GA4 Custom Events

Overview

Create business-specific custom events in Google Analytics 4 for tracking user interactions beyond Google's recommended events. Custom events enable measurement of unique business goals, industry-specific actions, and contextual behaviors that directly impact business outcomes. Master event naming conventions, parameter design strategies, and implementation across gtag.js, Google Tag Manager, and Measurement Protocol.

When to Use This Skill

Invoke this skill when:

• Creating custom event tracking for unique business actions
• Designing event structure for SaaS, education, media, or specialized industries
• Defining custom parameters and establishing naming conventions
• Implementing custom events in gtag.js, GTM, or server-side
• Registering custom parameters as custom dimensions
• Building comprehensive event tracking strategy for business goals
• Troubleshooting why custom events aren't appearing in GA4

Core Capabilities

Event Naming Conventions

Follow these principles for custom event names:

Format & Constraints:

• Use snake_case (lowercase with underscores): video_tutorial_watched, demo_requested
• Maximum 40 characters total length
• Action-oriented: start with verb when possible
• Descriptive and business-specific: avoid generic names like "event1", "click", "data"
• Consistent across implementation: same event name everywhere

Naming Framework:

[Action]_[Object]_[Context]

Examples:

• product_comparison_viewed (user compared products)
• pricing_calculator_used (engaged with pricing tool)
• whitepaper_downloaded (downloaded resource)
• trial_signup_completed (completed trial signup)
• support_ticket_created (created support issue)

Anti-patterns (avoid):

• Generic: click, event, action, interaction
• Numbered: event1, event2, custom_event_123
• Vague: data_sent, tracking, user_action
• Inconsistent: mixing video_watched, videoWatched, VideoWatched

Event Parameter Design

Parameter Strategy:

Identify what context makes the event meaningful:

1. Identify the action: What user behavior are you measuring?
2. Determine context: What information would help analyze this action?
3. Define parameters: Which data points provide that context?
4. Establish constraints: Each parameter <100 characters

Good Parameter Examples:

For course_enrollment:

course_id: "COURSE_101"
course_name: "Advanced GA4"
instructor: "John Doe"
price: 99.99
currency: "USD"
level: "advanced"

For support_ticket_created:

ticket_type: "bug_report"
product: "mobile_app"
severity: "high"
resolution_time_expected: 24
department: "engineering"

Parameter Limits:

• Maximum 25 parameters per event
• Parameter names: 40 characters maximum
• Parameter values: 100 characters maximum (exceptions: page_location 1000)
• Use string, integer, or float types

Industry-Specific Patterns

SaaS Events:

• trial_started, trial_ended, upgrade_initiated, plan_downgraded
• Include: plan_type, feature_count, estimated_value

Education Events:

• lesson_completed, quiz_submitted, certificate_earned
• Include: subject, difficulty_level, score_percentage

E-commerce Events:

• Beyond purchase: product_compared, review_submitted, wishlist_added
• Include: product_category, competitor_product, star_rating

Media Events:

• article_shared, video_watched, podcast_episode_completed
• Include: content_type, duration, engagement_percentage

Implementation Across Platforms

gtag.js Implementation:

gtag('event', 'demo_requested', {
  'demo_type': 'product_walkthrough',
  'industry': 'technology',
  'company_size': 'enterprise',
  'email_domain': 'company.com'
});

GTM Data Layer Implementation:

dataLayer.push({
  'event': 'demo_requested',
  'demo_type': 'product_walkthrough',
  'industry': 'technology'
});

Measurement Protocol (Server-Side):

event_data = {
  "client_id": "123.456",
  "events": [{
    "name": "demo_requested",
    "params": {
      "demo_type": "product_walkthrough",
      "industry": "technology"
    }
  }]
}

Registration as Custom Dimensions

Custom parameters won't appear in GA4 reports until registered:

1. Send parameter in event (any platform)
2. Admin → Data Display → Custom Definitions → Create Custom Dimension
3. Configure: Dimension Name, Scope (Event/User/Item), Event Parameter (exact name)
4. Save and wait 24-48 hours for data to populate

References

• references/naming-conventions-guide.md - Complete naming conventions, patterns, and examples
• references/event-design-framework.md - Event architecture, parameter scoping, and design workflows
• references/industry-patterns.md - Industry-specific events for SaaS, education, media, ecommerce
• references/parameter-strategy.md - Parameter design, validation, and best practices

Integration with Other Skills

• ga4-events-fundamentals - Understanding GA4 event architecture and scopes (prerequisite)
• ga4-recommended-events - Recommended events that complement custom events
• ga4-gtag-implementation - Implementing custom events via gtag.js
• ga4-gtm-integration - Implementing custom events via Google Tag Manager
• ga4-measurement-protocol - Server-side custom event implementation
• ga4-custom-dimensions - Registering custom parameters as reportable dimensions
• ga4-debugview - Testing and validating custom events before production