What is a conversion?
A conversion is when a visitor takes an action you want, like calling, booking or buying. Google Analytics 4 calls these key events.
A conversion is any valuable action a person takes, such as filling out a form, calling, booking, signing up or buying. Each business decides which actions count. In Google Ads, conversions are tracked results used to measure and improve ads. Inside Google Analytics 4, these important actions are called key events. You may see both terms in reports, and they usually describe the same kind of thing.
Why it matters for your business: Counting conversions shows whether your website and marketing produce customers, not only visitors. It is the number most closely tied to revenue.
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