How to Set Up Key Events (Goals) in GA4: Step-by-Step Guide

If you are searching for "GA4 goals," they do not exist anymore. Google renamed conversions to "key events" in early 2024. Here is how to set them up properly.

Goals vs Key Events: What Changed

The concept is simpler in GA4: any event can become a key event with one toggle.

Step 1: Identify What to Track

Before configuring anything, decide which actions represent business value:

Step 2: Make Sure Events Exist

You can only mark existing events as key events. Check if your events are firing:

1. Go to GA4 > Reports > Engagement > Events
2. Look for the events you want as conversions
3. If they are missing, you need to implement them first (see our [event tracking guide](/blog/ga4-event-tracking-complete-guide))

Step 3: Mark Events as Key Events

Method 1: In the GA4 Admin 1. Go to Admin > Key events (under Data display) 2. Click "New key event" 3. Enter the exact event name (case-sensitive) 4. Click Save

Method 2: From the Events report 1. Go to Reports > Engagement > Events 2. Find your event in the list 3. Toggle the "Mark as key event" switch on the right

The toggle takes up to 24 hours to apply to new data. Existing data is not retroactively updated.

Step 4: Configure Counting Method

GA4 offers two counting methods per key event:

• Once per session — Counts a maximum of one conversion per session. Use for lead forms, signups, and demo requests where duplicate submissions in one session are not meaningful.
• Once per event — Counts every occurrence. Use for purchases and add-to-cart where each action has distinct value.

To change: Admin > Key events > click the event > Counting method.

Step 5: Add Conversion Values

Assign monetary values to key events for ROI calculation:

// Send value with the event
gtag('event', 'generate_lead', {
  value: 50,
  currency: 'USD'
});
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For e-commerce, the purchase event should always include value and currency. For lead gen, assign estimated lead values based on your close rate and average deal size.

Step 6: Create a Conversion Funnel

Key events work best when connected in a funnel. Use Explorations to build one:

1. Go to Explore > Funnel exploration
2. Add steps:
3. - Step 1: `page_view` (landing page)
4. - Step 2: `begin_checkout` or `form_start`
5. - Step 3: `purchase` or `generate_lead`
6. Analyze drop-off between steps

This shows where users abandon the conversion path.

Creating Key Events from Existing Events (Modify Events)

Sometimes you want a key event based on a filtered version of an existing event. For example, tracking only form submissions from the pricing page:

1. Go to Admin > Events > Create event
2. Name: `pricing_form_submit`
3. Conditions:
4. - `event_name` equals `generate_lead`
5. - `page_location` contains `/pricing`
6. Save and mark the new event as a key event

This creates a derived event without changing your tracking code.

Verifying Key Events

After setup, verify key events are working:

1. DebugView: Trigger the conversion on your device. Key events appear as green bubbles.
2. Realtime: Check the "Key events by Event name" card.
3. Reports: Wait 24-48 hours, then check Reports > Engagement > Key events.

Common Mistakes

1. Marking too many key events. If everything is a conversion, nothing is. Limit key events to 5-10 business-critical actions.

2. Wrong counting method. A purchase should count every time. A form submission probably should not.

3. No values assigned. Without values, you cannot calculate ROI or use value-based bidding in Google Ads.

4. Not linking to Google Ads. Key events automatically become available for Google Ads optimization once the accounts are linked. Check Admin > Product links > Google Ads.

Not sure if your key events are set up correctly? Audit your GA4 setup →