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

GA4's shift from "conversions" to "key events" is significant for digital marketers, especially SEO professionals. Key events measure interactions important to a business, align with business objectives, demonstrate the value of organic search traffic, and elevate marketing reporting. SEOs need to understand and leverage this change.

Jenn Day
Apr 25, 2024

Read the Search Engine Land article here.

Here is a brief summary:

  • Google Analytics 4 has shifted from “conversions” to “key events.”
  • Key events measure the interactions that are most important to a business.
  • This shift is a game changer and can impact SEO specialists and managers.
  • SEOs can now measure what matters and align key events with business objectives.
  • Reporting key events can help SEOs demonstrate the value of organic search traffic to the C-suite.
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