Events and Conversions
Track what matters.
Events and Conversions is a free Digital Marketing Academy lesson on CoddyKit. This is lesson 2 of 4. Any 3 lessons of this learning path are free to read in full — after that, CoddyKit PRO unlocks every lesson, plus hands-on practice with a built-in code editor and a 24/7 AI tutor. It is part of the Digital Marketing Academy learning path, and your progress syncs across the web and the CoddyKit app. The Digital Marketing Academy course includes 4 lessons in total.
Everything Is an Event
In GA4 every user interaction is captured as an event. An event has a name and optional parameters that add context.
Mastering events is the foundation of GA4. Conversions, audiences, and reports all depend on a clean, intentional event structure.
Event anatomy:
event_name: "add_to_cart"
parameters:
currency: "USD"
value: 29.99
item_id: "SKU_123"
item_name: "Wireless Mouse"Four Event Categories
GA4 events fall into four buckets. Automatically collected and Enhanced Measurement events need no code.
Recommended events follow Google naming conventions for specific industries. Custom events are ones you invent when no recommended event fits.
1. Automatic: first_visit, session_start, user_engagement
2. Enhanced Measurement: scroll, click, file_download
3. Recommended: purchase, sign_up, login, generate_lead
4. Custom: newsletter_popup_close, pricing_togglePrefer Recommended Events
Before inventing a custom event, check Google's recommended events list. Using them unlocks richer reporting and prebuilt dimensions.
For ecommerce especially, recommended events power the Monetization reports automatically. Custom names will not populate those reports.
Recommended ecommerce events:
view_item
add_to_cart
begin_checkout
add_payment_info
purchase
Using custom "buy_now" instead of
"purchase" breaks Monetization reports.Parameters Add Detail
Parameters are key-value pairs attached to an event. They answer which, how much, and what about the interaction.
Some parameters (currency, value, items) are required for specific events. Plan parameter names consistently across your whole site.
event_name: "purchase"
parameters:
transaction_id: "T_12345"
currency: "USD"
value: 84.50
tax: 6.50
shipping: 5.00
items: [ {item_id, item_name, price, quantity} ]Custom Dimensions and Metrics
Event and user parameters are not visible in reports until you register them as custom dimensions or metrics.
Text parameters become custom dimensions; numeric ones become custom metrics. There are scope and quota limits, so register only what you analyze.
Register in Admin > Custom definitions:
parameter: membership_tier -> custom dimension (text)
parameter: cart_item_count -> custom metric (number)
Limits (standard):
50 event-scoped custom dimensions
25 user-scoped custom dimensionsCreating Events in the UI
You can create new events from existing ones without code using Admin > Events > Create event. This is handy for splitting a generic event.
For example, fire a checkout_started event only when page_location contains /checkout, deriving it from page_view.
Create event: "checkout_started"
Matching conditions:
event_name equals page_view
page_location contains "/checkout"
Parameter config:
copy parameters from source eventMarking Conversions
A conversion (now called a key event) is any event you flag as business-critical. Toggle it in Admin > Events or Conversions.
Once marked, the event appears in conversion reports and becomes eligible for import into Google Ads bidding.
Mark as conversion:
generate_lead -> ON
purchase -> ON
sign_up -> ON
newsletter_popup_close -> OFF
Limit: up to 30 conversion events per property.Counting Methods
GA4 lets you choose how a conversion counts: once per event or once per session.
Once per event suits purchases (count every order). Once per session suits soft goals like a video view where one per visit is enough.
Conversion counting:
purchase -> Once per event (every order)
generate_lead -> Once per session (one signup/visit)
Set in Admin > Conversions > event row > counting methodModify and Block Events
The Modify event feature lets you rename or rewrite events and parameters after collection but before processing.
This cleans up legacy naming or fixes a tagging mistake without redeploying code. You can also use it to block unwanted events.
Modify event:
condition: event_name equals "buy_now"
modification: event_name -> "purchase"
Block event (set name to empty):
condition: page_location contains "staging"
modification: event_name -> (none)Validating with DebugView
Never trust new events blindly. DebugView shows events in real time from a device in debug mode.
Enable debug via the GA Debugger extension, GTM preview, or a debug_mode parameter. Watch parameters arrive correctly before marking conversions.
Enable debug:
- Chrome GA Debugger extension, OR
- GTM Preview mode, OR
- send parameter debug_mode: true
Then: Admin > DebugView
inspect event_name + every parameter valueA Clean Naming Plan
Consistency beats cleverness. Use lowercase snake_case, verbs for events, and a shared parameter vocabulary.
Document your taxonomy in a spreadsheet so the whole team tags the same way. Inconsistent names fragment your data permanently.
Measurement plan row:
event_name: form_submit
trigger: contact form success
parameters: form_name, form_destination
conversion: yes (once per session)
custom dimension: form_nameQuick Check
Choose the best practice for ecommerce tracking.
Recap
GA4 events have a name plus parameters across four categories. Prefer recommended events, register parameters as custom dimensions, and mark key events as conversions with the right counting method.
Modify events fix legacy names, DebugView validates tags, and a documented naming plan keeps data clean.
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Frequently Asked Questions
Is the “Events and Conversions” lesson free?
Yes — any 3 lessons of the Digital Marketing Academy learning path, including “Events and Conversions”, are free to read in full here on the web. After that, CoddyKit PRO unlocks every lesson, plus interactive practice with a built-in code editor and a 24/7 AI tutor. The Digital Marketing Academy course includes 4 lessons in total.
What will I learn in “Events and Conversions”?
Track what matters. You practise Digital Marketing Academy with hands-on code you run directly in the browser, and a 24/7 AI tutor answers your questions as you work through the lesson.
Do I need any experience to start Digital Marketing Academy?
No prior experience is required. Digital Marketing Academy on CoddyKit is structured for beginners through advanced learners, so you can start here or from the beginning and move at your own pace. This is lesson 2 of 4.
How long does the “Events and Conversions” lesson take?
Most CoddyKit lessons take about 5–10 minutes. Each one is bite-sized and interactive, so you make steady progress and pick up exactly where you left off across the web and the app.
Can I write and run code in this Digital Marketing Academy lesson?
Yes. Every Digital Marketing Academy lesson includes a built-in code editor, so you write and run real code right in your browser and get instant AI feedback — no local setup required.
All lessons in this course
- GA4 vs Universal Analytics
- Events and Conversions
- Exploration Reports
- Audiences and Insights