The recent shift from “conversions” to “key events” in Google Analytics 4 (GA4) is a game-changer for digital marketers, particularly SEO professionals. This article explores the implications of this change and provides insights on how to leverage it to elevate marketing reporting.
The shift from “conversions” to “key events” represents a significant change in GA4. Google explained that this change was made to distinguish conversions in Google Analytics from those in Google Ads. Key events are now used to measure the interactions that are most important to a business, such as purchases or newsletter subscriptions. These key events appear as metrics in Analytics reports.
This change has major implications for SEO professionals. Many SEOs rely on Search Console to measure organic search traffic, which accounts for 53% of all website traffic. However, executives in the C-suite often do not value organic search traffic as highly as other business objectives like raising brand awareness or generating leads.
With the shift to key events, SEOs now have an opportunity to align their metrics with business objectives. Instead of reporting on “micro conversions,” which are seen as falling short of important interactions, SEOs can now report on key events that directly impact the success of the business. For example, if the objective is to raise brand awareness, SEOs can report on metrics like scroll depth, video engagement, or completing a tutorial.
Assigning monetary value to key events is another way to demonstrate their importance. While purchase events already have value and currency parameters, the same parameters can be added to other key events. By calculating the economic value of a key event based on its conversion rate and average transaction value, SEOs can show the monetary impact of these interactions.
The shift to key events is not limited to SEO professionals. Other marketing professionals can also adopt key events and revenue as key performance indicators (KPIs). For example, the referral channel can be used to measure digital PR, while the organic social channel can measure social media marketing. Even direct traffic, often referred to as “dark traffic,” can be analyzed to understand its sources and value.
It is important for marketers to start measuring key events sooner rather than later, as a seismic change is coming in 2024. Google’s Search Generative Experience (SGE) is expected to impact traffic levels from brand-related terms. By measuring the quality and quantity of organic search, referral, and organic social traffic, marketers can better prepare for this upcoming change.
In conclusion, the shift from “conversions” to “key events” in GA4 is a significant change that digital marketers, especially SEO professionals, need to understand and act on. By aligning metrics with business objectives, assigning monetary value to key events, and preparing for future changes, marketers can elevate their marketing reporting and demonstrate the value of their efforts.
