[GA4] About key event counting method

  Gradual feature rollout: This feature is not yet available for all Google Analytics properties.

Conversions are now called key events. We've updated our terminology to simplify conversion measurement and reporting across Google platforms. The term 'conversion' now aligns with how conversions are defined in Google Ads, addressing previous discrepancies across platforms. Important events previously labeled as 'conversions' in Analytics will be reclassified as 'key events.' These key events, when shared with Google Ads, will be considered conversions, facilitating more accurate performance measurement of ad campaigns and enabling better-informed marketing decisions. Learn more about this change

You can choose how many times you want Google Analytics to count a key event if the key event is triggered more than once in a session.

About the counting methods

You can choose from these counting method options for a key event:

• Once per event (Recommended): Counts a key event every time it's triggered. This option is recommended because it reflects the behavior of users on your site or app, and allows you to distinguish between sessions where multiple key events occurred and sessions where only one key event occurred.
  Example

  A user completes 5 key events in one session. This setting counts 5 key events.
• Once per session (Legacy): Counts a key event only once within a particular session. This option is how Universal Analytics properties count goals. Select this option if it’s important for your GA4 key event count to closely match your UA key event count. Otherwise, select Once per event.
  Example

  A user completes 5 key events in one session. This setting counts 1 key event.

Note: Default counting method

If you don't make a choice, Google Analytics will automatically use the default counting method. The default depends on how key events were created.

• Once per session is the default counting method for all key events that were created from Universal Analytics goals:
  • in an automatically created Google Analytics 4 property
  • using the goals migration tool in the Setup Assistant after April 2023
• Once per event is the default counting method for all other key events

Choose a counting method

You must be an administrator or editor on the property to change the counting method for a key event. You can change this setting at any time for any of your key events.

1. In Admin, under Data display, click Key events.
2. In the Key events table, click to the far right of a row.
3. Click Change counting method.
4. Select your preferred counting method.
   Note: If you can't select an option, you don't have the necessary permissions.
5. Click Save.

Note: Any changes to the counting method apply to future key events only, and won't apply to a key event's past data.

Identify the counting method that each key event uses

You can tell which counting method each key event uses by going to the Key events table in Admin > Key events. Any key event with next to it has the Once per session counting method. If there’s no icon in the Key event name column, then the key event uses the Once per event counting method.