Setup Events in Google Analytics (GA4)

Learn how to set up custom GA4 events using Google Tag Manager — from creating the tag and locating your Measurement ID to configuring triggers and publishing your container.

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Step by Step

Setup Events in Google Analytics (GA4)

Follow these steps alongside the video to set up GA4 events via Google Tag Manager.

1

Navigate to your Google Tag Manager container

  • Go to tagmanager.google.com and select the container for the website you want to track
  • Make sure you're working in the correct container — GTM containers are site-specific
2

Create a New Tag

  • In the left sidebar, click Tags, then click New
3

Name your Tag

  • Give your tag a clear, descriptive name — for example: GA4 Event — Button Click
  • A consistent naming convention makes it easier to manage tags as your container grows
4

Click on Tag Configuration

5

Select Google Analytics → Google Analytics: GA4 Event

  • This tag type sends a custom event to your GA4 property every time the trigger fires
6

Paste your Measurement ID

  • Your Measurement ID connects this tag to the correct GA4 property
  • To find it: go to Google Analytics → Admin → Data Streams → select your data stream → copy the Measurement ID (format: G-XXXXXXXXXX)
7

Name your Event (do not use spaces)

  • The event name is what will appear in your GA4 reports — for example: button_click, form_submit, file_download
  • Use underscores instead of spaces; event names are case-sensitive in GA4
8

Select Triggering

9

Choose your Trigger type

  • Common trigger types include: Click — All Elements, Click — Just Links, Form Submission, Page View, and Custom Event
  • Choose the type that matches the user action you want to track
10

Configure your trigger conditions

  • Set conditions to ensure the trigger only fires on the correct elements or pages — for example, fire only when the clicked element has a specific class or ID
  • Use GTM's Preview mode to test your trigger before saving
11

Save and Submit & Publish your container

  • Click Save to save the tag
  • Click Submit in the top-right corner, add a version name and description, then click Publish to push the changes live
  • Changes will not be active on your site until you publish — don't forget this step

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FAQ

Frequently Asked Questions

Common questions about setting up events in Google Analytics GA4.

What is the difference between automatic events and custom events in GA4?

GA4 automatically collects a set of standard events (like page_view, session_start, and first_visit) without any configuration. Enhanced measurement can automatically track scrolls, outbound clicks, file downloads, and video engagement. Custom events — set up via GTM or gtag.js — let you track any user interaction that GA4 doesn't capture automatically, such as button clicks, form submissions, or specific page interactions.

Why can't I use spaces in GA4 event names?

GA4 event names must follow specific naming rules: they can only contain letters, numbers, and underscores, and must start with a letter. Spaces are not allowed. Using underscores instead of spaces (e.g. button_click instead of button click) keeps your event names consistent and compatible with GA4's reporting and BigQuery export. Event names are also case-sensitive — Button_Click and button_click would appear as two separate events.

Where do I find my GA4 Measurement ID?

In Google Analytics, go to Admin (bottom-left gear icon) → Data Streams (under your property) → click your web data stream → your Measurement ID appears in the top-right corner in the format G-XXXXXXXXXX. Copy this and paste it into the GA4 Event tag in Google Tag Manager.

How do I verify my GA4 events are firing correctly?

Use two tools: GTM Preview mode (click Preview in GTM before publishing) to confirm your tag fires on the correct trigger, and GA4 DebugView (Admin → DebugView) to see events arriving in real-time from your browser. You can also check the GA4 Realtime report to see events populating within a few seconds of them firing.

Do I need to mark GA4 events as conversions?

Not all events need to be conversions — only the ones that represent meaningful business actions (e.g. form submissions, purchases, phone clicks). In GA4, go to Admin → Events and toggle Mark as conversion next to any event you want to count as a conversion. Conversion events can then be imported into Google Ads for smart bidding optimisation.

What happens if I forget to publish my GTM container?

If you save your tag and trigger in GTM but don't publish the container, the changes only exist in your GTM workspace — they are not live on your website. Your GA4 property won't receive the new events. Always click Submit → Publish after saving your tags to push them to your live site. You can use Preview mode first to test without going live.

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