Understand what events are in GA4, how to set them up, and analyze them to ensure the success of your website or app
When it comes to understanding user behavior on websites and apps, events in GA4 are essential for those seeking more precise and detailed analysis.
After all, Google Analytics 4 introduces a measurement model that allows every interaction—whether it’s a button click or a purchase completion—to be captured and analyzed with rich insights.
This provides a deeper view of the user journey, helping identify engagement points, potential bottlenecks, and optimization opportunities.
In this article, you’ll learn what events are in Google Analytics 4, how to set them up, and how to analyze them effectively in your projects. Keep reading!
What are events in GA4?
In Google Analytics 4, nearly every user action can be tracked as an event.
This means that when someone views a page, clicks a button, watches a video, or completes a purchase, these actions are sent as events to your GA4 property.
Unlike Universal Analytics, which focused on sessions and pageviews, GA4 prioritizes tracking individual user interactions.
Why is this important?
By tracking these actions, analysts gain access to:
- More detailed data: Each event contains parameters that help identify specifics about the interaction, such as which button was clicked, which video was played, and how long the user stayed on the page.
- Greater flexibility in analysis: Since each action is recorded individually, it’s possible to create detailed reports and conversion funnels.
- Cross-platform tracking: Google Analytics 4 is designed to track interactions across both websites and apps simultaneously, providing a more unified measurement strategy.
By setting up events in GA4, you can better understand how users engage with your site, allowing for targeted optimizations to improve conversion rates.
Event Structure and Naming Conventions in GA4
In GA4, events consist of a name and parameters. The event name should reflect the action being measured, while the parameters provide additional details about that action.
For example, if you’re tracking a sign-up button click, the event name could be “sign_up_button_click”, with parameters like “button_text” and “page_location” to specify what was clicked and where.
This flexibility in naming and parameterization allows for a clearer understanding of what action took place and in what context.
However, maintaining a consistent naming convention is crucial to avoid confusion in reports. Use clear and standardized names, either in English or Portuguese, but avoid mixing languages or inconsistent naming patterns.
Types of Events in GA4
GA4 categorizes events into four main types:
- 1. Automatically Collected Events
- These events are tracked by default without requiring manual configuration. Examples include:
- “page_view” (when a page is viewed)
- “session_start” (when a session begins)
- “first_visit” (when a user visits the site for the first time)
- 2. Enhanced Measurement Events
- These can be enabled or disabled from the admin panel and track common interactions automatically. Examples include:
- “scroll” (when a user scrolls through a page)
- “file_download” (when a file is downloaded)
- Video engagement tracking
- 3. Recommended Events
- Google provides a predefined list of recommended events tailored to different business segments ( e-commerce, gaming, and travel). Here are some of the key recommended events:
Custom Events in GA4
Custom events are used when you need to track a specific action that doesn’t fit into the predefined categories. In this case, you must define the event name and parameters yourself to capture the necessary data.
Ultimately, choosing between recommended events in GA4 and custom events depends on your tracking strategy.
- If the action already exists in Google’s recommended event list, it’s best to use the standardized names, as this helps streamline data reporting and improve compatibility with Google’s automated insights.
- If the action is not covered by recommended events, you should create custom event names while ensuring consistent naming conventions and relevant parameters.
Step-by-Step Guide to Setting Up Events in GA4
To configure events in Google Analytics 4, you can follow two main methods:
1. Via the GA4 Interface
- Access your GA4 property where you want to configure the event.
- Click on “Data Display” and then navigate to “Events.”
- Select “Create Event.”
- Define the event name and, if needed, include custom conditions and parameters.
2. Via Google Tag Manager (GTM):
- In Google Tag Manager, create a new tag of type “GA4 Event.”
- Configure the Measurement ID of your GA4 property.
- Name the event and add any necessary parameters.
- Set the trigger that will fire the tag (e.g., “contact button click”).
- Save and test in Preview Mode before publishing the tag.
A best practice is to always test your events in GA4’s DebugView. Accessing the debug mode allows you to see events in real time, ensuring that your configuration is correct and that all parameters are properly recorded.
Conversions from Events
In Google Analytics 4, any event can be marked as a conversion, unlike Universal Analytics, which restricted goals to specific categories.
To mark an event as a conversion, follow these steps:
- In GA4, go to Data Display and click Events.
- Locate the event you want to track as a conversion (whether recommended or custom).
- Enable the conversion toggle, now labeled “Mark as key event.”
Be careful not to mark irrelevant events as conversions, as this can clutter your reports.
Instead, focus on key business goals, such as:
- Purchase completion
- Contact form submissions
- Newsletter sign-ups
Best Practices and Recommendations
Setting up events in GA4 can range from simple to complex, depending on the level of detail you want to capture.
To keep your property organized and ensure reliable data, follow these best practices:
- Plan your events before setup: Map out the most relevant actions on your website or app. Identify which actions indicate user engagement and which lead to conversions.
- Use consistent naming conventions: Stick to underscores (_) to separate words or use English-based naming patterns like “sign_up_button_click.” This improves readability and prevents duplication issues.
- Leverage parameters strategically: Enrich your analysis by adding meaningful parameters. For example, if tracking a button click, include details like:
- button_text (text displayed on the button)
- page_referrer (where the user came from)
- Check event and parameter limits: GA4 is more flexible, but there are limits on the number of custom parameters collected without additional configurations.
- Regularly audit your events: Like any analytics tool, GA4 requires continuous monitoring. Periodically review your event setup to ensure relevance and accuracy as your website or app evolves.
How to Analyze the Results
Once your GA4 events are properly configured, the next step is to monitor the data, interpret insights, and optimize performance.
You can analyze event performance through various methods:
- GA4 Standard Reports: The Reports tab provides a general overview of event activity, including total event count, most frequent events, and user engagement trends over time.
- Explorations: This feature allows for custom reports, funnels, and advanced analysis. By creating custom segments and dimensions, you can deep dive into user behavior.
- DebugView: Essential for verifying whether event implementations are working correctly in real time.
- Integration with reporting tools: If you need a more consolidated and intuitive view, consider integrating GA4 with a reporting platform.
For example, GA4’s integration with Reportei enables automated dashboards and reports, making it easier to visualize event and conversion performance.
Additionally, Reportei allows fully customized GA4 analysis, helping track important goals and generate AI-driven insights.
Take advantage of Reportei’s free 3-day trial and discover how it can revolutionize the way you create reports for your website or app!
