How to use events in Google Analytics 4 to optimize your digital marketing strategy

As a digital marketing professional, you probably already know the importance of Google Analytics as a data analysis tool for your business. With the release of Google Analytics 4 (GA4), new new functionality and features that allow users to have a more complete view of user behavior on their website or application.

One of the most interesting features of Google Analytics 4 it’s its ability to track and measure events, which provides a wealth of valuable information for optimizing your marketing strategies and increasing conversions for your business.

In this article, you will learn how to get the most out of events in google analytics 4 to improve your digital marketing strategy and obtain better results for your company.

Google Analytics 4 and its new features

Google Analytics 4 is the latest version of Google’s popular web analytics software. In addition to an updated user interface and an improved data structure, it introduces new features that allow users to have a more complete view of user behavior on their website or application. These new features include a greater capacity for analysis of user dataa improved integration with Google Ads and the ability to track events.

Events are specific actions that users take on a website or app, and can include actions like clicking a button, submitting a form, watching a video, or downloading a file. Event tracking in GA4 provides detailed insights into user behavior, helping digital marketers make more informed decisions on how to improve their strategy and increase conversions.

3 Events automatically recorded in Google Analytics 4

To ensure that you effectively measure the sales of your online business, it is not enough to properly configure your Google Analytics 4 account. It is also essential that you establish the key events that will allow you to monitor the behavior of your users and evaluate the performance of your site. website as soon as possible.

In GA4, there are a number of basic events that are automatically registered when the Configuration Tag is installed on your website. These events represent essential interactions of your usersas initial clicks and visitsand offer you valuable information about the behavior of your customers.

1. Improved measurement events: detailed information about user behavior

After setting up the basic events on your website, it is important to activate the enhanced measurement events for more detailed information about how users interact with your content. These events collect information about user actions, such as page views, scrolling, video playback progress, file downloads, and more.

Can enable these events from the GA4 administration menu no need to develop additional code. This will allow you to more accurately analyze the behavior of your users and improve the user experience to increase your online sales.

2. Recommended events to make the most of the potential of GA4

To better understand the behavior of users in your online store, it is important to pay attention to the recommended events. These events allow you to expand your funnel structure and unlock interesting reports in the GA4 interface.

Google has a specific section called ‘For online sales’ where the recommended events and parameters are detailed to collect valuable information about your products and the purchase process, such as the display of product pages or the different steps of the checkout process. It is essential to use the exact names of the events and parameters that Google proposes so that you can access the Ecommerce purchases reports in the monetization section of the reports menu.

It is important to note that some of the event parameters are optional, but it is recommended to include them to get more information. In this way, you will be able to better understand the behavior of your users and improve the shopping experience in your online store.

3. Custom Events – User defined for specific measurements

After setting up the basic and recommended events on your website, you may want to log some user interactions that are not covered by the predefined events.

For these cases, you can use custom events, which allow you to define specific events that Google will not identify among the predefined ones. These events are also useful for marking a specific action as a conversion that is not covered by the automatic or recommended events. In this way, you will be able to collect more detailed information about the behavior of your users on your website and improve your online marketing strategy.

How we add events on our website

By implementing the Configuration Tag On our website, many events are registered automatically, but other events need to be configured. One of the most recommended options to add events on our website is through Google Tag Manager. This allows us to add, modify or delete events without depending on the IT team constantly -by not needing to manually modify the source code of the page-. In addition, we can replicate tags and triggers to register events on other platforms, which will save us time and allow us to have organized and standardized events.

After implementing our events from Google Tag Manager, we can view and modify them or create new events from existing ones in the Events section of the GA4 admin panel.

In order to obtain valuable information about user behavior on our website, it is essential to use Google Analytics 4 and correctly configure the events we want to track. GA4 offers different types of pre-defined events, such as automatic and enhanced measurement events, and custom events can also be configured using Google Tag Manager. Using the events in GA4 will allow us to obtain valuable information to improve the user experience and optimize conversion on our website.

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