Analytics conversions have been renamed key events

To distinguish conversions in Google Analytics from those in Google Ads, Analytics conversions are now called key events.

You don’t need to take any action on your existing setup. Key events are created and reported the same way as previous conversions in Google Analytics.

If you have a linked Google Ads account, Google Ads conversions created from Analytics key events appear as conversions in the Analytics advertising section.

Key events and conversions

Key events in Google Analytics measure the interactions most important to your business. For example, you could mark an important event like a newsletter subscription as a key event. This will appear as a key event metric in Analytics reports.

Conversions can be created from key events to help measure and optimise your ad campaigns. These conversions are shared between Google Ads and Google Analytics for consistent reporting and are eligible for bidding in Google Ads.

What you’ll see in Analytics reports and settings:

• An event measures a specific behavioural interaction on your website or app.

• A key event is an event that you mark as important to your business. Key events appear in Analytics reports but aren’t directly eligible for reporting or bidding in Google Ads.

• A conversion created from an Analytics key event is eligible for reporting and bidding in Google Ads and also appears in Analytics advertising reports.