How to Set Up Key Events in Google Analytics 4

Switching from Universal Analytics to Google Analytics 4 meant replacing familiar Goals with a new system called Key Events. While the name changed, the purpose remains the same: tracking the most important actions users take on your website or app. This guide will walk you through exactly how to set up Key Events in GA4, why they’re essential, and where to find the data once you’re done.

What Are Key Events in GA4 (and How Are They Different from Goals?)

In Google Analytics 4, a Key Event is simply any user action that you consider valuable to your business. This could be a purchase, a lead submission, a newsletter signup, or a PDF download. It’s GA4’s way of measuring conversions.

If you used Universal Analytics (UA), you'll remember a specific section for creating 'Goals'. You had to choose from predefined types like Destination, Duration, or Event, and configure them with specific parameters.

GA4 completely simplifies this. Instead of a separate configuration process, any event tracked in GA4 can be turned into a Key Event with a single click. This event-based model is far more flexible. You don't create Key Events from scratch, you just tell GA4 which of your existing events are important enough to be labeled as "key."

Common Examples of Key Events

• E-commerce: purchase, add_to_cart, begin_checkout
• Lead Generation: generate_lead, form_submission, quote_request
• Content & Publishing: sign_up (for a newsletter), file_download, video_start

Why Setting Up Key Events Is a Must

Key Events are the foundation of performance analysis in GA4. Without them, you're only tracking visitor behavior like pageviews and traffic sources, but you can't connect that behavior to actual business outcomes. Here’s why you should configure them right away:

• Measure What Matters: They allow you to shift focus from vanity metrics (like sessions) to actions that directly contribute to your goals, giving you a clearer picture of your site's performance.
• Optimize Advertising Campaigns: You can import your GA4 Key Events directly into Google Ads. This enables you to optimize your campaigns for actual conversions, not just clicks, dramatically improving your return on ad spend (ROAS).
• Enhance Reporting and Attribution: Key Events are central to most attribution reports in GA4. They help you understand which marketing channels (Organic Search, Paid Search, Social, etc.) are most effective at driving valuable customer actions.
• Build Smarter Audiences: You can create powerful audiences for remarketing based on Key Event completion. For example, build an audience of users who completed an add_to_cart event but not a purchase event and target them with a specific offer.

How to Set Up Key Events in GA4: A Step-by-Step Guide

There are a few ways to set up Key Events, depending on whether the action is already being tracked as an event in GA4. We’ll cover the most common scenarios.

Method 1: Mark an Existing Event as a Key Event

This is the easiest method and applies when the user action is already being recorded automatically or as an enhanced measurement event. For instance, GA4 can automatically track file_download events for you.

Let's say you want every file download to 'count' as a conversion.

1. Navigate to the Admin section of GA4 by clicking the gear icon in the bottom-left corner.
2. In the Property column, find the Data display section and click on Events.
3. You'll see a table listing all the event names recorded for your property. Look for the event you want to treat as key (e.g., file_download, sign_up, purchase).
4. On the far right, you'll see a column labeled “Mark as key event.” Simply flip the toggle switch to the “on” position for that event.

That’s it! Within 24 hours, GA4 will start recording that event as a Key Event and populating your reports with the new conversion data.

Method 2: Create a New Event Using an Existing One

Sometimes, a general event needs to be more specific to be considered a conversion. A classic example is tracking a 'thank you' page view. The standard page_view event itself isn't a conversion, but a page view of /contact-thank-you definitely is.

Here’s how to create a specific thank you page Key Event:

1. Go to Admin > Events, just like in the previous method.
2. Click the blue Create event button.
3. In the next screen, click Create again.
4. You are now in the custom event builder. You need to configure it with a name and matching conditions.
5. Click Create in the top-right corner.

Your new custom event (contact_form_success in this case) will now fire every time a user views a page containing /thank-you. However, you're not done yet. You now have to wait for this new event to show up in your main Events table (this can take up to 24 hours). Once you see it there, simply follow the steps in Method 1 to mark it as a Key Event.

Method 3: Track New Events with Google Tag Manager (GTM)

For actions that GA4 can't see on its own - like a button click or a form submission that doesn't direct to a new page - Google Tag Manager is the best solution. While a full GTM guide is beyond this article, the process generally looks like this:

1. Create a Trigger in GTM: The trigger tells GTM when to act. This could be a "Click - All Elements" trigger that listens for clicks on a specific button's CSS class, or a "Form Submission" trigger.
2. Create a Tag in GTM: The tag tells GTM what to do. You'll create a "Google Analytics: GA4 Event" tag. Give your event a name (e.g., cta_button_click) and link it to your GA4 measurement ID.
3. Connect the Tag and Trigger: Configure the tag to fire when your trigger conditions are met.
4. Test and Publish: Use GTM's Preview Mode to confirm that the tag fires correctly when you perform the action on your site. Once confirmed, publish your GTM container.
5. Mark as a Key Event in GA4: Just like with Method 2, you'll need to wait for your newly created event (cta_button_click) to appear in the Admin > Events list in GA4. Once it's there, toggle it on as a Key Event.

Where to Find and Analyze Your Key Event Data

Once you’ve successfully configured your Key Events, you’ll naturally want to see them in your reports. Here are the primary places to look:

• The Key Events Report: The most direct place is under Reports > Engagement > Key Events. This report gives you a simple overview of all configured Key Events and their counts over time.
• The Traffic Acquisition Report: This is where the magic happens. Go to Reports > Acquisition > Traffic acquisition. Here, you'll see a table of conversions by channel, allowing you to quickly identify which traffic sources (Organic Search, Email, Paid Social, etc.) are driving the most valuable actions.
• Create Explorations: For more custom analysis, a Free-form exploration under the Explore tab is an incredibly powerful tool. You can drag and drop dimensions (like Campaign or Device category) and metrics (like the names of your individual Key Events) to build fully customized reports that answer your unique business questions.

Final Thoughts

Setting up Key Events elevates GA4 from a simple website traffic monitor to a business intelligence tool. By tracking the handful of actions that truly indicate user engagement and success, you can generate reports that provide real-world insights into what's working and what’s not, giving you the clarity needed to grow.

Of course, setting up tracking is just the first step. The real goal is turning that data into actionable insights without spending all day building reports. We built Graphed because we believe getting answers from your data should be faster. Instead of wrestling with complex reporting interfaces, you can connect your GA4 account and simply ask questions like, "Which campaigns drove the most sign-ups last month?" Graphed automatically builds the visualizations for you, helping you find those critical insights in seconds, not hours.