How-to steps · Chapter 11, E for Evaluation
Mark key events and give them a value
You are here for this line in chapter 11 of the book:
☐ Mark form completions, qualified leads, purchases and sign-ups as GA4 key events; avoid pageviews as primary key events.
Chapter 11, E for Evaluation
☐ Assign revenue values to GA4 key events; calculate estimated lead value by multiplying average deal value by lead-to-close rate.
Chapter 11, E for Evaluation
Google renamed conversions key events in 2024. They are the actions that matter to the business: a form sent, a qualified lead, a purchase, a sign-up. Page views are not key events.
- Go to Admin, then under Data display choose Events.
- In the Recent events tab, click the star beside the event (for example
generate_leadorpurchase). It moves to the Key events tab. - Allow up to 24 hours before it shows in reports. It counts from now on, not backwards.
- Give each key event a value: have it sent with the event, or use an estimate of your average deal value multiplied by your lead-to-close rate.
Standard properties allow up to 30 key events.
You're done when you have your real business outcomes marked as key events, each with a value.