Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer

The recent shift from “conversions” to “key events” in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. Understanding key events in GA4On March 21, I got an email from a former student who said he’d logged into Google Analytics 4 (GA4) that morning and saw, “Analytics conversions have been renamed key events.”Google explained:“To distinguish conversions in Google Analytics from those in Google Ads, Analytics conversions are now called key events. That’s when I realized that the shift from conversions to key events in GA4 is a game changer. However, the latest shift from conversions to key events gives SEOs a new opportunity to measure what matters. Adopting key events beyond SEOSEOs aren’t the only ones who can adopt key events and revenue as key performance indicators (KPIs).