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The recent shift in Google Analytics 4 (GA4) from “conversions” to “key events”  has several implications for search marketers.

This shift can help you align your metrics with broader business objectives, such as brand awareness, lead generation, or online sales, by focusing on key events rather than just website traffic.

Discover the metrics we need to report on (and how) in GA4 to get the attention of key stakeholders in Why the shift from ‘conversions’ to ‘key events’ in GA4 is a game-changer, by Search Engine Land contributor Greg Jarboe. He also shares advice on preparing for some seismic traffic changes we expect to see this year.

Anu Adegbola
Paid Media Editor



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Experience level: Expert

Advanced SEO, PPC, and AI training is a few clicks away


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