Tracking data effectively is the backbone of every successful marketing strategy, especially for businesses looking to scale. And now that Google Analytics 4 (GA4) is the default analytics platform, understanding how to properly set up custom events and custom conversions is no longer optional… it’s essential.
Businesses using clear event tracking improve their marketing ROI. Why? Because decisions become data-driven, not guesswork-driven.
But if GA4 feels confusing, you’re not alone. Many business owners struggle with the transition from Universal Analytics. That’s why this guide breaks it all down, step-by-step.
And here’s the good news:
If setting up analytics feels overwhelming, this is exactly where outsourcing your marketing becomes invaluable. Our article explains it well: Why Outsourcing Your Marketing Might Be the Smartest Move for Your Business in 2025.
Let’s walk through how to set up GA4 custom events and conversions.
Why GA4 Event Tracking Matters More Than Ever
GA4 gives your business an advantage Universal Analytics never could:
- Deeper insights into the customer journey
- Event-based tracking that captures real behaviours
- Better alignment with privacy updates
- Predictive analytics for purchase probability
- Multi-device, cross-platform tracking
For many SMEs competing in crowded markets, this means smarter decisions, better targeting, and higher ROI on marketing spend.
Step-by-Step: How to Set Up Custom Events in GA4
GA4 automatically tracks several basic events (scrolls, page views, clicks). But for real business intelligence, you need custom events that match your goals. Think:
- “Book Call” button clicks
- Form submissions
- Product video views
- Add-to-cart interactions
- Download actions
- Pricing page visits
- Checkout start
Here is how to track them:
Step 1: Go to GA4 Admin Panel
- Log into Google Analytics
- Select your property
- Click ‘Admin’ at the bottom-left corner
Under the Property column, you’ll see:
- Events
- Conversions
- Custom definitions
You’ll use all three.
Step 2: Navigate to “Events”
Click Events → Create Event
This is where you build new tracking rules.
You can either:
- Modify an existing event
- Or create a brand-new event
Example: Tracking a “Book Consultation” button
Event Name: book_consult_click
Matching Conditions:
- event_name = click
- AND link_url contains “/book-call”
Click Create.
Tip: Use exact URLs from your website for accuracy.
Step 3: Verify Using Real-Time Reports
After creating your event, test it live.
Go to Reports → Realtime
Click your button or trigger the action.
If done correctly, GA4 will show the event instantly. (If not, recheck your conditions.)
How to Mark a Custom Event as a Conversion
Once your event is firing properly:
- Go back to Admin → Events
- Find your event in the list
- Toggle Mark as Conversion
OR use the “Conversions” tab → New Conversion Event
This tells GA4: “This action matters for revenue, leads, and strategy.”
Tip: Track everything that influences growth, such as:
- Form submissions
- Phone number clicks
- Add-to-cart
- Checkout start
- Email signup
- Demo booking
This data is what helps you scale and what agencies rely on to optimize campaigns.
Final Tips for GA4 Success
- Always name events in simple, readable formats
- Test everything using Realtime mode
- Use Google Tag Manager for advanced setups
- Track micro-conversions (scroll depth, button views)
- Create custom reports inside Explore
- Review your conversion paths monthly
- Align event tracking with marketing goals
The better your tracking, the better your marketing performs. Whether you’re running ads, email campaigns, or organic strategies, GA4 data helps you optimize what works, and drop what doesn’t.
If you’re serious about scaling your business, accurate tracking is not optional, it’s essential. This is exactly the kind of technical work that agencies like Moonstone Digital handle daily for clients across Waterloo, Kitchener, and Canada.
Explore what we do, by visiting our service page