Google announced changes to Google Analytics to help the conversion metrics match across Google Ads and Google Analytics. Google will rename legacy conversion to key events, and there are new cross-channel conversion performance reporting beyond Google Ads will be added to the Advertising workspace in GA4.

Google said, “key events in Google Analytics that will replace what currently exists as conversions for behavioral analytics.” “With this update, a conversion will be the same whether you’re looking at it in your Google Ads reporting or in a Google Analytics report. In this improved, more unified experience, we are addressing the differences in conversions reporting that marketers have experienced across Google Ads and Analytics, a long-standing request that we are happy to have resolved for our customers,” Google added.

Here is a GIF of key events in the user acquisition report of Google Analytics:

Google said if you have a Google Ads account linked to Analytics you will now see consistent conversions in the Advertising Workspace for campaign performance reporting, and you will be able to use them to inform ongoing optimization for better results. Advertisers will also get cross-channel conversion reporting beyond Google Ads, Google added.

Google’s Ads Liaison, Ginny Marvin, wrote on X:

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Forum discussion at X.