Google Analytics 4 is powerful, but only if you’re using it properly.
In our April 2025 issue of Beyond Rankings, we’re breaking down why setting up Key Events is essential to understanding how users actually interact with your site, and how to make your data work harder for you!
Why Key Events Matter in GA4?
GA4 no longer tracks conversions the same way as Universal Analytics; events are now the core of your tracking strategy, not just pageviews.
Without defining Key Events, your reports won’t reflect what’s actually driving business results.
This is especially important in Ireland, where:
- E-commerce revenue is projected to hit €6.2 billion in 2025, with nearly 90% of consumers shopping via smartphone.
- Yet the average Irish e-commerce conversion rate is just 1.85%, well below the European average.
- Translation? If you haven’t customised your GA4 Key Events, your data might be lying to you, especially on mobile.
3 Things to Know About GA4 Key Events
Not All Events Are Created Equal
GA4 automatically tracks some basic activity, but the events that drive your business? You have to tell GA4 what those are.
Define what matters to you and mark those as Key Events.
Key Events = Clearer Conversions
Want to know what content actually drives revenue? Or which buttons users click before signing up? Custom Key Events give you clarity, especially when synced with Google Ads or reporting dashboards.
Set It, Don’t Forget It
GA4 tracking isn’t a one-and-done job.
As your business evolves, your Key Events should too (new landing pages, new CTAs, updated forms, etc.) Review them quarterly to make sure you’re still measuring what matters.
What Should I track as a Key Event in Google Analytics 4?
Your Key Events should reflect your primary actions that lead to revenue or leads, not just random activity.
So, an ecommerce site might track:
Add to cart, Begin checkout, Purchase
Whereas a service-based business might prioritise:
Contact form submissions, Quote requests, Newsletter signups
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