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Implementation Guide for Events in Google Analytics 4

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Events are, after all, pretty much the only thing you can collect in GA4. (View Highlight)

Probably no longer true

While Google Analytics 4 implementation via Google Tag Manager is still somewhat in beta (even if GA4 itself isn’t), it’s still more than possible to set an entire GA4 implementation up with GTM. (View Highlight)

you should avoid collecting more than 500 unique event names in GA4. Even though this limit doesn’t seem to be technically enforced (you can collect 500+ unique events), you’re still in violation of a collection limit, and Google can start enforcing this limit at any time. (View Highlight)

if you go over the quotas in event parameters and custom dimensions, they will still be passed through to the BigQuery export, which makes the BigQuery export a super valuable thing to set up in every single GA4 implementation! (View Highlight)

These quotas and limits will most likely change as the platform matures, so I recommend keeping the documentation bookmarked so that you aren’t blindsided by changes that could impact your data quality. (View Highlight)

Custom events are super powerful, even if Google is oddly diminutive about their use. For some reason, Google really wants you to use anything but custom events (View Highlight)

If something looks off in DebugView, the issue might be at the source (something was wrong with GTM after all), or you could have messed something with GA4’s data stream settings. (View Highlight)

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