Measurement
How to Track Organic Conversions (Key Events) in GA4
Traffic is only useful if it turns into enquiries or sales. Here’s how to measure that from search.
In GA4, the actions that matter to your business are called key events (previously conversions). Google’s process is to create or identify an event that measures the action, then mark it as a key event.
Once that’s done, you can see how many enquiries or sales started from organic search, and which pages brought them.
Short answer: To track organic conversions in GA4: decide which actions count (form submissions, calls, bookings, purchases); make sure each fires a GA4 event (for example generate_lead); mark it as a key event in Admin under Data display, Events; then report key events by session default channel group (Organic Search) and by landing page. Key events count from the moment you mark them, not historically.
Key Takeaways
- Key events are GA4’s name for conversions.
- Purchase is a key event by default; lead events must be marked yourself.
- Marking an event doesn’t change historic data, so set it up early.
- Allow up to 24 hours for key events to show in standard reports.
- Report by channel and landing page to connect SEO to results.
Step 1: Decide what counts
| Business type | Typical key events |
|---|---|
| Service business | Quote or contact form submitted, call click, booking |
| E-commerce | Purchase (key event by default) |
| B2B | Demo or consultation request, proposal download |
Step 2: Make sure the event fires
Use a clear event name such as generate_lead when a form is successfully submitted, ideally on the confirmation rather than the button click. Check it in Realtime or DebugView by submitting a test.
Step 3: Mark it as a key event
- In GA4 Admin, under Data display, open Events.
- Find the event and click the star to mark it as a key event.
- If the event hasn’t been received yet, use Create event and toggle Mark as key event.
Google says you need the Marketer role or above, that standard properties can have up to 30 key events, and that marking an event affects reports from that point, not historic data.
Step 4: Report organic conversions
- Traffic acquisition: add key events as a metric and filter to Organic Search.
- Landing page report: filter to Organic Search to see which pages lead to enquiries.
- Compare month over month alongside Search Console clicks.
Lead-generation tips
- Track only successful submissions, not attempts.
- Use one key event per real enquiry type to avoid double counting.
- Exclude internal and test submissions where you can.
- Remember some enquiries happen offline, such as phone calls after reading a page.
Frequently asked questions
Are key events the same as conversions?
In GA4, key events are the events you mark as important; Google Ads conversions can be created from them.
Why don’t my key events show yet?
Google says to allow up to 24 hours for standard reports; Realtime updates within minutes.
Can I mark past events as key events?
You can mark an existing event, but it only counts as a key event from that point on.
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Sources
Last reviewed October 14, 2026.
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