Term
Key event
A GA4 event you mark as important to your business, such as an enquiry.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
In Google Analytics 4, a key event is any event you flag as important, for example a form submission or a click on your phone number. Google renamed GA4 conversions to key events in 2024; in Google Ads, conversions keep their name.
Why it matters for your business
Marking the right key events turns analytics from traffic counting into lead measurement, which is what actually matters for a service business.
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