Digital Marketing Academy · Lesson

Events and Conversions

Track what matters.

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_toggle

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