What is an event in analytics?
An event is a single recorded user action in analytics, such as a page view, button click, video play, form submission, or purchase. Events are the building blocks of tracking, and the ones you care most about can be marked as conversions.
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How events work
Each event has a name and can carry extra details called parameters. A purchase event, for example, might include the order value, currency, and items bought.
In Google Analytics 4, nearly everything is an event, including page views and sessions-related actions.
Events and conversions
Not every event is important. You choose the few that signal real business value and mark them as conversions or key events.
Clear, consistent event names make reports easier to read and easier to trust.
Planning your events
List the actions that matter, name them consistently, and decide which details to attach. Then test that each one fires once, at the right moment.
Common questions
What's the difference between an event and a conversion?
An event is any action that gets recorded. A conversion is an event you've decided is valuable enough to count as a goal.
What is an event parameter?
A parameter is an extra detail attached to an event, like the product name or the button text. It adds context to the action.
Which events does GA4 collect automatically?
GA4 collects some events by default and offers enhanced measurement for others, such as scrolls and outbound clicks. The list can change, so check the current documentation.
How do I track a custom event?
Send it from your site code or from a tag manager when the action happens, give it a clear name, and confirm it appears in your analytics reports.
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