You manage a website and consider certain events as especially valuable — like when users sign up for your newsletter or make a purchase. If you want to designate these events as important and assign them a value, how should you label these events in your Google Analytics 4 property?

In Google Analytics 4 (GA4), events that are particularly important to your business and that you want to track for their value (like purchases or newsletter sign-ups) are designated as "Conversion events." Marking an event as a conversion allows GA4 to include it in conversion reports, attribute it to specific marketing channels, and use it for bidding in Google Ads. While "Custom events" are events you define yourself, they only become "Conversion events" when you explicitly mark them as such. "Goals" are a Universal Analytics concept and do not exist in GA4. "Recommended events" are predefined events suggested by Google, but they are not automatically conversions unless you mark them.