{"id":617187,"date":"2024-04-17T15:00:00","date_gmt":"2024-04-17T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/"},"modified":"2024-04-17T15:00:00","modified_gmt":"2024-04-17T12:00:00","slug":"why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/","title":{"rendered":"#Why the shift from \u2018conversions\u2019 to \u2018key events\u2019 in GA4 is a game-changer"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a35d53e2a407\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a35d53e2a407\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Learn_how_this_GA4_change_lets_you_maximize_marketing_opportunities_to_measure_and_report_on_what_matters_most_to_your_business\" >Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Understanding_key_events_in_GA4\" >Understanding key events in GA4<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#What_this_change_means_for_SEOs\" >What this change means for SEOs<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Aligning_with_business_objectives\" >Aligning with business objectives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Assigning_monetary_value_to_key_events\" >Assigning monetary value to key events<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Adopting_key_events_beyond_SEO\" >Adopting key events beyond SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/why-the-shift-from-conversions-to-key-events-in-ga4-is-a-game-changer\/#Test_and_prepare_for_imminent_changes_in_search_marketing\" >Test and prepare for imminent changes in search marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_how_this_GA4_change_lets_you_maximize_marketing_opportunities_to_measure_and_report_on_what_matters_most_to_your_business\"><\/span>Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe recent shift from \u201cconversions\u201d to \u201ckey events\u201d in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. <\/p>\n<p>This article explores the implications of this change and insights on how to leverage it to elevate your marketing reporting.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-key-events-in-ga4\"><span class=\"ez-toc-section\" id=\"Understanding_key_events_in_GA4\"><\/span>Understanding key events in GA4<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>On March 21, I got an email from a former student who said he\u2019d logged into Google Analytics 4 (GA4) that morning and saw, \u201cAnalytics conversions have been renamed key events.\u201d\u00a0<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Google explained:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cTo distinguish conversions in Google Analytics from those in Google Ads, Analytics conversions are now called key events. You don\u2019t need to take any action on your existing setup. Key events are created and reported like previous conversions in Google Analytics.\u201d\n<\/p><\/blockquote>\n<p>When he clicked the arrow for more information, he learned:\u00a0<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201c<strong>Key events<\/strong> in Google Analytics measure the interactions most important to your business. For example, you could mark an important event like a purchase or <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>letter sub<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ion as a key event. This will appear as a key event metric in Analytics reports.\u201d\n<\/p><\/blockquote>\n<p>And when he clicked on the next arrow, he saw a summary of the updates:<\/p>\n<blockquote class=\"wp-block-quote\">\n<ul>\n<li>\u201cAn <strong>event<\/strong> measures a specific behavioral interaction on your website or app.<\/li>\n<li>\u201cA <strong>key event<\/strong> is an event that you mark as important to your business. Key events appear in Analytics reports but aren\u2019t directly eligible for reporting or bidding in Google Ads.\u201d<\/li>\n<\/ul>\n<\/blockquote>\n<p>Since he\u2019d taken my online course on GA4, my former student asked me, \u201cHow will the change to key events impact my metrics and reporting? And is there anything I need to be doing?\u201d<\/p>\n<p>I started thinking about all the other subtle name changes that Google engineers had made to Universal Analytics (UA), which had signaled significant paradigm shifts in GA4:<\/p>\n<ul>\n<li>UA used data based on sessions; GA4 uses data based on events.<\/li>\n<li>UA measured bounce rate; GA4 measures engagement rate.<\/li>\n<li>UA used cookies; GA4 uses modeling to estimate key events.<\/li>\n<li>UA let you set up to 20 goals; GA4 lets you mark up to 30 key events.<\/li>\n<li>UA provided data; GA4 automatically provides anomaly detection.<\/li>\n<li>UA reported what users did; GA4 generates predictive insights.<\/li>\n<li>UA used last-click attribution; GA4 uses data-driven attribution.<\/li>\n<\/ul>\n<p>That\u2019s when I realized that the shift from conversions to key events in GA4 is a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> changer. <\/p>\n<p>This is especially true for SEO specialists and managers who currently use website traffic from organic search to measure their results. But it is also the case for other marketing professionals, who could use website traffic from referral, organic <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> or other default channels to measure their contribution to the success of their company or clients.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-this-change-means-for-seos\"><span class=\"ez-toc-section\" id=\"What_this_change_means_for_SEOs\"><\/span>What this change means for SEOs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So, let\u2019s start with the impact that measuring key events can have on the career path of SEOs. Many SEOs use Search Console to measure organic search traffic. And who can blame them? <\/p>\n<p>Organic search is responsible for 53% of all website traffic, while paid search is responsible for 15%, per a BrightEdge study. (This study included thousands of domains and tens of billions of sessions, though it excluded direct traffic.)<\/p>\n<p>Unfortunately, providing \u201c53% of all website traffic\u201d doesn\u2019t appear to be highly valued by the executives in the C-suite at more organizations that you can shake a stick at. If it were, then you\u2019d see a lot more VPs of SEO, wouldn\u2019t you?<\/p>\n<p>So, what is highly valued by the C-suite? Well, it differs by organization. But most executives are focused on business objectives like \u201craise brand awareness,\u201d \u201cgenerate leads\u201d or \u201cdrive online sales.\u201d <\/p>\n<p>That\u2019s why Google added the Business Objectives collection to GA4 in June 2023. However, the latest shift from conversions to key events gives SEOs a new opportunity to measure what matters.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-aligning-with-business-objectives\"><span class=\"ez-toc-section\" id=\"Aligning_with_business_objectives\"><\/span>Aligning with business objectives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before this latest shift, it was possible to measure \u201cmicro conversions.\u201d <\/p>\n<p>But the term \u201cmicro conversions\u201d tended to remind their executives that these small steps fell short of \u201cmacro conversions,\u201d which are the important interactions that directly impact the success of their business.<\/p>\n<p>However, \u201ckey events\u201d sound much more valuable than \u201cmicro conversions.\u201d If you disagree, then ask yourself this question: Would you rather tell your executives that you will be providing \u201csushi\u201d or \u201ccold, dead, raw fish\u201d at their next meeting?<\/p>\n<p>Words matter.<\/p>\n<p>So, if your chief marketing officer is focused on raising brand awareness at your B2C company, then you should start reporting how many organic search users go on to:<\/p>\n<ul>\n<li>Scroll to 90% of a blog post or article.<\/li>\n<li>Play at least 50% of a product video.<\/li>\n<li>Complete a tutorial.<\/li>\n<\/ul>\n<p>If your chief revenue officer is focused on generating leads at your B2B company, then you should kick off a new set of reports on the number of organic search users who go on to:\u00a0<\/p>\n<ul>\n<li>Download a white paper.<\/li>\n<li>Subscribe to a newsletter.<\/li>\n<li>Complete a registration form.<\/li>\n<\/ul>\n<p>And if your chief executive officer is focused on driving online sales at your ecommerce, then you should begin reporting the percentage of organic search users who go on to:<\/p>\n<ul>\n<li>Begin the checkout process.<\/li>\n<li>Add merchandise to the shopping cart.<\/li>\n<li>Make a purchase.<\/li>\n<\/ul>\n<p>This is particularly true if you can assign a default monetary value to a key event in GA4.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-assigning-monetary-value-to-key-events\"><span class=\"ez-toc-section\" id=\"Assigning_monetary_value_to_key_events\"><\/span>Assigning monetary value to key events<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Now, purchase events already have value and currency parameters. But you can add the same parameters to any other key event. Just calculate the economic value of a key event based on how often the people who take this important action go on to become customers later.<\/p>\n<p>For example, if 10% of the people who sign up for a newsletter go on to become customers and your average transaction is $500, then you can associate $50 (10% of $500) as the monetary value of this key event.<\/p>\n<p>If you want to see this for yourself, then go to the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/6367342?hl=en#zippy=%2Cin-this-article\">Google Analytics demo account<\/a>. Just click on the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/analytics.google.com\/analytics\/web\/demoAccount?appstate=\/p213025502\">Google Analytics 4 property: Google Merchandise Store (web data)<\/a> and then ask yourself this question: Would you rather tell your executives that organic search provided \u201c27,657 users,\u201d \u201c42,596 key events\u201d or \u201c$61,370 in revenue\u201d over the last 90 days?<\/p>\n<p>I know the revenue number above looks like \u201csmall change,\u201d but the most popular item purchased from the Google Merchandise Store in the last 90 days was a \u201cGoogle Cloud Sticker,\u201d which cost $1.25. So, you may provide your company or clients with significantly more economic value.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-adopting-key-events-beyond-seo\"><span class=\"ez-toc-section\" id=\"Adopting_key_events_beyond_SEO\"><\/span>Adopting key events beyond SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SEOs aren\u2019t the only ones who can adopt key events and revenue as key performance indicators (KPIs).<\/p>\n<p>For example, if you scroll down the Google Merchandise Store data in GA4, then you\u2019ll see the \u201creferral\u201d channel, which is an innovative way to measure digital PR, delivered 5,987 users, 12,260 key events and $10,210 in revenue over the last 90 days.\u00a0<\/p>\n<p>The \u201corganic social\u201d channel, which offers a new way to measure social media marketing, delivered 1,920 users, 4,952 key events and $5,797 in total revenue over the same period.<\/p>\n<p>This brings us to direct traffic, also known as \u201cdark traffic.\u201d\u00a0<\/p>\n<p>Back in 2014, an \u201cexperiment\u201d by Groupon found that up to 60% of \u201cdirect\u201d traffic was actually organic search traffic.\u00a0<\/p>\n<p>In 2023, a large portion of traffic marked as \u201cdirect\u201d in Google Analytics was likely sent by \u201cdark social\u201d networks like TikTok, Slack, Discord, Mastodon and WhatsApp, according to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/sparktoro.com\/blog\/new-research-dark-social-falsely-attributes-significant-percentages-of-web-traffic-as-direct\/\">research by SparkToro<\/a>. <em>(Disclosure: I was one of about 100 experiment participants recruited to conduct this experiment.)<\/em><\/p>\n<p>So, would it be a \u201ccareer-damaging move\u201d to ask an executive to discuss the probable sources of direct traffic? <\/p>\n<p>Well, you know the \u201chighest paid person\u2019s opinion\u201d in your office better than I do. But I\u2019d bet dollars to donuts that he or she would welcome such a discussion \u2013 especially if it takes place before his or her next meeting with other members of the C-suite.\u00a0<\/p>\n<p>And while you will want to use your own data from GA4, here\u2019s what the Google Analytics demo account will show you: <\/p>\n<ul>\n<li>The \u201cdirect\u201d channel provided 75,788 users, 91,304 key events and $189,918 in revenue over the last 90 days. <\/li>\n<li>That makes it almost 2.5 times more valuable than the organic search, referral and organic social channels put together.<\/li>\n<\/ul>\n<p>However, only a very small percentage of these users went to the home page of the Google Merchandise Store. <\/p>\n<p>The overwhelming majority went to a wide variety of landing pages, including ones for stationery, new products, sale (clearance) items, men\u2019s and unisex apparel and drinkware and bags (lifestyle) merchandise.\u00a0<\/p>\n<p>So, where did all these people discover the relatively long URLs for the plethora of landing pages?<\/p>\n<p>Here\u2019s my scientific, wild-ass guess: It was a two-step process.\u00a0<\/p>\n<ul>\n<li>Step 1: A small group of opinion leaders discovered a page about a specific product using organic search, news articles or social media posts.\u00a0<\/li>\n<li>Step 2: This small group copied and pasted links to these pages \u2013 along with their opinion of the product \u2013 in thousands of emails, text messages or Zoom chats to a larger group of their friends, family and colleagues.\u00a0<\/li>\n<\/ul>\n<p>And <em>voila!<\/em> You get a ton of so-called direct traffic to a wide variety of landing pages on the Google Merchandise Store\u2019s website that\u2019s hard to track directly.<\/p>\n<p>Now, I didn\u2019t make up this <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.britannica.com\/topic\/two-step-flow-model-of-communication\">two-step flow model of communication<\/a>. According to an article written by Monica Postelnicu and fact-checked by the editors of Encyclopedia Britannica:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cThe two-step flow model was formulated in 1948 by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the book <em>The People\u2019s Choice<\/em>, after research into voters\u2019 decision-making processes during the 1940 U.S. presidential election.\u201d\n<\/p><\/blockquote>\n<p>I think it offers a tested and validated model of what is probably happening today.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-test-and-prepare-for-imminent-changes-in-search-marketing\"><span class=\"ez-toc-section\" id=\"Test_and_prepare_for_imminent_changes_in_search_marketing\"><\/span>Test and prepare for imminent changes in search marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Even if you haven\u2019t tested or validated it yet, it\u2019s a fairly smart move to ask an executive to discuss the probable sources of direct traffic \u2013 especially if you also recommend conducting some tests using Google\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/ga-dev-tools.google\/campaign-url-builder\/\">campaign URL builder<\/a> tool, which enables you to easily add campaign parameters to URLs so you can measure your custom campaigns in GA4.<\/p>\n<p>You should have this conversation and conduct these tests sooner, rather than later. Why? <\/p>\n<p>Because a seismic change is coming in 2024 and those who can measure the quality as well as the quantity of organic search, referral and organic social traffic will be in a stronger position to survive \u2013 and thrive.\u00a0<\/p>\n<p>In an article entitled, \u201cGoogle SGE a top threat to brand and product terms, study finds,\u201d Danny Goodwin wrote:\u00a0<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cYou should expect to see \u2018some erosion of current traffic levels\u2019 from brand-related terms as a result of Google\u2019s Search Generative Experience, according to a new Authoritas analysis.\u201d\n<\/p><\/blockquote>\n<p>So, how much erosion are we talking about?\u00a0<\/p>\n<p>Well, Authoritas found Google SGE displayed for 91.4% of all search queries. Another study by <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.brightedge.com\/blog\/preparing-%E2%80%9Csearchquake%E2%80%9D-will-impact-every-industry-and-marketer\">BrightEdge<\/a> found 84% of search queries will include Generative AI when SGE is fully deployed by Google.<\/p>\n<p>So, imagine that you\u2019re living on the brink of the verge of the edge of the San Andreas Fault. You\u2019d probably take some prudent precautions to prepare for the upcoming \u201csearchquake.\u201d And you\u2019d almost certainly want to do more than hang your pictures with two nails instead of one.<\/p>\n<p>The sooner you start measuring key events, the better. As Sun-Tzu observed, \u201cIn the midst of chaos, there is also opportunity.\u201d<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Greg Jarboe\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/Greg-Jarboe.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/Greg-Jarboe.jpeg.webp\" alt=\"Greg Jarboe\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Greg Jarboe<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=gregjarboe&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/greg-jarboe-876364\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Greg Jarboe is the president and co-founder of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/seo-pr.com\/\">SEO-PR<\/a>, which has generated award-winning results for Southwest Airlines, the Search Engine Strategies (SES) Conference &amp; Expo <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, and Rutgers University. He is the author of YouTube and Video Marketing and a co-author of Digital Marketing Fundamentals. In addition, he is one of the 25 successful gurus profiled in Michael Miller\u2019s book, Online Marketing Heroes. Since 2003, Jarboe has written more than 1,600 articles for Search Engine Watch, Tubular Insights, Search Engine Journal, and other online publications. Over that time, he has also spoken at more than 80 industry conferences. In addition, Jarboe is an instructor at the New Media Academy in the UAE and for Rutgers, the State University of New Jersey, on Coursera.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ga4-conversions-key-events-game-changer-439671\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how this GA4 change lets you maximize marketing opportunities to measure and report on what matters most to your business. The recent shift from \u201cconversions\u201d to \u201ckey events\u201d in (GA4) represents a significant change that digital marketers, especially SEO professionals, need to understand and act on. This article explores the implications of this change&#8230;<\/p>\n","protected":false},"author":1,"featured_media":617188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Why-the-shift-from-\u2018conversions-to-\u2018key-events-in-GA4-is-a-game-changer-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147869,133415,78070],"class_list":["post-617187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-analytics-conversion","tag-google-analytics","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617187","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=617187"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617187\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/617188"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=617187"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=617187"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=617187"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}