In Google Analytics 4, a key event is an event marked as important to the business. Google explains that a collected event can be given this status, allowing the action to appear in key-event reporting. Its documentation distinguishes key events from conversions used for advertising measurement. Source: Google Analytics: Conversions and key events

Choose the action deliberately

For a travel website, consider whether a completed enquiry represents the action you need to review. Write down why it matters and test when it is recorded. This gives the team a shared definition before it starts comparing channels or changing campaigns.

Keep the list understandable

Maintain a short explanation of each chosen key event, who owns it and how it is checked. Review that list when the enquiry journey changes. Avoid using a business-sounding event name as proof of a completed task; compare the measurement with a real test outcome so the name and behaviour agree.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and recommendations are editorial illustrations, not customer results.