Some of the events on your website are especially valuable to you — things like purchases or newsletter sign-ups. If you wanted to mark these events as important and assign a value to them, what mark should you assign to them in your Google Analytics 4 property?

Analysis of Correct Answer(s)

• You should mark them as Key events. In Google Analytics 4, a Key event is an event that you identify as being most important for measuring your business objectives. This is the direct replacement for "Conversions" in Universal Analytics. By designating an event (like purchase or sign_up) as a Key event, you signal its value to GA4. This enables specialized reporting, attribution analysis, and the ability to assign a monetary value, which is crucial for understanding ROI and optimizing marketing campaigns.

Analysis of Incorrect Options

• Custom events: These are events that you name and implement yourself when they aren't covered by other event types. While an important action might initially be set up as a custom event, the act of marking it as important is what makes it a Key event. "Custom event" defines how the event was created, not its business value.
• Recommended events: These are events with predefined names and parameters suggested by Google for common measurement scenarios (e.g., login, add_to_cart). While a recommended event can be a Key event, "recommended" is simply a structural classification, not the mark of importance itself.
• Automatic events: These are events that GA4 collects by default upon installation, such as page_view and session_start. These track basic interactions and are generally not the specific, high-value actions a business would designate as its primary goals.