GA4 Key Events Explained: How to Track Leads and Sales Properly
Short answer
In Google Analytics 4, key events are the actions that matter most to your business, such as a lead form submission, a purchase or a booked call. They replaced the old term "conversions" in GA4. To use them, first make sure the event is being sent (for example generate_lead or purchase), then mark it as a key event in Admin under Data display, Events, by clicking the star next to it. Link GA4 to Google Ads and import key events so campaigns can optimise for real results.
Key takeaways
- ✓If it is not a key event, GA4 will not count it as a result.
- ✓Track the actions that make money: leads, purchases, calls, bookings.
- ✓Test every event with real submissions before trusting the data.
- ✓Send lead quality back to ad platforms where possible.
Events vs key events
| Event | Key event | |
|---|---|---|
| What it is | Any tracked interaction | An event you mark as important |
| Examples | page_view, scroll, click | generate_lead, purchase, sign_up |
| Shown in reports as results | No | Yes |
| Used for ad optimisation | No | Yes, when imported into Google Ads |
How to mark an event as a key event
- In GA4, open Admin.
- Under Data display, click Events.
- Find the event (for example generate_lead) in the list.
- Click the star next to it to mark it as a key event.
- If the event has not fired yet, use Create event and turn on Mark as key event.
You need the right permissions on the property. Google's help centre has the latest steps.
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Book a Growth AuditWhat to track for a lead-generation business
| Action | Suggested event | Mark as key event? |
|---|---|---|
| Contact or quote form submitted | generate_lead | Yes |
| WhatsApp button clicked | whatsapp_click | Often yes, as a secondary result |
| Phone number clicked | phone_click | Often yes |
| Booking completed | book_appointment | Yes |
| Guide downloaded | file_download or generate_lead | Depends on value |
Common tracking mistakes
- Events firing on page load instead of on successful submission.
- Duplicate events counting one lead twice.
- Thank-you pages that anyone can visit directly.
- Not marking events as key events.
- Cookie consent set up so that no data is recorded at all.
Beyond GA4: lead quality
A lead is not a sale. Connect your CRM so you can see which campaigns create qualified leads and customers, and send that data back to Google Ads and Meta. See improve lead quality from Facebook ads and automated marketing dashboards.
Husbar sets up GA4, Google Ads and Meta tracking properly and builds reporting you can trust. book a growth audit.
What is a key event in GA4?+
An event you mark as important to your business, such as a lead or purchase. Key events replaced the term conversions in GA4.
Why does GA4 show zero key events?+
Usually because the event is not marked as a key event, is not firing, or consent settings block data.
How do I mark generate_lead as a key event?+
Admin, Data display, Events, then click the star next to generate_lead.
Should WhatsApp clicks be a key event?+
They can be, especially for businesses that sell through WhatsApp, but track form leads separately.
Can Husbar set up our tracking?+
Yes. We set up and test GA4, Google Ads and Meta tracking.
Sources
- Google Analytics Help: Mark events as key events (support.google.com/analytics/answer/13128484).
Team Husbar
Husbar Editorial
Team Husbar is the strategy, psychology and research team at Husbar, a psychology-led growth agency headquartered in Dubai. Together we have worked with 100+ brands over 10+ years.
Want this applied to your brand?
We will find the psychology behind your lost sales and show you what to fix first.
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