Key Events and Conversions in Google Analytics: What's new

Summary

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Outlines

00:00

🔄 Update to Google Analytics Conversions

This segment introduces an important update in Google Analytics concerning the treatment of conversions, aiming to clarify confusion between Google Analytics and Google Ads by unifying measurement across these platforms. The term 'conversion' will now uniformly refer to key business events across both Google Analytics and Google Ads, replacing the previous use where Analytics events were marked as conversions. Instead, these will now be called 'key events' within Google Analytics and can be used to create conversions for Google Ads bidding. The video explains that an 'event' remains a measure of interactions or occurrences, 'key events' are those marked as crucial for the business, and 'conversions' are key events utilized for ad campaign optimization. It also outlines the relationship between events, key events, and conversions, noting that conversions automatically categorize the involved event as a key event as well. The update simplifies terminology, ensuring consistency in reporting and analysis across Google's platforms. No immediate action is required from users, as legacy conversions in Google Analytics will be automatically renamed to key events. The segment concludes by advising users on how to adapt to and leverage these changes for their business, with more details provided in an accompanying Help Center article and the video description.

Keywords

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Highlights

Update to Conversions in Google Analytics

Unifying Measurement Across Products

Conversion Terminology Alignment

Introduction of Key Events

Definition of Events, Key Events, and Conversions

Key Events for Business Insights

Conversions for Ad Campaign Optimization

Creating Conversions from Key Events

Automatic Conversion of Events to Key Events

Impact on Users Not Using Google Ads

New Conversion Reporting for Linked Google Ads Accounts

No Action Required for Legacy Conversions

Seamless Transition for Google Ads Bidding

New Workflows for Creating Conversions

Access to More Conversion Performance Reporting

Transcripts

- In this video, we'll cover an update

to conversions in Google Analytics,

including some background context

and a description of what's changing.

For more details, check the linked Help Center article.

So what is happening? Previously in Google Analytics,

you could choose events that were important to your business

and mark them as conversions.

The word conversions is also used by Google Ads

to describe conversion data that is processed

and measured differently than Analytics conversions.

To clear up the confusion

and create more consistency for your reports,

we're unifying measurement across products.

The word conversion will now refer

to the same thing everywhere it appears in reports across

Google Analytics and in Google Ads.

Going forward, your important Analytics events will be

called key events in Google Analytics

and can be used to create conversions that are shared

with Google Ads for bidding.

So in Google Analytics, you could now have events,

key events and conversions.

An event is used to measure a specific interaction

or occurrence on your website or app, no change here.

A key event is an Analytics event you mark as important

to your business, such as a product purchase

or newsletter subscription.

Previously called conversions, key events can continue to help you understand

how users engage with your website or app.

Key event metrics are aggregated in Analytics reports

and are not directly eligible for bidding.

Now a conversion is an important event

that you not only wanna count,

but also want to use with your ad campaigns.

Conversions let you measure the performance of your ads

and optimize campaigns using events from Google Analytics.

Conversions are available for reporting

and campaign optimization in Google Ads

and can also be viewed in the advertising section in

Google Analytics.

So how are these related?

In Google Analytics, you can mark any event as a key event.

You can create custom events

and mark those as key events too.

Events and key events are both concepts created

and reported in Google Analytics.

You can also use any event

or key event to create a conversion,

which is shared with Google Ads.

Once you use an event to create a conversion,

it also automatically becomes a key event too.

So on the surface,

and if you don't use Google Ads at all,

the biggest difference is a name change in Google Analytics

from conversions to key events.

If you do have a Google Ads account linked

to your Google Analytics property,

you'll also see new conversion reporting in Analytics,

which reports consistent numbers across Analytics

and Google Ads.

There are also new reports in the Google Analytics

advertising section for you

and new workflows for creating conversions.

More details on these are outlined

below in the video's description on YouTube.

So what do you need to know?

You don’t need to take any action.

Legacy conversions and Google Analytics will automatically

be renamed key events, allowing you

to continue highlighting those events that are important

to your business in the report section.

So in reports, you'll start seeing key events

where you previously saw conversions,

and when you wanna mark a special event as important,

you'll now see that you can mark it as a key event.

If you were previously exporting Analytics conversions

to Google Ads for bidding,

then your existing conversions exported to Ads will not need

to be changed, and you don't need to make any updates

to your ads bidding setup.

To create new conversions going forward

you'll be able to create conversions based on Analytics key events

directly from the Google Ads UI.

and soon also from the Google Analytics UI.

To see more conversion performance reporting go

to the advertising section in Google Analytics.

Now that you know what's new,

you can check out the changes in your

own Analytics property.

We'll add more detail

and answer some frequently asked questions in the article

linked in this video's description.

Thanks for watching and happy measuring.