#gtmtracking

Google Analytics 4 (GA4) is powerful—if you know what to track.

Most people stick with the default events and hope for the best. But here’s the truth: if you’re not customizing your events, you’re leaving money (and insight) on the table.

In this post, we’ll walk you through 7 must-have GA4 events that every website, landing page, or funnel should be tracking. Especially #3—it’s one most marketers overlook but can reveal major drop-off points in your customer journey.

🤖 First, Why Custom Events in GA4 Matter

GA4 is built for flexibility. Unlike Universal Analytics, where you were stuck with rigid categories, GA4 allows you to define your own event parameters—meaning better alignment with your business goals.

Default events like page_view and scroll are a start, but they won’t tell you:

Where your leads are dropping off

What content drives conversions

Which CTAs are ignored

Or what’s holding back your revenue

Let’s fix that 👇

✅ 1. Button Clicks (Especially CTAs)

Tracking call-to-action (CTA) clicks like "Buy Now", "Book Demo", or "Download Guide" is non-negotiable.

Event Name: cta_click Parameter examples: button_text, page_path

💡 Why it matters: It shows which buttons are doing the heavy lifting—and which aren’t.

✅ 2. Form Submissions (Lead Generation Gold)

You need to know when someone completes a form—and what kind.

Event Name: form_submit Parameters: form_id, form_name, page_location

💡 Why it matters: Tracks lead generation performance and helps you A/B test forms.

✅ 3. Video Engagement (The Most Missed Event)

If you're using video in your funnel—landing pages, product explainers, testimonials—you need to track if people are actually watching.

Event Name: video_progress Track when users:

Start video

Reach 25%, 50%, 75%, 100%

💡 Why it matters: You’ll discover if your videos are doing their job—or wasting scroll space.

✅ 4. Scroll Depth (See Where Attention Drops)

GA4 includes a basic scroll event (90% scroll), but you can customize depth triggers for 25%, 50%, 75%, and 100%.

Event Name: scroll_depth Parameters: percentage_scrolled, page_path

💡 Why it matters: Reveals which content holds attention—and what causes bounce.

✅ 5. Outbound Link Clicks (What Sends Users Away)

If users are clicking links to third-party sites, affiliates, or social media—you should know.

Event Name: outbound_click Parameters: destination_url

💡 Why it matters: Helps you understand what’s distracting or converting your traffic.

✅ 6. Product Views and Add to Cart (Ecommerce)

For ecommerce brands, this is a no-brainer. Track every step of the funnel.

Events:

view_item

add_to_cart

begin_checkout

purchase

💡 Why it matters: Allows you to pinpoint exactly where revenue is leaking.

✅ 7. Error Messages or Failed Submissions

Do people run into broken forms? Do buttons fail silently?

Event Name: form_error or js_error Parameters: error_message, page_path, device_type

💡 Why it matters: You can’t fix what you don’t know is broken—and these events reveal the invisible UX blockers.

🔍 Bonus Tip: Use GTM (Google Tag Manager)

Set up these events using Google Tag Manager for cleaner management and more flexible customization. You’ll be able to fine-tune exactly how and when events fire—without messing with site code.

📈 The Real Win? Insight that Drives Action

Tracking these 7 events will give you more than just data—they give you diagnostics:

Which content converts

Which CTAs flop

Where buyers disappear

What kills trust

And how to fix it

Google Tag Manager (GTM) is a game-changer for marketers and web analysts, simplifying the process of managing and deploying marketing tags without touching the website’s code. But to truly leverage GTM’s power, you need to understand its three core components: Tags, Triggers, and Variables. Let’s break them down in a way that’s easy to grasp and immediately useful!

1. Tags: The Powerhouse of GTM

Tags are snippets of code that send information to third-party tools like Google Analytics, Google Ads, or Facebook Pixel. Think of them as the "what" in GTM—what action needs to be performed?

✅ Popular Tag Examples:

Google Analytics 4 (GA4) Tag – Tracks page views and user interactions

Facebook Pixel Tag – Helps measure conversions and retarget users

Google Ads Conversion Tracking Tag – Tracks ad campaign performance

💡 Pro Tip: Instead of adding tracking codes manually, use GTM to insert them dynamically—saving time and reducing errors!

2. Triggers: The Decision-Makers

Triggers control when and where tags fire. In other words, they define the conditions under which a tag should execute. Without triggers, tags won’t work!

🚀 Common Trigger Types:

Page View Trigger – Fires when a user loads a specific page

Click Trigger – Tracks button clicks, link clicks, or form submissions

Scroll Depth Trigger – Fires when users scroll a certain percentage of a page

Timer Trigger – Fires after a user spends X seconds on a page

💡 Pro Tip: Use event-based triggers to track key user actions like video plays, downloads, and outbound link clicks for better insights!

3. Variables: The Secret Sauce

Variables store information that triggers and tags rely on to function properly. They help make your tracking more dynamic by pulling real-time data.

🔍 Useful Variable Types:

Built-in Variables – Predefined by GTM (e.g., Page URL, Click Text, Form ID)

User-Defined Variables – Custom variables that store data like user ID, transaction value, or custom events

Data Layer Variables – Capture and use custom website data for advanced tracking

💡 Pro Tip: Enable built-in variables in GTM settings to quickly access important data without extra coding!

Why Mastering GTM Matters?

Understanding Tags, Triggers, and Variables allows you to improve tracking accuracy, enhance marketing efforts, and streamline analytics implementation. By leveraging GTM effectively, you can: ✅ Reduce developer dependency ✅ Implement tracking changes in minutes ✅ Gain deeper insights into user behavior