Google Analytics 4 (GA4) now refers to 'conversions' as 'key events' to differentiate from Google Ads. Key events are pivotal interactions marked as significant for business, visible in Analytics reports.
Key events in GA4 are crucial interactions like purchases or subscriptions marked for importance. They contribute as metrics in Analytics reports but don't directly impact Google Ads bidding.
The transition to key events in GA4 involves understanding specific user interactions instead of session-based metrics in Universal Analytics (UA) and prioritizing engagement over bounce rates.
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