When marking valuable events like purchases or newsletter sign-ups in Google Analytics 4, what should these events be categorized as?

Valuable events, such as purchases or newsletter sign-ups, should be categorized as conversion events in Google Analytics 4. This classification is essential because conversion events represent key performance indicators (KPIs) that signal significant interactions or transactions by users that contribute directly to the business goals.

Conversion events help analysts and marketers understand the effectiveness of their marketing strategies and user engagement. By tracking these events, businesses can evaluate the success of various campaigns, optimize their user experience, and make informed decisions based on actionable insights.

In contrast, standard events typically refer to a predefined set of actions recognized by Google Analytics, while custom events are user-defined actions that do not fit into the standard categories. Unique events, while relevant for understanding specific interactions, don't encapsulate the broader significance that conversion events hold for measuring overall business success. Thus, categorizing valuable events as conversion events aligns with understanding their role in achieving business objectives.