Analytics: Tracking

Guides analytics implementation: GA4 setup, event tracking, conversions, and data quality. Applies to web and app tracking across marketing channels.

Scope

• GA4: Web data stream, gtag.js, configuration
• Events: Recommended and custom events
• Conversions: Key events, parameters
• Quality: Naming, testing, validation

GA4 Setup

Prerequisites

• Google Analytics property and web data stream
• Google tag (gtag.js) on all pages
• Measurement ID (e.g., G-XXXXXXXXXX)

Enhanced Measurement

Enable in Admin → Data Streams → Enhanced Measurement for automatic tracking of:

• Page views, scrolls, outbound clicks
• Site search, file downloads
• Video engagement (YouTube)

Event Tracking

Event Types

Naming Conventions

• Length: ≤40 characters
• Format: snake_case, lowercase
• Verb first: download_pdf, submit_form, video_play
• Context: pricing_page_scroll vs generic scroll

gtag.js Syntax

gtag('event', '<event_name>', {
  <parameter_name>: <value>,
  // e.g. value: 99.99, currency: 'USD'
});

Place below the Google tag snippet. Events fire on page load or user action (e.g., button click).

Recommended Events

Custom Events

• Focus on 15–25 meaningful events aligned with KPIs
• Add parameters for context (e.g., content_type, item_id)
• Avoid tracking everything; prioritize quality over quantity

Conversions (Key Events)

• Mark important events as conversions in GA4 Admin
• Use for attribution, audiences, and reporting
• Typical: purchase, sign_up, lead, contact

Testing & Validation

• Test before launch; verify parameters and naming
• Check for duplicate events, missing values

Output Format

• Event list (name, trigger, parameters)
• Implementation notes (gtag or GTM)
• Conversion mapping
• Testing checklist

Related Skills

• analytics-traffic: UTM and source attribution
• analytics-ai-traffic: AI traffic in GA4