One of the most promising features of Google Analytics 4 or GA4, is the ability to create new events and dimensions within the analytics interface. Using GA4 allows you to collect insights without any additional tags or code on the website. In order to make the most of these new features, more information about events like clicks should be collected to allow for similar tagging capabilities to standard Google Tag Manager.
Adding Detail to Standard Events with GA4
Typically, tags for specific events are targeted using information about the click and the specific website elements being interacted with. By default, GA4 does not pass much of that information through with the standard and enhanced measurement protocols. The solution is to create a new click event that includes all that contextual information as parameters to the event. Using the information below, you can accurately categorize the majority of site clicks including navigation, engagement, and conversion events.
Adding New Custom Dimensions Within GA4
Within the “All Events” report there should be the option to modify/create events and manage custom definitions along the top of the report. In this example, we’ve chosen to register 3 of the custom parameters we added within the custom click event. This step is relatively simple with the only note being that the parameter name should match the name within the custom click event.
What Happens Next?
The result of using these new features within GA4 becomes available as a breakdown within the “Event Details” report and as a dimension within the “Analysis Hub”. All event parameters are available within the raw data if you choose to export to BigQuery. Not all fields will populate for every click but between all the features available, there should be enough information to properly categorize the engagement.
Why Does it Matter?
- Retroactive tagging
By gathering all this detailed click information on every click as it occurs, we can retroactively tag interactions with specific elements/features. This is great when you launch a new campaign and realize that you didn’t tag the CTA for the landing page. The data will still be there, you just have to filter using the same logic that you would use to create the event.
- All parameters are included in BigQuery exports
This presents the opportunity to add additional fields that may not add value to the analytics interface but are immensely useful when pulled into other data workflows.
If you or your organization are still working through GA4 and transitioning, feel free to reach out to our talented team of data analysts. We can get you set up and on your way in no time!