Q: Our most valuable action wasn't counted as a conversion for months — what was the impact of fixing it?
A: A B2B site tracked demo_request as a regular event but never marked it a key event. Three months of demo data sat invisible in conversion reports:
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Admin → Events: found demo_request with 2,300 lifetime counts
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Toggled 'Mark as key event'
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Linked it as a conversion import in Google Ads
GA4 only counts key events going forward (no backfill), but within 6 weeks Ads had enough conversion signal to optimize. Cost-per-demo dropped 27% once Smart Bidding could see the real goal.
TL;DR: An event isn't a conversion until you mark it a key event — and there's no backfill, so do it on day one.
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Q: Our most valuable action wasn't counted as a conversion for months — what was the impact of fixing it?
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