Google Analytics 4 (GA4) continues to evolve. This time, with an important update that improves how it tracks conversions. Thanks to a new event matching system, GA4 now provides more accurate data—even when parameters don’t exactly match.
What Is Event Matching?
Event matching helps GA4 connect user actions with the conversions you’ve set up. It relies on signals like session IDs, event parameters, and behavioral data. Previously, all parameters had to match exactly for a conversion to be counted.
As a result, some conversions were lost due to minor issues. These could include things like inconsistent capitalization or missing values.
What Has Changed in GA4?
With this update, event matching becomes more flexible. Now, GA4:
- Recognizes conversions even when some parameters are missing.
- Uses a “best match” logic to attribute events.
- Works with both tag-based events and those imported from Google Ads.
In short, it reduces technical friction and helps capture more meaningful data.
What Does This Mean for Your Strategy?
For marketing and analytics teams, this change is significant. On one hand, it increases accuracy in conversion tracking. On the other, it enables better campaign optimization using more complete data.
Additionally, fewer lost events mean more reliable ad performance attribution.
Deeploy’s Practical Recommendations
At Deeploy, we suggest the following:
- Review your events and conversion setup. Make sure names and key parameters are well defined.
- Monitor your reports. Watch for changes in conversion volume that may relate to this update.
- Take advantage of the improvement. Optimize campaigns using this more flexible and precise tracking.
Ready to Make the Most of It?
We can help you audit your GA4 setup to ensure every key event is captured. At Deeploy, we make sure your data works for you—accurately and efficiently. Contact us to learn more.
