Key Events vs. Conversions in GA4

On March 21, 2024, Google renamed the "Conversions" feature in GA4 to "Key events." Nothing about how the metric is measured changed — it's the same underlying data, marking specific actions (a purchase, a form submission, a signup) as meaningful. Google made the switch to stop overloading the word "conversion," which it wanted to reserve specifically for Google Ads reporting.

If you set up "conversions" before 2024, they're now called key events in your reports, and any documentation, screenshots, or advice written before the rename will use the old term. Standard GA4 properties also cap you at 30 key events per property, so it's worth being deliberate about which actions actually earn that label rather than marking everything.

What are my key events, and how are they doing?

Ask datanephew for your key event counts and trends over any date range — it reads the same data whether you call them key events or conversions.

Am I close to the 30 key-event limit?

Ask datanephew to list all your currently marked key events — that's the easiest way to see how much room you have left before hitting the cap on a standard property.