GA4 Event and Conversion Tracking Flashcards

A digital marketing manager sets up a 'generate_lead' event in Google Analytics 4. To analyze which specific forms on the website are generating the most leads, what additional configuration is necessary?

Answer: Create an event-scoped custom dimension for a 'form_name' parameter sent with the event.

To differentiate between various lead generation forms using the same 'generate_lead' event, you must send an additional piece of information (a parameter) with the event, such as 'form_name'. To use this parameter for analysis in GA4 reports, you must register it as an event-scoped custom dimension. This makes the parameter data visible and usable within the GA4 interface for reporting and analysis. User-scoped dimensions apply to all events from a user, not a specific event, and simply enabling Enhanced Measurement or marking the event as a conversion won't provide the specific form details needed.

An e-commerce site wants to track every single purchase as a conversion, even if a user makes multiple separate purchases within the same session. Which conversion counting method should be selected for their 'purchase' event in GA4?

Answer: Once per event

The 'Once per event' counting method ensures that GA4 records a conversion every time the specified event occurs. This is ideal for transactions like purchases where each instance is valuable and should be counted individually. The 'Once per session' method would only count the first purchase in a session, under-reporting the total number of transactions.

Which of the following event types in Google Analytics 4 requires you to enable a specific setting in the data stream configuration to be collected automatically?

Answer: Enhanced measurement events

Enhanced measurement events, such as scrolls, outbound clicks, site search, and file downloads, are collected automatically by GA4 but only after the feature is explicitly enabled within the settings of a web data stream. Automatically collected events like 'session_start' and 'first_visit' are tracked by default without any configuration. Recommended and custom events require manual implementation.

An analyst has created a custom event called 'video_watch_milestone' to track when users reach 25%, 50%, and 75% of a video's length. What is the maximum number of custom parameters they can send with each 'video_watch_milestone' event?

Answer: 25

Google Analytics 4 allows a maximum of 25 custom parameters to be sent with any single event. This limit includes any automatically collected parameters for that event. Therefore, when designing custom events, it's important to be mindful of this constraint.

What is the first step required to begin tracking a specific user action, like a newsletter signup, as a conversion in Google Analytics 4?

Answer: Ensure the user action is being collected as an event.

In GA4, conversions are simply events that you mark as important. Therefore, before an action can be tracked as a conversion, it must first be sent to GA4 as an event. Once the event (e.g., 'newsletter_signup') is being collected and appears in your events list, you can then mark it as a conversion in the GA4 admin interface.

A user visits a website for the first time from a paid search ad. Two days later, they return directly by typing the URL and make a purchase. If you are analyzing a report using the 'Session source / medium' dimension, what will be attributed to the session where the purchase occurred?

Answer: direct / none

The 'Session source / medium' dimension is session-scoped, meaning it reflects the traffic source of that specific session. Since the user came directly to the site for the session in which they purchased, the source/medium will be 'direct / none'. The 'First user source / medium' dimension, which is user-scoped, would have retained the value of 'google / cpc' from the initial visit.