GA4 key events vs Google Ads conversions: what should count
A GA4 key event is an event you mark as important in Google Analytics. A Google Ads conversion is an action Google Ads counts and, if primary, bids on. Key events can be imported into Ads as conversions. Keep the Ads primary list short: real progress only, such as qualified lead, booked meeting, trial started, payment. Page views, logins, scroll depth and clicks can be key events for reporting, but shouldn't drive bidding.
The difference
| GA4 key event | Google Ads conversion | |
|---|---|---|
| Lives in | Google Analytics 4 | Google Ads |
| Used for | Reporting, audiences | Reporting and, if primary, bidding |
| Created by | Marking an event as key | Ads tag, GA4 import, offline import |
| Cost of junk | Messy reports | Wasted spend |
Google renamed GA4 "conversions" to "key events" in March 2024 so the two would stop being confused. Many accounts still carry both, often counting the same signup twice: once from the Ads tag, once from a GA4 import.
What should be a primary Google Ads conversion
- B2B SaaS: qualified lead or opportunity (pushed back from the CRM via offline conversion import or enhanced conversions for leads), booked meeting, trial started or signup, payment with value.
- Ecommerce: purchase with value. Maybe add-to-cart as secondary.
- Lead gen: qualified lead, not every form submit.
What is noise
- Page views, including "visited pricing".
- Logins and "dashboard viewed". These are existing customers.
- Trial ended or subscription events that happen to everyone.
- Button and CTA clicks before any form.
- Scroll depth and time on site.
- The same step counted twice (an Ads tag plus a GA4 import of the same event).
Quick audit
- In Google Ads → Goals → Conversions, list every primary action.
- For each: is it real progress toward revenue? Does it fire only once per real conversion?
- Make everything else secondary. Merge duplicates.
- Add values where you can, even estimates (trial = average trial-to-paid rate × first-year value).
FAQ
Should I import GA4 key events into Google Ads?
Only the ones that are real progress, and not if a Google Ads tag already tracks the same step, or you will count it twice.
How many primary conversions should I have?
Usually 1–4. Fifteen primary actions means Google is optimising for a blend of everything.
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