Key Events
GA4's term for the events you have marked as most important to your business, such as form submissions, purchases, or calls. Formerly called conversions inside GA4, key events are the actions you track for reporting and can share with Google Ads as conversions.
Why It Matters
Key events define what success looks like in your analytics, driving funnel reports, audience building, and bidding signals. Choosing them deliberately keeps teams focused on outcomes that move revenue rather than vanity interactions like scroll depth.
Common Mistake
Marking too many events as key, so everything counts as a conversion and nothing stands out. Reserve key event status for actions with clear business value and keep the rest as standard events.