Global Site Tag (gtag.js) Events

Google Analytics, Global Site Tag, Google Tag Manager and Google Ads articles separately discuss the concept of Event (event).

Google Analytics Events

Although ga.js¹, followed by analytics.js² and finally gtag.js^{3 4} have different usage patterns, events generally begin with page load interactions (hitType/pageview) and track all user interactions within a page (hitType/event) throughout the session, enabling interaction tracking and maintaining it under the Google Analytics account. Events can be tracked independently of a web page load or mobile screen load. Various user interactions such as downloads, clicks (links, buttons, form elements, images, etc.), gadgets, Flash elements, embedded AJAX components, scroll actions, session processes, and videos can be captured during the definition phase.

It’s worth highlighting the difference between Page Tracking and Event Tracking. Page Tracking (page tracking) measures the number of times a specific page is viewed on a website and serves as a foundation for other activities⁵. Pages typically correspond to the entire HTML document, but can also represent dynamically loaded content (virtual pageviews). Event Tracking, on the other hand, refers to user interactions performed on content that is independent of a web page or screen (such as mobile, AR, VR, or other user interfaces). Examples of such interactions include downloads, ad clicks, gadget interactions, Flash elements, AJAX embedded elements, video plays, and similar actions. A basic event is communicated through the following function parameters:

// UA
gtag('event', '<action>', {
  'event_category': '<category>',
  'event_label': '<label>',
  'value': '<value>'
});

// GA4
gtag('event', '<myCustomEvent>', {
  "TheEventAction": "<myEventAction1>",
  "TheEventLabel" : "<myEventLabel1>"
});

Using the gtag() function in conjunction with gtag.js, the system has gained the ability to more efficiently utilize Default Google Analytics Events when sending an event via the send parameter of the ga() function in analytics.js. An example of a predefined gtag event, such as a login, is shown below⁶:

// UA & GA4
gtag('event', 'login', { method : 'Google' });

In addition to user engagement events, commerce events (ecommerce) are also available for use. Below you can see the default Google Analytics Events definitions related to Universal Analytics (UA)⁷.

Activity Name	Default Category	Default Event Type
search	engagement	search_term
generate_lead	engagement
login	engagement	method
select_content	engagement	content_type
share	engagement	method
sign_up	engagement	method
view_item	engagement
view_item_list	engagement
view_promotion	engagement
view_search_results	engagement	search_term
add_payment_info	ecommerce
add_to_cart	ecommerce
add_to_wishlist	ecomaret
begin_checkout	ecommerce
checkout_progress	ecommerce
purchase	ecommerce
refund	ecommerce
remove_from_cart	ecommerce
set_checkout_option	ecommerce

GA4 (Google Analytics 4) recommends automatically collected (automatically collected events)⁸ events for all web sites and apps, retail sales and e-commerce, businesses, education, local opportunities and real estate, travel and games. Below you can see the activities grouped by e-commerce.

Event	Trigger	Parameters
add_payment_info	User submits payment details	coupon, currency, items, payment_type, value
add_shipping_info	User submits shipping details	coupon, currency, items, shipping_tier, value
add_to_cart	User adds an item to their shopping cart	currency, items, value
add_to_wishlist	User adds an item to their wishlist	currency, items, value
begin_checkout	User starts the checkout process	coupon, currency, items, value
generate_lead	User submits a form or requests information	value, currency
purchase	User completes a purchase	affiliation, coupon, currency, items, transaction_id, shipping, tax, value
refund	Refund is issued	affiliation, coupon, currency, items, transaction_id, shipping, tax, value
remove_from_cart	User removes items from their shopping cart	currency, items, value
select_item	User selects an item from a list	items, item_list_name, item_list_id
select_promotion	User selects a promotion	items, promotion_id, promotion_name, creative_name, creative_slot, location_id
view_cart	User views their shopping cart	currency, items, value
view_item	User views an item	currency, items, value
view_item_list	User views an item or promotion list	items, item_list_name, item_list_id
view_promotion	User is shown a promotion	items, promotion_id, promotion_name, creative_name, creative_slot, location_id

GA4 events are categorized by event name and are available under the appropriate report. Event names defined in e-commerce can be found under e-commerce reports, while viewing all events and marking specific events as conversions is also possible.

In UA reports, you can view these activities in detail under Google Analytics account > Property > View > Behavior; in GA4 reports, you can access them under Engagement > Events, Events > All Events.

Additionally, under the Secondary Dimension, you can use the Most Commonly Used and Behavior options to select Event Action, Event Label,, and Event Category, and filter using Advanced Search. The same path can also be used to track during the segmentation process.

You can also use the Google Analytics Debugger Chrome extension for event testing and debugging.

Footnotes

1. Introduction to ga.js (Legacy). Google Analytics ↩
2. Add analytics.js to Your Site. Google Analytics ↩
3. Measure Google Analytics Events. Universal Analytics ↩
4. Events. Google Analytics ↩
5. How to instrument Universal Analytics events as Google Analytics 4 events. Google Analytics ↩
6. Google Analytics 4 Events. Global Site Tag ↩
7. Measure Google Analytics Events. Universal Analytics ↩
8. Automatically tracked events. Analytics Help ↩