Introduction

An event parameter is a piece of metadata that provides additional context to event data. This parameter can be thought of as an enhanced version of the Event Category/Action/Label. Up to 25 event parameters can be added to any event, and they come in two different types: event scoped and user scoped.

Here are some key points to keep in mind regarding event parameters:

• Event parameters are pieces of metadata that provide additional context to event data.
• These parameters are similar to the Event Category/Action/Label but offer more detailed information.
• Up to 25 event parameters can be added to any event.
• There are two types of event parameters: event scoped and user scoped.
• Event parameters are different from user properties, which are scoped to individual users.
• Some parameters are sent automatically, such as page_title.
• Special event parameters, such as client_id and page_referrer, require special treatment.

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Here's an example of how event parameters can be used:

Let's say you've set up a GA4 custom event to track internal link clicks using Google Tag Manager. You've named your event internal_link_click. Every time the event tag fires, GA4 records an event. However, if you want to learn more about these link clicks, you'll need to use event parameters. For example, you might want to know the specific URL that was clicked, the text of the link that was clicked, or the page the visitor was on when they clicked the link. All of these additional pieces of data can be captured as event parameters and viewed alongside your event data. Without them, your event data won't provide much insight.

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Identifying Special Event Parameters in API Reference: An Overview

When developing software applications, it is common to use parameters that define certain properties or characteristics of the system. However, there are cases when using certain parameter names can lead to unexpected behaviors or errors. This is particularly true for special event parameters, which refer to parameter names that are reserved or have specific meanings in the system.

In general, special event parameters can be grouped into three categories:

Configuration Parameters: These refer to parameter names that define configuration settings for the system. Examples include cookie_flags, event_callback, and others.

Reserved Names: These are parameter names that are reserved by the system and cannot be used by developers. Examples include items and others.

Special Parameters: These are parameter names that have a specific meaning or purpose in the system. Examples include client_id, page_title, page_referrer, and others.

To avoid unexpected behaviors or errors, it is important to identify special event parameters in the API reference. Although there is no exhaustive list of special event parameters, developers can start by checking the API reference to find special names. By doing so, they can ensure that their software applications function correctly and provide users with a seamless experience.

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How to add parameters to an event – in GTM

Google Tag Manager (GTM) is a tag management system that allows you to add and manage tracking tags and pixels on your website without having to modify the website's code. One of the primary functions of GTM is to track user behavior on your website through events. Events are actions that users take on your website, such as clicks, form submissions, and video plays.

When you set up an event in GTM, you can define parameters that provide additional information about the event. For example, you might want to track the category of a clicked element, the text of a form submission, or the duration of a video play. Adding parameters to an event in GTM allows you to collect more detailed data about how users interact with your website.

To add parameters to an event in GTM, follow these steps:

• Create a new tag in GTM or edit an existing tag that is associated with the event you want to track.

• Under "Tag Configuration," select the appropriate tag type for your event. For example, if you want to track clicks, select "Click."

• In the "Triggering" section, select the trigger that you want to associate with the tag. This tells GTM when to fire the tag, based on user behavior on your website.

• In the "Tag Configuration" section, add parameters to the tag by clicking on the "More Settings" button and selecting the appropriate parameter type. There are several parameter types to choose from, including "Click Classes," "Form Classes," and "Video Variables."

• Fill in the details for each parameter. For example, if you're tracking a click, you might specify the click's text, ID, or class name.

• Save your changes and publish your GTM container to your website.

Once you've added parameters to an event in GTM, you can view the data in Google Analytics or another analytics platform that is integrated with GTM. This data can help you better understand how users interact with your website and make informed decisions about how to improve the user experience.

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How Does GA4 Track Event Parameters?

All events will collect a minimum of 5 event parameters. You can see them below.

Here's a straightforward explanation of three of those parameters:

page location = The full URL that the visitor was on at the time the event occurred.

page referrer = The URL of the previous page seen by the visitor before arriving at the present page.

The title tag is represented by page title. This page's URL, for example, is GA4 Event Parameters: How to Interpret GA4 Events

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Tracking Different Types of Events in GA4: An Overview

Google Analytics 4 (GA4) is a powerful tool that allows businesses to track user behavior and optimize their digital strategies. Among the features of GA4 is its ability to track different types of events. In this article, we'll take a closer look at these different types of events and how to create event parameters in GA4.

Types of Events Tracked by GA4

GA4 tracks different types of events depending on the function being tracked. There are four types of events in GA4:

Automatically Collected Events: These events are tracked by default and are collected automatically by GA4 without the need for any configuration. Examples of these events include pageviews, scroll tracking, and video engagement.

Enhanced Measurement Events: These events require some configuration to track but are still considered default events in GA4. Enhanced measurement events include things like outbound clicks, site search, and file downloads.

Recommended Events: These are pre-defined events that businesses can choose to track in GA4. Recommended events cover a wide range of business needs, including commerce, social interactions, and site navigation. Examples of recommended events include product detail views, add to cart, and form submissions.

Custom Events: These are events that businesses can define and track using GA4. Custom events provide businesses with the flexibility to track specific actions and behaviors that are important to their business goals. Examples of custom events include button clicks, form submissions, and user registrations.

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Creating Event Parameters in GA4

In GA4, event parameters refer to the information that is sent with each event that is created in Google Tag Manager. GA4 no longer uses the traditional Category, Action, Label, or Value parameters that were used in Universal Analytics. Instead, businesses have more flexibility in terms of what parameters are sent with each event.

Creating event parameters in GA4 involves configuring variables in Google Tag Manager. Variables are pieces of data that can be reused across tags, triggers, and other variables in GTM. When creating an event in GA4, businesses can choose which variables to include as parameters for that particular event.

For example, let's say a business wants to track internal link clicks on their website. To do this, they would create an event in GA4 and configure two event parameters: link_url and link_text. The link_url parameter would be a variable that pulls in the {{Click URL}} – the destination of the click. The link_text parameter would also be a variable that pulls in the text of the link that is clicked.

Tracking different types of events in GA4 is crucial for businesses that want to understand how their users interact with their digital assets. GA4 offers a range of event tracking options, including automatically collected events, enhanced measurement events, recommended events, and custom events. Creating event parameters in GA4 involves configuring variables in Google Tag Manager, providing businesses with the flexibility to track the information that is most relevant to their goals. Whether a business is looking to track pageviews, outbound clicks, or custom events, GA4 provides the tools to gain insights into user behavior and optimize digital strategies.

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How to Add GA4 Event Parameters in Google Tag Manager

Google Tag Manager allows you to add event parameters when creating a GA4 event. This can help you customize your event tracking and gather more specific data. To add event parameters, follow the steps below:

Create a GA4 Event Tag: To add event parameters, you need to create a "GA4 Event" tag. This tag type will be responsible for collecting your data. For instance, if you want to track scroll depth, you can create a GA4 Event tag specifically for that purpose.

Navigate to Event Parameters: Once you've created a GA4 Event tag, click into "Event Parameters" at the orange arrow. This will expand the field and allow you to add one or more event parameters.

Customize Your Event Parameters: With the event parameters field expanded, you can now add your own event parameters. In the example mentioned above, the default scroll depth tracking event only captures scrolls at a 90% scroll depth. However, by creating your own version with custom event parameters, you can gather more specific data that meets your needs.

Adding event parameters in GA4 can help you collect more accurate and useful data for your business needs. It allows you to customize your event tracking and gather insights that are specific to your website or app.

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You can also check out our blogs on the key features of GA4 and GA4- From a Business owner’s perspective to better understand GA4 and adapt timely as well as effectively to GA4. Alternatively, you can also check out Our Offerings in terms of GA4, if you’d like to explore the option of us coming in and doing it for you.