Events Report in Google Analytics 4 — The Complete Guide

Are your website visitors actually engaging with your content, or are they bouncing before taking meaningful action?

Driving traffic is one thing, but understanding what users do once they land on your site is what separates successful businesses from the rest. That’s where Google Analytics 4 (GA4) Events Reports come in.

GA4 doesn’t just track page views—it provides a detailed breakdown of user interactions, from button clicks and video views to purchases and form submissions. 

But let’s be real—GA4’s interface isn’t the most intuitive, and making sense of event data can feel overwhelming.

That’s why we’re breaking down everything you need to know about Events Reports in GA4. 

Whether you’re new to GA4 or looking to optimize your reporting, this guide will help you track, analyze, and leverage event data to improve conversions, refine marketing strategies, and prove ROI.

What Counts as an Event in Google Analytics 4?

Before we go any further, let’s clarify what Google considers an event in GA4.

With the shift from Universal Analytics (UA) to Google Analytics 4 (GA4), Google completely redefined how user interactions are tracked. 

In the past, UA categorized interactions into different hit types—pageviews, transactions, and social interactions. But GA4 ditches those old rules and treats everything as an event instead.

So, what actually counts as an event?

Any interaction a user has with your website or app. That includes clicks, form submissions, video plays, purchases, scroll depth—even how long someone engages with your content.

Unlike UA, which had rigid event structures (Category, Action, Label), GA4 gives you complete flexibility. Events are now parameter-based, meaning you can track exactly what matters to your business—without being stuck in a predefined framework.

Types of Events in Google Analytics 4

Google Analytics 4 (GA4) organizes it’s analytic events into four main categories to help you track user interactions effectively. 

Unlike Universal Analytics, where you had to manually set up most events, GA4 comes with built-in tracking capabilities and allows for extensive customization.

Let’s break down the four types of events in GA4 and how they work.

1. Automatically Collected Events

GA4 automatically tracks certain user interactions as soon as you set it up—no additional configuration required. These events provide a baseline for understanding website activity and include:

• first_visit – When a user lands on your website for the first time.
• session_start – When a new session begins.
• user_engagement – When a user actively interacts with your site.

These foundational events give you basic traffic insights without any extra setup.

2. Enhanced Measurement Events

GA4 takes automation a step further with Enhanced Measurement Events, which can be enabled with a simple toggle in the settings. These events capture common user actions without requiring code changes. 

Some key examples include:

• page_view – Every time a user loads a new page.
• scroll – When a user scrolls at least 90% of a page.
• click – When a user clicks an outbound link.
• file_download – When a user downloads a document, PDF, or other file.
• video_start, video_progress, video_complete – For tracking video engagement.

These events expand your tracking capabilities instantly, making it easier to measure user engagement.

3. Recommended Events

For businesses that need more specific tracking, Google offers a set of recommended events tailored for different industries like eCommerce, travel, and gaming. These require manual setup but provide valuable insights. 

Some common examples include:

• add_to_cart – When a user adds an item to their shopping cart.
• purchase – When a transaction is completed.
• sign_up – When a user registers for an account.

Using recommended events helps GA4 provide better reports and integrate seamlessly with Google Ads and other tools.

4. Custom Events

Sometimes, predefined events aren’t enough—and that’s where custom events come in. These allow you to track interactions unique to your business by defining your own event names and parameters.

For example, you might want to track:

• cta_click – When a user clicks a key call-to-action button.
• form_submission – When a user completes a lead form.
• feature_usage – When a user interacts with a specific tool on your site.

Custom events require manual setup using Google Tag Manager or code, but they provide maximum flexibility for your tracking needs.

Pro Tip: Don’t rush into creating custom events. GA4 provides built-in tracking for key interactions, reducing the need for manual setup. Before setting up anything manually, check if Enhanced Measurement or Recommended Events cover what you need. Stick to Google’s predefined events whenever possible.

How to Set Up Event Tracking in GA4

GA4 doesn’t track everything you need right out of the box. 

Sure, it automatically logs basic interactions like page views and scrolls, but what about the actions that actually matter to your business—like button clicks, sign-ups, purchases, or video engagement?

If you want to measure the interactions that drive conversions, you’ll need to set up custom event tracking.

Here’s a step-by-step guide on how to do it:

1. Check for Existing Events First

Before setting up anything new, see what GA4 already tracks. GA4 automatically collects basic events, and Enhanced Measurement covers things like page views, scrolls, and outbound clicks.

• Go to Admin > Events in your GA4 property.
• Check the list of existing events to avoid duplicates.

If the event you need isn’t listed, move on to manual setup.

2. Create a Custom Event in GA4

If GA4 doesn’t track a specific action by default, you can create a custom event directly in GA4’s admin panel.

• Navigate to Admin > Events > Create Event.
• Click Create and enter an event name (e.g., cta_click for tracking button clicks).
• Define the conditions for the event, such as:
  • Parameter: click_text
  • Value: “Get Started” (to track clicks on a specific button)
• Click Save and Publish your event.

This method works best for simple customizations but doesn’t offer full flexibility for complex tracking.

3. Use Google Tag Manager for Advanced Tracking

For more control, use Google Tag Manager (GTM) to set up event tracking. This allows you to track button clicks, form submissions, video engagement, and more without editing website code.

Here’s how:

1. Open Google Tag Manager and create a new tag.
2. Set the tag type to GA4 Event and connect it to your GA4 Measurement ID.
3. Define the event name (e.g., signup_click).
4. Add event parameters to track extra details (e.g., button_text).
5. Set a trigger (e.g., clicks on a specific button).
6. Save and publish your changes.

With GTM, you can track almost anything without any developer support.

4. Test Your Event Tracking

After setting up an event, make sure it’s working correctly before relying on the data.

• Open GA4 > Admin > DebugView to see live events.
• Use Google Tag Assistant or Preview Mode in GTM to test triggers.
• Check your Real-Time report to confirm the event is firing.

If the event doesn’t show up, double-check your setup and make sure there are no missing parameters.

How to Track Events in Google Analytics 4

Tracking events is only half the battle—now you need to make sense of the data. GA4’s reporting isn’t as straightforward as Universal Analytics, and if you’re not looking in the right place, you might think your event data is missing altogether.

Here’s how you can find and analyze all of your reports in GA4:

1. Access the Standard Event Report

Go to GA4 > Reports > Engagement > Events

This section provides a summary of all tracked events, including:

• Event name – The specific action tracked (e.g., add_to_cart, form_submission).
• Event count – The total number of times the event was triggered.
• Users – The number of unique users who performed the event.
• Event revenue (for eCommerce) – The total revenue attributed to the event.

If a newly created event doesn’t appear right away, GA4 may need a few hours to process it.

2. Use DebugView for Real-Time Event Tracking

For real-time verification, DebugView shows events as they happen.

Go to GA4 > Admin > DebugView

This tool helps confirm whether events fire correctly and capture the right parameters. If an event doesn’t show up, check the setup in Google Tag Manager or GA4’s event settings.

3. Build Custom Reports in Explorations

GA4’s built-in reports provide a basic event overview, while Explorations allow for a more detailed analysis.

Go to GA4 > Explore > Create a New Exploration

With custom reports, you can:

• Segment event data by traffic source, device type, or user demographics.
• Track event trends over time to spot patterns.
• Analyze event performance in relation to conversions.

4. Add Key Events to Your GA4 Dashboard

If you frequently check specific events, pin them to your GA4 Report Snapshot for quick access.

Go to GA4 > Reports > Engagement > Events, click the three-dot menu next to an event, and select “Pin to Report Snapshot.”

This keeps high-priority event data front and center without unnecessary navigation.

Pro Tip: Want a better way to track and visualize event data? Connect GA4 with Databox to build real-time dashboards and eliminate manual reporting.

GA4 Event Parameters

GA4 events don’t just tell you what happened—they tell you the details of how and where it happened. 

That’s where event parameters come in. Instead of using fixed categories like in Universal Analytics, GA4 allows you to attach customizable parameters to each event, which should give you more flexibility and better insights.

How GA4 Event Parameters Work

Every event in GA4 can include parameters that add context. Instead of just seeing that a user submitted a form, parameters can tell you:

• What type of form it was (newsletter signup vs. contact request)
• What page they were on when they filled it out
• Which campaign brought them there

This level of detail helps businesses make smarter decisions about what’s working and what needs improvement.

Default vs. Custom Event Parameters

GA4 provides two types of event parameters:

1. Default Parameters (Automatically Collected)

GA4 automatically tracks several parameters with every event. These include:

• event_name – The name of the action (e.g., click, purchase).
• page_location – The URL where the event happened.
• session_id – The unique session associated with the event.
• engagement_time_msec – How long the user actively engaged with the page.

For example, if a user scrolls to the bottom of a page, GA4 tracks a scroll event and records the page URL where it occurred.

2. Custom Parameters (Manually Defined)

If the default parameters don’t provide enough insight, GA4 gives you the option to create your own parameters. These can track more specific interactions, such as:

• button_text – The exact text of a clicked button (e.g., “Subscribe Now” vs. “Sign Up”).
• video_duration – The length of a watched video.
• cart_value – The total value of items added to the cart.

For instance, if you’re running an A/B test with two different call-to-action buttons, tracking button_text as a parameter can show you which variation leads to more conversions.

Pro Tip: Track parameters that answer real business questions. Instead of logging every button click, focus on details like which CTA converts best or which pages drive the most sign-ups. More data isn’t always better—actionable insights are.

How to View Event Parameters in GA4 Reports

Once event parameters are tracked, you can analyze them inside GA4:

1. Go to GA4 > Reports > Engagement > Events
2. Click on a specific event to see associated parameters.
3. Use Explore > Free Form Reports to break down event data by parameter values.

If you’re using custom parameters, you’ll need to register them as custom dimensions in GA4’s settings before they appear in reports.

Conversions & Event Tracking

GA4 doesn’t just track conversions—it helps businesses refine what success actually looks like. Unlike Universal Analytics, where conversions were tied to rigid goal tracking, GA4 allows businesses to define their own key interactions.

For some, a conversion might be a direct purchase, while for others, it could be an in-depth content engagement or a demo request that leads to a high-value sale. 

The ability to track micro and macro conversions makes GA4 an essential tool for understanding not just who converts, but how they get there.

How GA4 Defines Conversions

In GA4, a conversion is any event that represents a key action on your website or app. Instead of setting up predefined goals, GA4 lets you mark any event as a conversion.

For example:

• A purchase (purchase) in an eCommerce store
• A form submission (form_submission) on a lead generation site
• A subscription sign-up (sign_up) for a SaaS platform

Since conversions in GA4 are event-based, you have more control over what gets tracked as a meaningful user action.

How to Set Up a Conversion in GA4

GA4 makes conversion tracking straightforward. If an event is already being tracked, you can turn it into a conversion in just a few clicks:

1. Go to GA4 > Admin > Events
2. Find the event you want to track as a conversion (e.g., purchase, form_submission)
3. Toggle “Mark as Conversion”

That’s it—GA4 will now count that event as a conversion, and the data will be available in the Conversions Report after processing.

For custom events that aren’t tracked by default (e.g., cta_click for key button interactions), you’ll first need to set up the event in GA4 or Google Tag Manager before marking it as a conversion.

Key Events That Should Be Marked as Conversions

Not all events need to be conversions. The best events to track as conversions are those that directly impact business goals.

For eCommerce:

• purchase – A completed transaction
• add_to_cart – Users adding items to their cart
• begin_checkout – Users starting the checkout process

For Lead Generation:

• form_submission – A user submits a lead form
• contact_request – A request for more information
• phone_call – A click-to-call action

For SaaS & Subscriptions:

• sign_up – A user creates an account
• start_trial – A user begins a free trial
• subscription_renew – A recurring payment is processed

By marking high-value actions as conversions, you ensure GA4 reports focus on the metrics that truly matter.

Where to View Conversion Data in GA4

Once conversions are set up, you can track them in GA4’s reports:

1. Go to Reports > Engagement > Conversions
2. View total conversions, event counts, and performance trends
3. Use Explore > Free Form to segment conversion data by traffic source, user type, or device

Debugging and Testing Events in GA4

Setting up event tracking is one thing—making sure the data is accurate is another. 

If an event isn’t firing correctly, missing parameters, or showing up twice, your reports won’t be reliable. That’s why testing events before relying on them is critical.

Use DebugView to Check Event Tracking

GA4’s DebugView allows real-time event monitoring. 

Go to GA4 > Admin > DebugView, then perform the action you’re tracking—clicking a button, submitting a form, or completing a purchase. 

If the event appears with the right parameters, it’s working. If not, check if GA4 is installed correctly and whether the event is set up in Google Tag Manager (GTM) or GA4’s event settings.

Best Practices for Event Tracking in GA4

GA4 offers powerful event tracking, but poor implementation leads to cluttered reports, misleading data, and missed insights. 

To track the right events efficiently, avoid common pitfalls and follow these expert strategies.

1. Don’t Track Everything—Prioritize Business-Critical Events

Tracking too many events creates data overload without actionable insights. Instead of logging every minor click, focus on events that contribute to conversions, retention, or engagement.

Example:

• Track add_to_cart, begin_checkout, and purchase to analyze eCommerce conversion drop-offs.
• Ignore generic button_click events unless they serve a clear goal (e.g., “Sign Up” clicks).

2. Structure Event Names and Parameters for Long-Term Scalability

GA4 has an event name limit (500 unique events per property). Instead of creating separate events for every variation, use parameters to differentiate actions.

Bad example:

• signup_click_mobile
• signup_click_desktop
• signup_click_pricing_page

Good example:

• Event: signup_click
• Parameters: device_category: mobile/desktop, page_location: pricing/about

3. Use Event Funnels and Multi-Step Tracking to Identify Drop-Offs

Tracking a single event doesn’t tell the whole story. Instead of focusing on isolated actions, build event funnels to track user progression across key touchpoints.

Example:
For a SaaS signup flow:

1. landing_page_view
2. pricing_page_view
3. signup_start
4. signup_complete

If users drop off between step 3 and 4, it signals an issue with the sign-up process—perhaps form friction, unclear messaging, or trust concerns.

Use Funnel Exploration reports in GA4 to analyze these stages and optimize weak points in the conversion journey.

Final Thoughts

Tracking events in GA4 is essential for understanding user behavior, optimizing marketing strategies, and proving ROI. However, navigating GA4’s reporting tools can be challenging, especially when analyzing multiple events and user interactions across different touchpoints.

If you want to simplify event tracking and visualization, consider using Databox’s GA4 integration. With pre-built GA4 dashboards, you can monitor key events, analyze trends, and track conversions in real-time without spending hours navigating GA4’s complex reports. You can also create custom reports tailored to your business needs, integrating GA4 data with other marketing and sales metrics for a complete performance overview.

Explore Databox’s GA4 templates to get started quickly and make your event tracking more actionable.