In GA4, events are the building blocks of data collection. Unlike Universal Analytics, where categories like "page views" and "sessions" were used, GA4 focuses almost entirely on events to track what users do on your site.
Events can represent different types of interactions such as button clicks, page views, videos watched, and much more. GA4 data analysis allows you to leverage this information to better understand user behavior and optimize your strategy.
GA4 can automatically collect certain events without you having to configure anything. For example, actions like page views ("page_view") or engagement sessions are automatically collected events. These events provide you with essential data on user behavior on your site.
In addition to automatically collected events, GA4 offers recommended events, predefined by Google, which cover most standard actions, such as form submissions or product purchases. To go further, you can also create custom events. These are perfect for capturing specific actions unique to your business, such as a click on a download button.
To create custom events, you can use Google Tag Manager (GTM). GTM is a very practical tool that allows you to set up tags without having to directly modify your site's code. To create an event, simply define a "tag" that sends information to Google Analytics when an action is performed on your site.
Note: Make sure to properly configure your tags to comply with Law 25, ensuring user consent and data transparency! GA4 also allows you to create events directly in the interface using existing events as a base. For example, if a click on a landing page is a key performance indicator for you, you can transform a click event into a custom event.
Events in GA4 have "event parameters." These are additional pieces of information that better describe each event. For example, a "video view" event could have a parameter indicating the duration of the video watched. This allows you to go beyond just the number of events and gain a deeper understanding of user behavior.
Conversions in GA4 (now called Key Events) represent the most important actions performed by users on your site. These are the "goals" in Universal Analytics. Conversions can be purchases, newsletter sign-ups, or contact requests. In summary, a conversion is any action valuable to you that contributes to achieving your business goals.
To set up a conversion, you must first create an event that represents this action, then declare that event as a conversion in GA4. For example, if you want to track newsletter sign-ups, you can create an event each time a user clicks the "Sign Up" button, then mark this event as a conversion in the designated tab.
Conversions can be divided into two categories: micro-conversions and macro-conversions. Micro-conversions are intermediate indicators that show user interest, such as a click on a landing page. Macro-conversions are high-value actions like a purchase or registration.
Micro-conversions provide insight into user interest. For example, watching a video on a product page or clicking the "Learn More" button can be a micro-conversion. It is often the first step before a macro-conversion, such as a purchase or contact request. To fully understand user behavior on your site, it is important to track both types of conversions. This allows you to view the complete customer journey and better understand how to enhance the user experience.
Tracking events and conversions in GA4 differs from Universal Analytics. Here’s how to set it up effectively.
Google Tag Manager is an ideal tool for implementing event tracking in GA4. You can create tags that record events like button clicks, video views, or form submissions. The advantage of GTM is that it allows you to implement these tags without modifying your site's source code, making it safer and accessible even for non-developers!
GA4 allows you to create custom reports that can be specifically tailored to the conversions you want to track. You can start with templates provided by Google or create reports from scratch by selecting the metrics and dimensions that interest you. These reports help you clearly visualize the performance of events and conversions, providing more accurate insights into user behavior.
For ad campaigns, conversion tracking is essential. For example, Google Ads conversions can be directly linked to GA4 to understand how ads impact your site. By linking your campaigns to GA4, you can assess the performance of various ads and adjust your advertising budget accordingly.
There is no strict rule regarding the number of events to track, but the key is to focus on events relevant to your business. Tracking too many events may create noise in your data. Choose events that truly reflect user engagement and allow you to monitor progress toward your goals.
Events and conversions are not just numbers in Google Analytics. They are key tools to understand user behavior on your site, identify what works, and improve areas that don't.
Events in Google Analytics can help you understand what happens on your landing pages. For example, if many users leave the page before filling out a form, it may indicate a problem. Perhaps the form is too long, or the call to action isn't clear enough. By using event data, you can test different versions and see which one performs best!
Events and conversions in GA4 help you track important user actions and see how they translate into sales or sign-ups. By monitoring micro-conversions, you can optimize the small steps leading to the final conversion, improving your site's efficiency and increasing your return on investment (ROI).
Whether you're new to GA4 or looking to deepen your understanding of events and conversions, this guide is here to help you grasp the essentials. Use Google Tag Manager to easily configure your events, closely monitor your ad campaigns, and don't underestimate the importance of micro and macro conversions. Need help implementing all this? Rablab is here to assist you in setting up Google Analytics 4 to maximize your conversion strategy. Contact us to learn more and make the most of Google Analytics 4 for your business!
