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How To Setup (and Track) Events & Conversions in GA4

How To Setup (and Track) Events & Conversions in GA4

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Setting up and tracking events in Google Analytics 4 (GA4) is crucial for understanding user interactions and behavior on your website or app. Events can include anything from button clicks and video views to downloads and form submissions. In this guide, we’ll walk you through the process of setting up and tracking events in GA4.

Step 1: Access Your GA4 Property

If you didn’t guess, you’ll have to log in to your Google Analytics account and select the GA4 property for the website or app where you want to track events.

Step 2: Understand Event Parameters

Before setting up events, it’s important to understand the different event parameters that are within Google Analytics 4:

  • Event Name: A unique name for the event.
  • Event Category: The type or category of the event (e.g., “Button Click”).
  • Event Action: The specific action taken by the user (e.g., “Submit Form”).
  • Event Label (optional): Additional information about the event (e.g., “Contact Us Button”).
  • Event Value (optional): A numerical value associated with the event, such as the price of a product.

Step 3: Create Custom Events

Now, let’s create custom events in your Google Analytics 4 account.

First, you’ll want to click on the settings wheel in the bottom left of the screen and navigate to the events section.

To add a new custom event:

Click the “Create Event” button and then click the “Create” button.

Then start to fill in the event details. The first is the custom event name (example: Contact Us Form Submission). After that, you’ll want to set up the matching conditions which will be unique based on the event’s meaning.

In the example of the form submission, you’ll want to set up the first parameter “event_name”, the operator as “equals”, and the value as “page_view”.

This means that the event has to contain a page view to be fired.

The next parameter will be “page_location”, operator as “contains”, and the value as your thank you page URL.

This means that for this event to occur within your analytics there has to be a page view at the specific location that contains the value of your Thank You page.

To finish it up, click the “Save” button.

Step 4: Test Event Tracking

There are a few ways to test you’re tracking. We suggest that (if you set up triggers/events within Google Tag Manager), you preview these through Google Tag Manager. This allows you to make sure that everything is set up correctly with an easy preview, rather than waiting for someone to do it on their own.

If you want to do this through Google Analytics, you can use the Debugging extension. First, check the Realtime reports to see if someone has recently fired the event, or wait a day to see if it fires correctly when someone acts on the event you set up.

Step 5: Set Up Conversions

You can create event-based conversions to track them and your user interactions more effectively.

After an event is confirmed to be working, you will see this in the “existing events” section under the events area in the settings.

You will notice in the top right of the table it says “Mark as conversion”. If you would like a specific event (or events) marked as a conversion, all you have to do is toggle that specific event. This will show up as a blue when done correctly (see image below).

Once this is done, you will start to see these conversions when you look at conversion analytics within your Google Analytics 4 account.

Step 6: Analyze Event Data

Once your events are set up and are tracking, you can analyze the data in GA4.

Go to the “Events” section in GA4 to see event reports.
Use event data to gain insights into user behavior, conversion funnels, and more.

Step 7: Set Up Event Tracking in Google Tag Manager (Optional)

If you use Google Tag Manager, you can set up event tracking within there. As we mentioned before, this will allow you to then preview the events. Beware though, this can at times be a bit more complicated when setting up events. In short, you need to create a new tag in Google Tag Manager, select the GA4 event as the trigger, input what will fire this event, and publish the container.

That’s it! You’ve successfully set up and tracked events in Google Analytics 4. You should regularly monitor your event data to make data-driven decisions and optimize your website or app for better user engagement and conversions.

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