Why your event fires but doesn't count as a conversion
You can see the event arriving in GA4, but the conversions, now called key events, report shows nothing. Nine times out of ten this is one switch nobody flipped.
The one-switch fix
In GA4 an event only counts as a conversion once you mark it as a key event (Admin, Events or Key events, toggle it on). Until then it is collected but never counted. If the terminology is confusing you, see key events vs conversions.
If it is marked and still not counting
- Name mismatch: GA4 is case-sensitive, so
Purchaseandpurchaseare different events. Mark the exact one that fires. - It was only just toggled: key events count from when you enable them, not retroactively.
- Consent is suppressing the sessions you test from. See consent breaking tracking.
Confirm the exact event name in DebugView, toggle it, and watch it start counting.
Want us to check your tracking in 10 seconds?
Pop in your domain and we will show you what is firing, what is not, and where data is leaking. Free, no signup.
Check my tracking freeGet a plain-English audit
We check your live GA4, Google Tag Manager and consent setup by hand and tell you exactly what is wrong. The audit comes off any build.
See how it works & pricingDatahound are analytics and ad-tracking specialists. We fix broken GA4, Google Tag Manager and server-side tracking so every sale, form and call gets counted. Back to datahound.agency · All tracking guides · GA4 shows no conversions