In an increasingly digital world, personalization is the key to standing out , understanding your customers and carrying out actions tailored to their needs .
In this sense, Google Analytics 4 is not far behind . Personalization comes to the tool through custom events that can be configured to measure specific metrics and make better decisions.
Google Analytics 4 opens the door to hyper-personalized analytics by allowing us to measure metrics beyond those established.
And this is where it is important to be very clear about what custom events are, how to configure them and their importance for your ecommerce.
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Why set up custom events in GA4?
Custom events are specific and unique to each business. They are not part of Google's predefined list and need to be set up manually. These events provide a granular view of how users interact with a website , expanding the insights and analysis enabled by recommended events, automatically collected events, and enhanced measurement events. Custom events allow you to measure any situation or need you have in your e-commerce. These custom events can give you a deeper understanding of how users navigate and use your site , which can help you optimize the user experience and ultimately drive sales and conversions .Creating a Custom Event in GA4
It is true that there are different ways to create custom events in Google Analytics 4. However, we will focus on how to create them using Google Tag Manager . The reason is that Google Tag Manager is a tool that, without having to touch the website code, allows you to add GA4 tracking tags and measure custom events. To start tracking custom events in GA4, you need to follow these steps: Make sure you have Google Analytics 4 and Google Tag Manager set up and connected to each other before following these steps.- In Tag Manager, click “Create new tag.”
- In the configuration of this tag, you must select “Google Analytics 4: Event”
- Once you have selected Google Analytics 4: Event, the tag settings will open. At this point, you can add the name of the event. Add a descriptive name for the event you want to measure that is easily recognizable (so that as you create custom events, there is no room for confusion)
- Important: You must be sure that the name you add is not the name of any other predefined GA4 events.
- Parameters: This is where you enter event-specific parameters. Parameters provide additional information about events. Important: In order to access data for these parameters, you must first create a custom metric or dimension.