As we move from Universal Analytics to Google Analytics 4, you probably noticed how goals have changed to events. This reflects the shift from “hit-based” Universal Analytics to “event-based” GA4.

However, one thing remains unchanged. Whether you’re a business owner or marketer, it’s crucial to track important actions. And this would most probably be page views of your checkout or thank you pages.

Here’s an easy 3-step guide on how you can track these URL destination goals in Google Analytics 4.

[Entrepreneurship Tips] [3-Step Guide] How To Set Up Key Events (URL Destination) In Google Analytics 4

Ensure You Have Required Access & Permission

Before you begin, ensure that you’re an administrator or editor of Google Analytics. These roles will allow you to set up key events.

1. Create Event

In Admin, click Events under Data Display.

Google Analytics 4 - Admin - Data Display - Events

Then, create event. Choose a data stream and click Create again.

Name your event under custom event name. Try to be as specific as possible, or at least name it in such a way that you understand what event this is in one glance. For example, you could name the event as brochure_thankyou.

Since this is a URL destination event, include the following matching conditions.

  • event_name equals page_view
  • page_location contains /form/brochure-thank-you

Do change page_location to whatever URL your thank you page is. This doesn’t have to be a thank you page. It could be whatever page you consider as important. Note that this event will count whenever there’s a page view on this URL. Also, I usually don’t include domains because some of my clients keep switching the front part of the URLs like http or https, www or without www, or subdomains.

And finally, click Create.

Google Analytics 4 - Create Event

2. Mark As Key Event

There are 2 ways to mark an event as key event.

a. Fast But Less Accurate

So the fastest way is to go to Key Events under Data Display and click on New Key Event.

Enter the name of the new event you created. In this example, it would be brochure_thankyou. Remember, it needs to be exactly the same!

Google Analytics 4 - Create Key Event

b. Slow But Accurate

The other way is to wait for your event to appear in Events under Data Display. This could take a few minutes or a few hours.

When the event appears, there should be some data that shows that the event is working. Then, you simply mark it as key event.

Google Analytics 4 - Mark As Key Event

3. Verify Key Event Is Working

Open a new window or tab and visit the webpage.

In Google Analytics, click Reports and check Realtime. Under Key Events by Event Name, you should see brochure_thankyou which means that it’s working.

Bonus Tip: Import Google Analytics Key Event Into Google Ads

Once you verify that the key event is working, you can import this into Google Ads. By importing this key event as conversion in Google Ads, you let Google Ads know that this is a valuable action that you want to optimize your Google marketing campaigns for. With this data, Google Ads can then improve the performance of your Google Search, Google Display, YouTube ads etc.

The first thing you need to do is link Google Analytics and Google Ads.

In Google Analytics Admin, click on Google Ads links under Product links.

Google Analytics 4 - Admin - Product Links - Google Ads Links

Click on Link and choose the Google Ads account that you want to link.

Once you’re done linking, you can begin importing the key event.

In Google Ads, click on Goals. Next, click on Summary under Conversions. Then, click on New Conversion Action

Google Ads - Goals Conversions Summary - New Conversion Action

Choose Import. Select Google Analytics 4 properties and Web. Finally, select the event to import.

Google Ads - New Conversion Action - Import - GA4 Properties Web

After importing your Google Analytics event, you can edit settings.

  • Action Optimization: Primary action used for bidding optimization or Secondary action not used for bidding optimization
  • Value
  • Count: Every or One
  • Attribution Model

Now It’s Your Turn

Setting up these URL destination events should be quite straightforward.

I strongly recommend that you set these up for important pages on your website.

 

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Nicole C. W. All Rights Reserved.

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