What is Events (GA4)?
TL;DR
The fundamental unit of measurement in Google Analytics 4, every user interaction is tracked as an event. Unlike Universal Analytics' fragmented tracking (pageviews, events, transactions separately), GA4 unifies everything under events. Some events are collected automatically (page_view, scroll, outbound_click), some are enhanced measurements you enable (file downloads, video engagement), and some are custom events you configure (form submissions, button clicks). Each event can have parameters providing additional context. Understanding events is essential for meaningful GA4 analysis. Set up custom events for important business actions, form submissions, phone clicks, chat opens, and mark them as conversions. Without proper event tracking, you're flying blind on what's actually working.
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Frequently Asked Questions About Events (GA4)
What events should I track?
At minimum: form submissions, phone number clicks, email clicks, chat button clicks, and key CTA button clicks. For e-commerce: add to cart, checkout started, purchase. Track actions that represent business value, don't track everything just because you can.
What's the difference between automatic and custom events?
Automatic events (page_view, first_visit, session_start) are collected without configuration. Enhanced measurement events (scroll, outbound_click) you can toggle on/off. Custom events you create for specific business needs like form submissions.
How do I create custom events in GA4?
Three ways: 1) Modify existing events in GA4 interface, 2) Create new events from existing events in GA4, 3) Use Google Tag Manager for more complex setups. GTM is most flexible for form tracking, button clicks, and custom interactions.
What are event parameters?
Parameters add context to events. A 'form_submit' event might have parameters like 'form_name' (contact, newsletter) and 'form_location' (header, footer). Parameters make events more useful for analysis and reporting.
How many events can I have?
GA4 allows up to 500 distinct event names per property. You're unlikely to hit this limit with thoughtful planning. Focus on meaningful events that inform decisions, not tracking every possible interaction.
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