New change has been introduced. Below is our understanding of the change.
What is the change?
Previously in Google Analytics, we had Events and Conversions. Now with this change, Conversions are called Key Events. Your old Conversions still remain, but have now been renamed to Key Events. Pairing this data with effective SEO services can further refine your digital strategy and improve your online presence
You cannot set “Conversions” anymore in Google Analytics. You can instead set important metrics (Ex: button click, page scroll etc) as Events and mark really special events as Key Events (Ex: product purchase, form submit).
Any specific Conversions can only be set in Google Ads, then used for bidding purposes. These Conversions will be pulled into your linked Google Analytics account. These Conversions can be viewed in the Advertising section in Google Analytics.
Why this change?
Previously the term Conversions meant different things in Google Analytics and in Google Ads. To prevent any differences in measurement of Conversions, this change has been implemented.
What is the impact?
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- New term introduced, that is Key Events.
- You can no longer set Conversions in Google Analytics.
- Conversions now can be measured the same in both platforms Google Ads and Google Analytics.
- Existing setups in Google Analytics do not require any changes, key events function similar to previous conversions.
- New Conversion can be set up in Google Ads based on key events identified in Google Analytics
How can we take Advantage
Crucial events can be set as Key Events to understand the behaviors of users on the platform. Businesses can utilize user behavioral data to enhance user experiences on their websites and apps. Reporting of Conversions, along with SEO Services, is streamlined across platforms.
Our Thoughts
Definitely helpful for people running Google Ads campaigns as this streamlines terminology and measurement of actions that matter and are bid on.
Google Analytics: Conversions changed to Key Events
Google Analytics: Conversion from Google ads displaying in Advertising menu
We would love to hear your thoughts on this!
References:
https://support.google.com/analytics/answer/9267568
https://support.google.com/analytics/answer/14715749#zippy=%2Cin-this-article
https://support.google.com/analytics/answer/10632359
https://support.google.com/analytics/answer/14710559