Google just changed how conversions work in GA4. If you miss this, you could be flying blind.
Here’s what changed, what it means, and how IMEG clients are already protected.
What Just Happened
Google retired the old Key Events report. Now:
- You “star” events inside the regular Events report to mark them as conversions.
- A new Network Settings report lets you link conversion data back to platforms like Google Ads.
- DebugView and Attribution Settings got pulled into the Events section too.
In GA4, key events are the most important actions on your website — like a purchase, form submission, or sign-up.
You tell GA4 what counts as a key event by starring it in the Events report. Once it’s marked, GA4 tracks it as a conversion.
Why it matters:
- Key events = conversions
- GA4 uses them to measure what’s working
- Google Ads uses them to optimize your campaigns
No starred event = no conversion tracking. Simple as that.
Why You Should Care
Starred Events = Conversions Now
If you don’t mark your real conversions (like purchases, leads, signups), GA4 — and your ad platforms — won’t know what to optimize for. That kills performance.
Postbacks Power Ad Performance
Network Settings now controls what data goes back to ad platforms. If that postback fails, your ads get dumb — and expensive.
Most DIY Setups Will Break
If you’re not auditing your GA4 regularly, your most valuable events might not be tracked at all. That’s lost data, wasted budget, and zero accountability.
What IMEG Is Doing About It
If you’re with us, we’ve already made the fix.
Here’s how we’re keeping our clients protected:
- Auditing every GA4 account to ensure events are correctly tracked and starred
- Updating dashboards to reflect the new GA4 structure
- Monitoring GA4 updates so you don’t have to
Running OPTIX? You’re Already Covered.
This change? Doesn’t even touch you.
OPTIX by IMEG is our all-in-one marketing data platform. It pulls in GA4, ads, CRM data — everything — and gives you:
- Centralized reporting
- Custom KPIs
- 50% faster reporting
- Anomaly detection
- Full data ownership (no vendor lock-in)
While Google scrambles to update, OPTIX stays rock-solid.
The Bottom Line
This isn’t a cosmetic tweak — it’s a fundamental shift in how GA4 tracks what matters.
Done right? Better insights and higher-performing ads.
Done wrong? Missed conversions, broken reports, and wasted budget.
If you’re on OPTIX, you’re good.
If not — let’s talk.
Want us to double-check your GA4 setup or show you OPTIX? Contact your account manager today.
