Conversion
Key event
Also called marked event.
Key event is an event promoted to conversion status in the property. It tells the reports which events count as success.
How it is measured
Choose an event, flag it, and reports start counting it as a conversion. The event itself is unchanged.
Tarsier uses goals for the same role: any event name can be added as a goal to get counts and a rate.
Worked example
An online course site flags enrol_clicked and payment_done as key events. Of 2,100 enrol clicks, 380 lead to payment. Before flagging, the dashboard showed 6,000 events in total, mostly video_played.
After flagging, the key-event report shows two lines instead of twelve.
How it differs
A key event is a flagged event. An event is any named interaction. A goal is the older term for the same promotion. A conversion is the result.
Common errors
Flagging too many. Flagging an event that fires on load. Renaming after flagging. Mixing key events and funnel steps. Comparing with a property that flagged differently.
In practice
Keep the list under five and review it every quarter.