GA4 Events and Enhanced Measurement for Marketers

#01The four kinds

#02When enhanced measurement is not enough

form_submit fires on many form submissions, including newsletter sign-ups and search boxes, and it may fire on failed submissions. For a demo or contact form that feeds pipeline, fire a dedicated generate_lead event on the success state instead, with a parameter for the form:

gtag('event', 'generate_lead', {
  form_id: 'demo_request',
  lead_source: 'website'
});

In Tag Manager, the same event is a GA4 Event tag triggered by your form's success (a thank-you page view or a dataLayer push).

#03Naming rules that keep reports readable

• Lowercase snake_case: pricing_toggle, not Pricing Toggle.
• Verb or object first, consistently: video_start, video_complete.
• Put detail in parameters, not event names: cta_click with cta_id, not cta_click_header_blue.
• Check Google's event collection limits before inventing schemes with many parameters.

Our view: if a custom event will never drive a decision, don't send it. Every extra event is something a teammate must interpret.

Next: Key events: what replaced conversions. Or return to the GA4 for Marketers track.

#04Common questions

What does enhanced measurement track? Page views, scrolls, outbound clicks, site search, video engagement, file downloads and form interactions, each of which you can switch on or off in the web stream settings.

Should I use recommended event names? Yes, where one fits. Names like generate_lead, sign_up and purchase unlock features and make reports easier to read than invented names.

Is there a limit on event names? Yes. Google lists collection limits such as 40 characters for event names and 25 user properties. Data over a limit is not logged.