow Google’s mark events page.
- In Admin, under Data display, select Events.
- Find the event in Recent events.
- Select the star next to it. The star fills in.
If the event hasn’t happened yet
- In Admin, Events, select Create event. If you don’t see it, you need the Marketer role or higher.
- Enter the exact event name your site will send.
- Turn on Mark as key event.
- Choose a default value and counting method if asked, then select Create.
Step 3: test it
- Fill in your own form, or tap your phone number on your phone.
- Open Reports, then Realtime. Google says the event shows there within a few minutes.
- Check the standard reports the next day. Google allows up to 24 hours.
If you filter out internal traffic, test from your phone’s data connection, or your test won’t show. See filtering internal traffic.
Where do I see key events in reports?
- Reports, then Engagement, then Key events: the count of each one.
- Reports, then Acquisition, then Traffic acquisition: change the key events column to see which channels bring leads. See what each channel means.
- Pages and screens: which pages people were on.
Why does this matter?
Without key events, GA4 tells you about visits but not business. With them, you can see which channels and pages bring enquiries, and which bring only browsers. Our answer on tracking calls and form leads explains how this fits with your Google Business Profile calls and simply asking customers.
What are the common mistakes?
- Marking page views of every page. A key event should mean someone took action, not just visited.
- Too many key events. Scrolls and video plays aren’t leads. Keep the list short.
- Never testing. A form plugin update can stop events firing. Re-test after site changes.
- Renaming an event. Google says a renamed event is no longer a key event. Mark the new name.
- Expecting history. Marking applies from that point forward. Google says it doesn’t change past data.
- Counting failed submissions. Send a test with a missing required field, and check it doesn’t count as a lead.
What if the key event doesn’t show up?
- Check the event appears in Realtime when you test. If not, the event itself isn’t firing.
- Check the event name exactly matches, including capitals and underscores.
- Wait 24 hours for standard reports.
- Check you have permission: Google says marking an existing event needs the Editor role or higher.
How much does it cost, and how long does it take?
Key events are free. Marking an existing event takes a minute. Setting up a reliable form or phone-tap event takes 15 to 60 minutes, depending on your form plugin and whether you use Tag Manager.
How does E-3 handle this?
Our SEO and AI search service covers lead tracking. Accounts E-3 sets up are in the client’s name, with E-3 added as a user, so lead events can be added and checked on the client’s own property. The safe order is the one above: track only successful submissions, then test with a real one.
Related questions
Next step
- Next: What do Direct, Unassigned and AI Assistant mean in GA4?The next guide in Google Analytics 4.
- Free website checkPublic checks on your own site, then an action plan of what to fix first.
Still stuck? Ask E-3 for an answer from our help guides.
Rather we handled google analytics 4 for you?
It’s part of what we do every week for small businesses, as part of seo and ai search. Start with a free check of your site and profile, or call and ask.