Key Events and Conversions in Google Analytics: What's new
Summary
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Outlines
π 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.
Mindmap
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 donβt 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.
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