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Analytics

How to Create Events in GA4 and Optimize Them for Actionable Insights

Ryan

• 2 min read
GA4 custom event implementation

Google Analytics 4 (GA4) shifts the focus from predefined reports to event-based tracking, allowing businesses to capture custom user interactions that matter most. But setting up GA4 events effectively requires strategy. In this guide, we’ll cover how to create events in GA4, optimize them for meaningful insights, and ensure they drive real business results.

Understanding GA4 Events

Unlike Universal Analytics (UA), which relied on categories, actions, and labels for event tracking, GA4 records everything as an event. This includes page views, clicks, purchases, and custom interactions that you define.

Types of GA4 Events:

  1. Automatically Collected Events – GA4 tracks basic events like page views and session starts without extra setup.
  2. Enhanced Measurement Events – Includes scroll tracking, outbound clicks, site search, video engagement, and file downloads.
  3. Recommended Events – Google suggests these for specific industries (e.g., ‘purchase’ for eCommerce).
  4. Custom Events – User-defined events tailored to unique business needs.

To unlock GA4’s full potential, setting up custom events is essential.

How to Create Custom Events in GA4

Step 1: Identify Key User Actions

Before diving into GA4, define what user interactions matter most. Examples include:

  • Clicks on CTA buttons
  • Video playbacks
  • Scroll depth tracking
  • Form submissions
  • Add-to-cart actions

Step 2: Create Custom Events in GA4

Method 1: Using GA4’s Custom Events in the Interface

  1. Navigate to Admin > Events in GA4.
  2. Click Create Event and name it (e.g., cta_click).
  3. Set conditions:
    • Parameter: event_name
    • Operator: equals
    • Value: click
  4. Add filters like page_location to track specific pages.
  5. Click Create to activate the event.

Method 2: Setting Up Events via Google Tag Manager (GTM)

For more flexibility, GTM is the best tool to send the data to GA4:

  1. Go to Google Tag Manager > Tags > New.
  2. Choose GA4 Event as the tag type.
  3. Enter your GA4 Measurement ID.
  4. Define the Event Name (e.g., cta_click).
  5. Set triggers (e.g., clicks on a specific button with CSS ID cta-button).
  6. Save and publish.

Step 3: Verify Event Tracking in GA4

Check your new events in Realtime Reports to ensure data is flowing correctly.

Optimizing GA4 Events for Better Insights

1. Use Consistent Naming Conventions

  • Keep event names lowercase and descriptive (add_to_cart instead of AddToCart).
  • Use underscores (_) instead of spaces.
  • Group related events (e.g., video_start, video_complete).

2. Leverage Custom Event Parameters

Custom parameters add context to events, improving reporting quality. For example:

  • Tracking button clicks? Add button_text as a parameter.
  • Tracking form submissions? Add form_id or form_type.
  • Tracking checkout steps? Add checkout_step.

3. Create Custom Conversions

  1. Navigate to Admin > Conversions in GA4.
  2. Click New Conversion Event and enter the event name (e.g., purchase).
  3. Save – GA4 will now track this as a conversion.

4. Use GA4’s Event Debugging Tools

  • Realtime Reports: Check if events are firing immediately.
  • DebugView: Provides an event-by-event breakdown.

5. Build Custom Reports for Deep Analysis

Use Explorations in GA4 to analyze event performance:

  • Funnel reports to see drop-offs.
  • Segment users based on event actions.
  • Compare engagement across devices.

Final Thoughts

GA4’s event-driven approach provides richer, more actionable data than ever before. By setting up custom events, defining parameters, and optimizing tracking, you can turn raw data into insights that improve conversion rates, user engagement, and business growth.

What GA4 events have made the biggest impact on your analytics strategy? Let us know in the comments!