Key takeaways
- The key-events total adds up actions of very different value: a purchase and a page view weigh the same.
- The breakdown by event name is the first reflex before any commentary on conversions.
- A key event that makes up more than half the total is worth checking whether it really is one.
Definition
The breakdown of key events by type details the GA4 conversions total by event name.
Worked example
A property shows 1,480 key events for the month. Broken down: 1,120 pricing-page views, 290 form submissions, 70 purchases. The figure to comment on is 70, not 1,480. The overall conversion rate was overstated twentyfold.
The most common mistakes
- Commenting on the total without breaking it down. It's the most common mistake of automated reports.
- Leaving a page view declared as a key event. It crushes everything else by its volume.
- Comparing the total month over month after adding a key event. The break has nothing to do with performance.
Where to find the metric
In GA4, the Engagement then Events report, filtered on events marked as key. Or by adding the Event name dimension to any conversion report.
Frequently asked questions
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