Template for event-scoped parameters in Google Analytics 4 (GA4)

UPDATE:

Thanks to the feedback from the lovely folks at #measure. I’ve now added a couple more points to this post. Would love to hear your thoughts as well so leave a comment down below or message me on LinkedIn.

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With the sunsetting of Google Analytics’s (GA) Universal Analytics, many may find themselves stuck without GA’s simple, yet restrictive event parameters; event category, action, label and value.

If that’s you, here’s a an update to my 2018 guide on structuring event values in Google Analytics. Now that we have 50 event-scoped custom dimensions (on standard) to play with and very little guidance from Google other than a scanty list of recommended events, it’s time to discuss how you can make the most of event tracking without getting lost.

This guide is for you …

…if you have events that do not fall under the list of the recommended events. For example, you may want to track an internal link on a page especially when there are two on a page that have the same link to discover which link performed better based on their position on the page. How would you go about naming the event parameters or…