GA4 Event Tracking and Custom Naming Conventions

GA4 Event Tracking Overview

Google Analytics 4 (GA4) tracks user interactions as events, categorized into automatically collected, enhanced measurement, recommended, and custom events. Custom naming conventions ensure consistent, analyzable data by using descriptive, standardized names and parameters.

Types of GA4 Events

GA4 events fall into four main categories:

• Automatically collected events: Tracked by default (e.g., page views, first visit).
• Enhanced measurement events: Enabled via toggle for actions like scrolls, outbound clicks, or video plays.
• Recommended events: Predefined names and parameters for common actions (e.g., add_to_cart, generate_lead); use these for compatibility and reporting.
• Custom events: User-defined for unique interactions; create only if recommended events don't fit.

Setting Up Event Tracking

Track events via GA4 interface, Google Tag Manager (GTM), or gtag.js. Start with enhanced measurement, then add custom ones.

1. In GA4 Interface (No Code Needed)

• Go to Admin > Events > Create Event (or Custom configurations > Modifications for edits).
• Enter event name (e.g., generate_lead).
• Set matching conditions (e.g., parameter page_location equals thank-you URL).
• Optionally copy parameters from base event; save to activate.
• Test in Real-time report or DebugView (Admin > DebugView).

2. Using Google Tag Manager (Recommended for Custom Events)

• Create new tag: GA4 Event, add Measurement ID.
• Set event name (e.g., cta_click); use recommended names where possible.
• Add event parameters (e.g., button_text: {{DLV - button_text}} from data layer).
• Configure triggers (e.g., click on specific element).
• Preview/debug in GTM, then publish.

3. Event Limits

• 500 event names per property (case-sensitive).
• Custom parameters: Register up to 25-40 via GA4 UI for reporting.

Custom Naming Conventions Best Practices

Plan a naming structure before implementation to avoid data silos:

• Use lowercase, underscores (e.g., video_play, form_submit_success).
• Prefix by category if needed (e.g., purchase_complete, login_failure).
• Align with recommended events for built-in reports (see Google’s list).
• Document in a tracking plan: Map event name, parameters (e.g., currency, value), triggers.
• For Universal Analytics migrants: Map old events (e.g., UA event to GA4 button_click).
• Keep consistent: Avoid categories; focus on name + parameters for segmentation.

Viewing and Testing Events

• Reports: Reports > Engagement > Events (shows count, users, revenue).
• Real-time: Confirm firing instantly.
• DebugView: Live parameter inspection.
• Delays: New events may take hours to process.

Follow recommended events first, then customize with a documented plan for scalable tracking.