GA4 proves to be an incredibly valuable tool offering vital insights into the performance of your website. Though certain metrics and dimensions come pre-configured by the tool, others require partial or custom set-up by users. This is expected to be the case with GA4 event parameters, that enable you to obtain relevant information about actions taking place on your website. Though a few of the parameters are defined by GA4 most of them require prior configuration to ensure accurate data collection.

GA4 event parameters

The event parameters in GA4

In GA4 event parameters

  • The events allow you to measure specific interactions on the website. It will be in the form of loading a page, clicking a link or submission of a form
  • Parameters provide additional information about the event.

An example is a user views a product or adds it on to the cart. With event parameters, you can formulate settings that describe the product they are viewing or they are adding to the cart. It can be in the form of the name, page link method along price. You may use Google Analytics event parameters, to create product dimensions and metrics that will provide insights to improve performance.

For each event, you can add up to 25 parameters. Event parameters may have up to 40 characters and the value assigned to each must be 100 characters or fewer.

Event parameters in GA4

There are a couple of GA4 event parameters that depend on how they are captured by the tool.

  • Automation collected parameters- GA4 captures a set of parameters automatically. Both enhanced measurement events and automatically collected events emerge with default modules However, it  may require custom configuration in many cases.
  • Custom parameters- These parameters allow you to collect information that is not captured by default. It is applied to custom events and recommended events where you require a custom configuration

Automatically collected parameters

When you formulate a GA4 properly, the below parameters that provide additional information about the events are automatically detected by GA4.

  • Page location
  • Page referrer
  • Language
  • Screen resolution

There is a list of automatic parameters provided by GA4 for automatically collected events.

Viewing the parameters automatically in GA4 reports

You must navigate to Reports- Engagement- Events and then choose any of the events to examine the automatically gathered parameters.. The ones that are set up are correctly set up and configured. Otherwise, you would have to do a custom set – up

Custom parameters

Customer settings enable the collection of data that is not automatically collected. It depends upon the type of event, Google specifies a set of parameters

  • List of parameters for recommended events
  • List of parameters for enhanced measurement events

Customized event parameters can be configured via a

  • Google tag manager
  • GA4 event parameters

An ideal option for creating event parameters, whether recommended, enhanced or customized is through Google Tag Manager. To do this you need to follow the necessary steps via Google Tag Manager. First, you need to ensure Google Tag Manager and GA4 accounts are properly configured and linked.

When you are developing or configuring event parameters you need to check out the recommended parameters provided by Google for this event. You need to take into consideration the parameters you need when you configure the event in Google Tag Manager. There is a need to check out more information about the different metrics or dimensions of Google Analytics event parameters recommended for the event. After the creation of the tag,

If everything is in order, you have to send out these constraints as custom magnitudes in linking them up with each event in GA4. It enables you to analyze the events with the new parameter’s information. To achieve this, you need to navigate to admin- custom dimensions- create custom dimensions and set up one for each parameter. If you skip this step after creating it for the first time, they are not going to appear in the tool with each event.

Where to extract the parameter information for each event

Apart from the recommended parameters, you each event, you will be able to discover all parameters in each website through Google Tag Manager.

To know all the parameters that an event can have, go to Google Tag Manager and click on the preview option. Then click on everything that you want to measure. It can be a link on your given website. The variables of the data layer will provide you with all those that have been triggered. It is going to help you identify the different parameters. Which may include action within the website.

Configuring event parameters via GA4

Creation of new parameters via Google Tag Manager is recommended. Google Analytics event parameters also allow for the creation and modification of existing event parameters directly from the tool itself. When an event is a measurement that is automatic or improved, you can use GA4 to do the measurement straight from custom dimensions.

The search term parameter for example will let you find what users search for in the search box of your own website. In this case, you can also include the dimension region to see each region’s most populated search items.

To conclude setting up event parameters is vital for the holistic analysis of your website. The parameters allow you to view websites completely.

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