How to create and configure events in GA4?

Google Analytics 4 arrived in 2020 marking a very important before and after in Google Analytics. The new GA4 version offered functionalities and a completely different structure to how it was known at that time. Among the aspects that have been most transformed in Google Analytics 4 are the Tag Manager, events and conversions, among other very interesting features that have been integrated into websites and applications. We will discuss all these parameters below, but first, what is Google Analytics 4?

Google Analytics 4 is the new Google property that allows you to analyze user behavior on a website. Unlike the previous version, Universal Analytics, this new version additionally allows you to analyze a website and an application in the same tool. Until then, the Firebase tool was used to analyze the traffic of an App.

In this new version of Google Analytics 4, you can create and configure:

• Automatic events
• Enhanced measurement events, which may be enabled
• Custom or recommended events, created using code or Google Tag Manager

Before continuing, it is very important to remember the definition of event according to Google: “An event is any distinct action that occurs at a specific time associated with a user in your application or on your website, e.g. page_view, add_to_cart, form_submit”. On the other hand, Google Analytics 4 data can be analyzed in real time or from the events section. However, the data is not updated instantaneously, as it requires a short time lapse to be reflected.

One of the new features is the automatic events of Google Analytics 4, without the need to create them through Google Tag Manager or code as required by the old version of Universal Analytics.

The automatic events must be activated in the Google Analytics 4 panel as the web page or the mobile App is activated and configured.

As in the Firebase tool, Google Analytics 4 generates events automatically. Something that is very important to keep in mind is that, just because the event exists, it does not mean that it is of interest to us. Therefore, it is important to always analyze the most significant metrics for our project according to the price objectives, to be able to observe and analyze properly that the established strategy is working. Next, we will see some examples of automatic events created in Google Analytics 4 as video_start or scroll. See more information about automatic events.

Enhanced measurement events in GA4 allow for more customization than automatic events. In this case, the user defines which events he wants to include in his Google Analytics dashboard and which not. Enhanced measurement events provide more detailed information about user interaction with website content. First of all, there are measurement events:

• Page views(page_view): are activated each time a page is loaded.
• Exit clicks(click-throughs): these are triggered each time a user clicks away from the website.
• File downloads(file_download): are triggered when a user clicks on different types of files such as documents, presentations, audios…

See all the enhanced edition events for more details. Of these data, it is necessary to note that they only affect web data flows and do not take into account the limit of custom events that can be created, which we will see below:

Enhanced measurement events in GA4 can be configured when you activate the Google Analytics 4 property, but also later. Please note that you need to go to Manage > Data Flows > Enhanced Measurement > and click on the tool, where you can see which Enhanced Measurement events you have active in your Google Analytics dashboard.

Custom events define the user. Google does not include them in the suggested events, as they are not offered automatically. Google has compiled a list of recommended events, so if you are still not clear about what your goals are, you can consult the list of recommended events. These events are collected in the same panel as the automatic or enhanced measurement events. However, you need to configure them using Google Tag Manager by code or as we will see below:

The new version of Google Analytics 4 eliminates the difference between web and mobile analytics, favoring the joint use of tags. There are two types of GA4 configuration tags in Google Tag Manager:

• Google Analytics tag: GA4 configuration
• Google Analytics tag: GA4 event

The configuration tag activates Google Analytics for the Google Analytics 4 property on a specific page. This type of tag allows you to define GA cookies by sending automatic or enhanced measurement events, among others.

It is important to note that before creating any custom event using Google Tag Manager you must activate the Google Analytics 4 configuration tag in “All pages”. This will activate all the pages that we want to collect data automatically. It is even important to do this before creating any other custom tag in Google Tag Manager.

If you want to create a new tag you must have Google Tag Manager installed on the website and then click on Tags > New > Tag settings > Select Google Analytics: GA4 settings and enter the measurement ID, which can be found in Google Analytics 4 > Data streams > Measurement ID. Next, you will need to activate the required trigger. In this case, “All pages”, as we have seen in the previous image. Once the first tag is configured, you can configure as many custom tags as you want, as the data will be collected correctly.

When creating configuration tags, additional fields can be optionally configured. First, in the user properties (up to 25 additional user properties per Google Analytics 4 property). Secondly, in the advanced settings panel and tag sequencing, let’s see more details below.

If you want to create event labels in GA4, you must follow the same steps as in the creation of configuration labels. If you want them to be more customized, the user can fill in the event parameters and user properties fields, if desired. Before creating these tags, you must have Google Tag Manager installed. Then click on Tags > New > Tag configuration > Select Google Analytics: GA4 event and select a measurement tag, which is the one you will have created previously thanks to the GA4 configuration tag, in our example, called “GA All pages“.

If you would like more information on how to create and configure events in GA4 on your website, please contact us.