Free-listing conversion tracking in Merchant Center renamed to "key events"

Google renamed free-listing conversion experiences in Merchant Center from "conversions" to "key events" to align with Google Analytics and Google Ads terminology. Setup flows and Analytics tabs were relabeled; no merchant action was required.

Announced in the Merchant Center Help Center in February 2025 (Google dates the notice by month only). "Conversion tracking setup" became "Key event setup", purchases were added as a metric on the Products and Online store tabs, and insight cards were consolidated into a single view with a selectable metric. Existing tag-based setups continued to work unchanged.