Key event

Google Analytics renamed its conversions to key events. Many accounts import them into Google Ads, so the same result can exist as an Analytics key event and as a Google Ads conversion action at once.

If both are primary in Google Ads, the account can count one sale twice. If neither is imported, the account may be missing events Analytics already records, such as add to cart.

1. In Google Analytics, open Admin, then Events, and see which are marked as key events.
2. In Google Ads, open Goals, then Conversions, and look for actions whose source is Google Analytics.
3. Compare them with actions from the Google tag measuring the same result.
4. Decide which one is primary for each result.

A shop marks purchase as a key event in Analytics and imports it, while the Google Ads purchase tag also fires. Both are primary. Setting the imported one to secondary stops the double count.

• Importing key events and keeping the matching Google Ads tag primary too.
• Marking every event as key, including page views.
• Not importing useful funnel events that Analytics already records.

The audit checks Oppy runs on this, each with its own page.

• Nothing recorded between arriving and buying
• The same result counted by more than one action

• Google tag: The piece of code on your website that sends conversions and site data to Google Ads and Google Analytics.
• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.
• Primary conversion action: A conversion action used for bidding and shown in the Conversions column.