Event Library

event-library.md

Event Library Reference

Comprehensive list of events to track by business type and context.

Contents

• Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
• Product/App Events (onboarding, core usage, errors & support)
• Monetization Events (pricing & checkout, subscription management)
• E-commerce Events (browsing, cart, checkout, post-purchase)
• B2B / SaaS Specific Events (team & collaboration, integration events, account events)
• Event Properties (Parameters)
• Funnel Event Sequences

Marketing Site Events

Navigation & Engagement

CTA & Form Interactions

Conversion Events

Product/App Events

Onboarding

Core Usage

Errors & Support

Monetization Events

Pricing & Checkout

Subscription Management

E-commerce Events

Browsing

Cart

Checkout

Post-Purchase

B2B / SaaS Specific Events

Team & Collaboration

Integration Events

Account Events

Event Properties (Parameters)

Standard Properties to Include

User Context:

B0

Session Context:

B1

Campaign Context:

B2

Product Context (E-commerce):

B3

Timing:

B4

Funnel Event Sequences

Signup Funnel

1. signup_started
2. signup_step_completed (email)
3. signup_step_completed (password)
4. signup_completed
5. onboarding_started

Purchase Funnel

1. pricing_viewed
2. plan_selected
3. checkout_started
4. payment_info_entered
5. purchase_completed

E-commerce Funnel

1. product_viewed
2. product_added_to_cart
3. cart_viewed
4. checkout_started
5. shipping_info_entered
6. payment_info_entered
7. purchase_completed

Ga4 Implementation

ga4-implementation.md

GA4 Implementation Reference

Detailed implementation guide for Google Analytics 4.

Contents

• Configuration (data streams, enhanced measurement events, recommended events)
• Custom Events (gtag.js implementation, Google Tag Manager)
• Conversions Setup (creating conversions, conversion values)
• Custom Dimensions and Metrics (when to use, setup steps, examples)
• Audiences (creating audiences, audience examples)
• Debugging (DebugView, real-time reports, common issues)
• Data Quality (filters, cross-domain tracking, session settings)
• Integration with Google Ads (linking, audience export)

Configuration

Data Streams

• One stream per platform (web, iOS, Android)
• Enable enhanced measurement for automatic tracking
• Configure data retention (2 months default, 14 months max)
• Enable Google Signals (for cross-device, if consented)

Enhanced Measurement Events (Automatic)

Use these exact names in event filters and triggers. The option labels "outbound clicks", "site search" and "video engagement" are not automatic event names. For video, report starts, progress milestones and completions separately; adding all three counts double-counts a viewing journey. A custom event with one of the old labels needs its own implementation. Verify enabled options and observed parameters in DebugView before expecting data.

Contract: Google enhanced measurement events.

Recommended Events

Use Google's predefined events when possible for enhanced reporting:

All properties:

• login, sign_up
• share
• search

E-commerce:

• view_item, view_item_list
• add_to_cart, remove_from_cart
• begin_checkout
• add_payment_info
• purchase, refund

Games:

• level_up, unlock_achievement
• post_score, spend_virtual_currency

Reference: https://support.google.com/analytics/answer/9267735

Custom Events

gtag.js Implementation

B0

Google Tag Manager (dataLayer)

B1

Conversions Setup

Creating Conversions

1. Collect the event - Ensure event is firing in GA4
2. Mark as conversion - Admin > Events > Mark as conversion
3. Set counting method:

• Once per session (leads, signups)
• Every event (purchases)

1. Import to Google Ads - For conversion-optimized bidding

Conversion Values

B2

Or set default value in GA4 Admin when marking conversion.

Custom Dimensions and Metrics

When to Use

Custom dimensions:

• Properties you want to segment/filter by
• User attributes (plan type, industry)
• Content attributes (author, category)

Custom metrics:

• Numeric values to aggregate
• Scores, counts, durations

Setup Steps

1. Admin > Data display > Custom definitions
2. Create dimension or metric
3. Choose scope:

• Event: Per event (content_type)
• User: Per user (account_type)
• Item: Per product (product_category)

1. Enter parameter name (must match event parameter)

Examples

Audiences

Creating Audiences

Admin > Data display > Audiences

Use cases:

• Remarketing audiences (export to Ads)
• Segment analysis
• Trigger-based events

Audience Examples

High-intent visitors:

• Viewed pricing page
• Did not convert
• In last 7 days

Engaged users:

• 3+ sessions
• Or 5+ minutes total engagement

Purchasers:

• Purchase event
• For exclusion or lookalike

Debugging

DebugView

Enable with:

• URL parameter: ?debug_mode=true
• Chrome extension: GA Debugger
• gtag: 'debug_mode': true in config

View at: Reports > Configure > DebugView

Real-Time Reports

Check events within 30 minutes: Reports > Real-time

Common Issues

Events not appearing:

• Check DebugView first
• Verify gtag/GTM firing
• Check filter exclusions

Parameter values missing:

• Custom dimension not created
• Parameter name mismatch
• Data still processing (24-48 hrs)

Conversions not recording:

• Event not marked as conversion
• Event name doesn't match
• Counting method (once vs. every)

Data Quality

Filters

Admin > Data streams > [Stream] > Configure tag settings > Define internal traffic

Exclude:

• Internal IP addresses
• Developer traffic
• Testing environments

Cross-Domain Tracking

For multiple domains sharing analytics:

1. Admin > Data streams > [Stream] > Configure tag settings
2. Configure your domains
3. List all domains that should share sessions

Session Settings

Admin > Data streams > [Stream] > Configure tag settings

• Session timeout (default 30 min)
• Engaged session duration (10 sec default)

Integration with Google Ads

Linking

1. Admin > Product links > Google Ads links
2. Enable auto-tagging in Google Ads
3. Import conversions in Google Ads

Audience Export

Audiences created in GA4 can be used in Google Ads for:

• Remarketing campaigns
• Customer match
• Similar audiences

Gtm Implementation

gtm-implementation.md

Google Tag Manager Implementation Reference

Detailed guide for implementing tracking via Google Tag Manager.

Contents

• Container Structure (tags, triggers, variables)
• Naming Conventions
• Data Layer Patterns
• Common Tag Configurations (GA4 configuration tag, GA4 event tag, Facebook pixel)
• Preview and Debug
• Workspaces and Versioning
• Consent Management
• Advanced Patterns (tag sequencing, exception handling, custom JavaScript variables)

Container Structure

Tags

Tags are code snippets that execute when triggered.

Common tag types:

• GA4 Configuration (base setup)
• GA4 Event (custom events)
• Google Ads Conversion
• Facebook Pixel
• LinkedIn Insight Tag
• Custom HTML (for other pixels)

Triggers

Triggers define when tags fire.

Built-in triggers:

• Page View: All Pages, DOM Ready, Window Loaded
• Click: All Elements, Just Links
• Form Submission
• Scroll Depth
• Timer
• Element Visibility

Custom triggers:

• Custom Event (from dataLayer)
• Trigger Groups (multiple conditions)

Variables

Variables capture dynamic values.

Built-in (enable as needed):

• Click Text, Click URL, Click ID, Click Classes
• Page Path, Page URL, Page Hostname
• Referrer
• Form Element, Form ID

User-defined:

• Data Layer variables
• JavaScript variables
• Lookup tables
• RegEx tables
• Constants

Naming Conventions

Recommended Format

B0

Data Layer Patterns

Basic Structure

B1

Page Load Data

B2

Form Submission

B3

Button Click

B4

E-commerce Events

B5

Common Tag Configurations

GA4 Configuration Tag

Tag Type: Google Analytics: GA4 Configuration

Settings:

• Measurement ID: G-XXXXXXXX
• Send page view: Checked (for pageviews)
• User Properties: Add any user-level dimensions

Trigger: All Pages

GA4 Event Tag

Tag Type: Google Analytics: GA4 Event

Settings:

• Configuration Tag: Select your config tag
• Event Name: {{DL - event_name}} or hardcode
• Event Parameters: Add parameters from dataLayer

Trigger: Custom Event with event name match

Facebook Pixel - Base

Tag Type: Custom HTML

B6

Trigger: All Pages

Facebook Pixel - Event

Tag Type: Custom HTML

B7

Trigger: Custom Event - form_submitted

Preview and Debug

Preview Mode

1. Click "Preview" in GTM
2. Enter site URL
3. GTM debug panel opens at bottom

What to check:

• Tags fired on this event
• Tags not fired (and why)
• Variables and their values
• Data layer contents

Debug Tips

Tag not firing:

• Check trigger conditions
• Verify data layer push
• Check tag sequencing

Wrong variable value:

• Check data layer structure
• Verify variable path (nested objects)
• Check timing (data may not exist yet)

Multiple firings:

• Check trigger uniqueness
• Look for duplicate tags
• Check tag firing options

Workspaces and Versioning

Workspaces

Use workspaces for team collaboration:

• Default workspace for production
• Separate workspaces for large changes
• Merge when ready

Version Management

Best practices:

• Name every version descriptively
• Add notes explaining changes
• Review changes before publish
• Keep production version noted

Version notes example:

B8

Consent Management

Consent Mode Integration

B9

GTM Consent Overview

1. Enable Consent Overview in Admin
2. Configure consent for each tag
3. Tags respect consent state automatically

Advanced Patterns

Tag Sequencing

Setup tags to fire in order: Tag Configuration > Advanced Settings > Tag Sequencing

Use cases:

• Config tag before event tags
• Pixel initialization before tracking
• Cleanup after conversion

Exception Handling

Trigger exceptions - Prevent tag from firing:

• Exclude certain pages
• Exclude internal traffic
• Exclude during testing

Custom JavaScript Variables

B10

For monetary tracking, prefer the numeric amount and currency from the application data layer. If a DOM variable is needed, have the application render data-price as an unformatted, non-negative decimal in major currency units; pass its currency separately. Do not infer the amount or currency from presentation text: parseFloat turns $1,234.56 into 1 after removing $, and localized separators have different meanings. A missing or invalid amount returns null, so skip that monetary event or diagnose it before sending; reserve 0 for an explicitly free item.