March 27, 2024
Recently, we announced that we're simplifying Google Analytics reporting by updating the Advertising section, bringing all relevant reporting for advertisers and publishers together in one place.
Along with this update, we're aligning how conversions are defined across Google Ads and Analytics to create a simpler and more intuitive experience in the way conversions are measured and reported across the two platforms.
Previously, important events that were marked as conversions in Analytics were measured differently from how Google Ads conversions are measured, leading to discrepancies across platforms.
From now on, events that measure actions that are important to the success of your business are now called 'key events.' You can use the behavioral data from your key events to improve the user experience across your websites and apps.
A 'conversion' now refers to an important action that you want to use to measure the performance of your ad campaigns and optimize your bidding strategy. With an aligned definition of 'conversion' across Google Ads and Analytics, you can now, for the first time, view consistent conversion-based performance metrics in both Google Ads and Analytics reports.