What’s in a name? Is a conversion by any other name not as sweet? One thing you might have noticed about analytics platforms: they can change the names of metrics at the drop of a hat. We see this in Google’s GA4, where it replaced the Goals metric with Conversion Events.
The name change is mainly symbolic because the analytics value remains the same. Conversion events help analysts understand what marketing activity is best answering critical business objectives. Let’s look at how to use conversion events in reporting.
