27 Mar 2024 · GA4 · medium severity · fix verified 9 Sept 2026
Conversions renamed key events in GA4; 'conversions' now means Ads-imported conversions
'…we're aligning how conversions are defined across Google Analytics and Google Ads.' GA4's former conversions are key events; conversions in the Advertising section are the Ads definition.
Source: What's new archive — Mar 27, 2024.
What it breaks
Every saved report, API query and doc that says 'conversions' now means something else; two numbers with one word.
Who it hits: Everyone.
The fix
Rename in your docs and queries: key events (GA4) vs conversions (Ads); the SQL uses key events.
fix artifact · #A-004
GA4 BigQuery: sessions with last-click source and key events
One query over the events_* export: sessions per day, the session's last-click source from the record Google added in July 2024, and key events per session.
- verified_on
- 2026-09-09
- next re-check
- 2026-12-01
- status
- current
Sources linked on every entry · artifacts stamped and re-verified · ← all changes