What are events in GA4?

With the introduction of Google Analytics 4 (GA4), user interaction tracking has changed dramatically. One of the key features of GA4 is the ability to track events. In this article, we discuss how to set up and use events in GA4 to gain in-depth insights into your users' behaviour. We cover what events are, how to configure them, and how to analyse the data to improve your business strategies.

The difference between standard and custom events

GA4 provides both standard and custom events. Standard events are predefined events that are collected automatically zonder that additional configuration is required. Examples include page views, first visits and scrolling. These events cover basic interactions and give an overall picture of user behaviour.

Custom events are specifically defined interactions that you can set up yourself. They are useful when you need more detailed information about specific actions users perform on your site or app. Examples of custom events could include clicking a specific button, subscribing to a newsletter or sharing content on social media.

Setting up events in GA4

Setting up events in GA4 requires a few steps. Find a step-by-step guide to configure custom events hereonder:

1. Navigate to the GA4 administrator: Log in to your Google Analytics account and select the desired GA4 property. Go to the administrator and click on 'Data stream.
2. Select a data stream: Select the data stream (e.g. web or app) in which you want to set the event.
3. Configure events: Click on 'Events' and then 'Create event'. Here you can enter the event name and add additional parameters relevant to the event.
4. Set up in Google Tag Manager: Use Google Tag Manager to implement the event on your website or app. This includes creating a new tag, selecting 'GA4 Event' as the tag type, and configuring the trigger that triggers the event.

Important parameters and values

When setting up events in GA4, you can add various parameters and values to give more context to the interaction. Common parameters are:

• event_category: Categorise the event (e.g. 'video').
• event_action: Describe the action (e.g. 'play').
• event_label: Add additional details (e.g. 'introduction video').

By using these parameters, you can collect detailed and specific data, which helps you better understand how users interact with different elements of your site or app.

Analysing events in GA4

Once events are set and data starts coming in, it's time to analyse it. GA4 offers several ways to view and interpret your data:

1. Event reports: In GA4, you can find event reports onder the 'Explorer' menu. These reports list all the events that have taken place on your site or app.
2. Custom reports: Custom reports allow you to analyse specific events and parameters relevant to your business goals. This helps identify trends and patterns in user behaviour.
3. Segments and filters: use segments and filters to further refine your data. These allow you to analyse events based on geographical location, demographics, or traffic source, for example.
4. Track conversions: Set conversions based on key events. This helps you measure the impact of specific actions on your business results, such as completing purchases or subscriptions.

Practical applications of events

The flexibility of events in GA4 makes it possible to track and analyse a wide range of user interactions. Here are some practical applications:

• E-commerce tracking: Track every step of the purchase process, from viewing products to completing a purchase.
• Content engagement: Measure how users interact with your content, such as reading articles, watching videos, and sharing content.
• Usability testing: Analyse how users navigate through your site or app and identify bottlenecks in the user experience.

Valuable insights

Setting up and using events in GA4 is important for gaining in-depth insights into your users' behaviour. By configuring standard and custom events, adding parameters and thoroughly analysing your data, you can develop targeted and effective strategies to achieve your business goals.

Whether you want to attract new users, increase engagement or increase conversions, event capabilities in GA4 provide the tools you need to achieve success. Start setting up events today and discover the valuable insights GA4 has to offer for your organisation. For in-depth knowledge and guidance, check out our SEO training sessions and find out how our SEO services can help you strengthen your online presence.