Last updated on 9.4.2024
Google Analytics 4 (GA4) offers two methods for counting key events: ‘once per event’ and ‘once per session’. The ‘once per event’ method, while recommended by Google, can lead to inflated and misleading metrics for non-transactional key events (conversions), such as newsletter signups or content downloads.
Types of Conversion
For non-transactional key event \ convertion, the ‘once per session’ method provides a more accurate representation of user behavior.
It aligns key events counting with the nature of user interactions, offering a truer picture of performance and marketing effectiveness.
The ‘once per session’ method is superior, especially when combined with the longest feasible session timeout duration.
This approach mitigates duplicate counts across sessions and enriches the understanding of the user journey by capturing extended interactions within a single session.
