Not sure which custom events to build first? This library covers the most useful GA4 events for established businesses, organized by what they help you measure.
Lead Generation Events
- form_submit: fires when a contact or quote form is completed
- phone_click: fires when a visitor clicks a phone number link
- email_click: fires when a visitor clicks an email address link
- chat_started: fires when a visitor opens your live chat widget
Ecommerce Events
- add_to_cart: fires when a product is added to the cart
- begin_checkout: fires when checkout starts
- purchase: fires when an order is completed
- view_item: fires when a product page loads
Engagement Events
- file_download: fires when a PDF or document is downloaded
- video_engagement: fires at video start, 25 percent, 50 percent, and completion
- newsletter_signup: fires when an email opt in form is submitted
How To Use This Library
Pick the events that match actions your customers actually take on your site. Build them in Google Tag Manager, test them in Preview mode, then mark the important ones as key events inside GA4 so they show up in your conversion reports.
Frequently Asked Questions
Do I need every event on this list?
No. Start with the events tied to your top business goals, like form_submit or purchase. You can always add more later as your tracking needs grow.
What is the difference between an event and a key event?
Every action GA4 tracks is an event. A key event is an event you have marked as a meaningful business outcome, so it shows up in your conversion reporting.
BOOK A FREE 30 MINUTE CALL →
Not sure which events matter for your business? We will help you figure it out.