It’s easy to shout from the rooftops about how awesome GA4 custom events are! It’s intriguing to say that we gain valuable and strategic insights when analyzing custom events in Google Analytics 4. But how can we see stories about a website through the lens of GA4 custom events instead of simple data? Let’s get started!
I have to confess: when I was a little girl, I loved Jules Verne’s books! These were the books I read breathlessly, even by candlelight, and thanks to which I felt that my imagination transcended the limits of fantasy. This could explain my passion for discovering innovations in digital marketing, from defining new KPIs to tools that make our work more efficient! As I grew up, my attention turned to Dan Brown’s books (needless to say, I devoured them all, right?). This could justify my curiosity to find symbols everywhere and explanations for EVERYTHING!
GA4 custom events are the symbols that every brand needs to discover when it comes to user activity on its website. And if it’s an e-commerce store, the situation becomes even more exciting in terms of data analysis! Let’s find out why!
In order to understand the power of data provided by GA4 custom events, we will discuss about a project close to our hearts from 2025, which involved the configuration of these events on the woombikes.ro! The same client for whom we created the most advanced and complex Topical Map in the agency, which we recently discussed in a case study, if you are curious to learn more about this subject.
In Google Analytics 4 reports, we can already see some quantitative information related to user activity on the website, such as:
Did you notice that quantitative indicator “how many events these users performed in total”? It doesn’t tell you so much about what visitors did on the website, does it? And for a premium brand like woombikes, which offers a lightweight, child-friendly bike, it is essential to understand the specific actions parents take in the e-commerce store, depending on each stage of the inbound funnel they are in.
For people in the Consideration stage, we defined the actions they might take on the bikes and accessories pages, such as:
Next, we decided that the most efficient way to configure GA4 custom events was through Google Tag Manager (GTM). We configured triggers for each custom event, meaning the conditions that would trigger each event when the user performed that specific action on the website. Then, we defined the events to which we assigned the triggers created in the previous step and configured parameters to capture more details as well. And voila! GA4 custom events have just been created, and the magic can now begin!
Monthly reports have been significantly improved by including GA4 custom events analysis, as we now have a much clearer overview of the sales funnel, both classic and based on traffic sources. We gather insights every time we want to check the most added products to cart from one month to another or which articles were read to the end, and whether these are the ones that rank highest in search results.
For example, we can see how many people changed the colors for woom 2 or how many times the woom WOW product was added to the cart by parents who accessed the website through organic searches. We can also see that 75% of people scrolled down the woom OFF AIR 4 page, which means that those parents wanted to find out more about the bike’s specifications. Dozens of stories could be told about each GA4 custom event, especially when it is analyzed by traffic sources and pages on the brand’s website.
It’s absolutely wonderful to have access to such data, because the insights we gain from GA4 custom events not only help us finding new ways to improve our media campaigns or social media communication tactics, but also guarantee that we contributes to our business friendship with woombikes Romania. Keep an eye on our blog for more insights into the digital marketing world.
I have to confess: when I was a little girl, I loved Jules Verne’s books! These were the books I read breathlessly, even by candlelight, and thanks to which I felt that my imagination transcended the limits of fantasy. This could explain my passion for discovering innovations in digital marketing, from defining new KPIs to tools that make our work more efficient! As I grew up, my attention turned to Dan Brown’s books (needless to say, I devoured them all, right?). This could justify my curiosity to find symbols everywhere and explanations for EVERYTHING!
GA4 custom events are the symbols that every brand needs to discover when it comes to user activity on its website. And if it’s an e-commerce store, the situation becomes even more exciting in terms of data analysis! Let’s find out why!
It’s more than just a new KPI on the dashboard
In order to understand the power of data provided by GA4 custom events, we will discuss about a project close to our hearts from 2025, which involved the configuration of these events on the woombikes.ro! The same client for whom we created the most advanced and complex Topical Map in the agency, which we recently discussed in a case study, if you are curious to learn more about this subject.
In Google Analytics 4 reports, we can already see some quantitative information related to user activity on the website, such as:
- In the Acquisition report, we discover how many new or returning users access the brand’s website from Organic Search, Email, Paid Social, and so on. We also find out how many engaged sessions were recorded, what average engagement time visitors spent on website, what engagement rate was gained, and how many events these users performed in total by traffic sources.
- In the Engagement report, we discover how many active or new users access each page of the brand’s website, what average engagement time visitors spent on each page, how many engaged sessions were recorded, and how many events these users performed in total by page path and screen class.
Did you notice that quantitative indicator “how many events these users performed in total”? It doesn’t tell you so much about what visitors did on the website, does it? And for a premium brand like woombikes, which offers a lightweight, child-friendly bike, it is essential to understand the specific actions parents take in the e-commerce store, depending on each stage of the inbound funnel they are in.
How to create GA4 custom events for more qualitative insights
In order to find out more qualitative information about how parents navigate the pages of the woombikes.ro, we concluded that the best way to do this is to create GA4 custom events. What are these types of events? Well, these are user-defined events that collect data not automatically tracked by Google Analytics 4, and which allows us to monitor specific user interactions on the website. Depending on their funnel’ stage, users visit woombikes.ro for various reasons: either with the intention of learning more about the brand’s bikes and accessories (if they are in the Consideration stage), or with the intention of placing an online order (they are already in the Decision stage). Or even to find inspiration in the articles published on the woom blog (regardless of the stage they are at, especially since the articles are divided into subcategories related to the four stages of the inbound marketing funnel). These various intentions of parents translate into a series of actions they can perform on the website, using the buttons and features available on the pages, from changing the color of the desired bike model to downloading the instruction manual for any woom bike.
For people in the Consideration stage, we defined the actions they might take on the bikes and accessories pages, such as:
- They changed the color of the bike or the size of an accessory;
- They swiped through the gallery of product photos;
- They clicked on an accessory in the recommended section;
- They played a product presentation video…
Next, we decided that the most efficient way to configure GA4 custom events was through Google Tag Manager (GTM). We configured triggers for each custom event, meaning the conditions that would trigger each event when the user performed that specific action on the website. Then, we defined the events to which we assigned the triggers created in the previous step and configured parameters to capture more details as well. And voila! GA4 custom events have just been created, and the magic can now begin!
Let’s see stories where other people see just data
At Digitalee, we really believe that data analysis tells the whole story about the brand performance across each channel! This is also the case of GA4 custom events.
Monthly reports have been significantly improved by including GA4 custom events analysis, as we now have a much clearer overview of the sales funnel, both classic and based on traffic sources. We gather insights every time we want to check the most added products to cart from one month to another or which articles were read to the end, and whether these are the ones that rank highest in search results.
For example, we can see how many people changed the colors for woom 2 or how many times the woom WOW product was added to the cart by parents who accessed the website through organic searches. We can also see that 75% of people scrolled down the woom OFF AIR 4 page, which means that those parents wanted to find out more about the bike’s specifications. Dozens of stories could be told about each GA4 custom event, especially when it is analyzed by traffic sources and pages on the brand’s website.
It’s absolutely wonderful to have access to such data, because the insights we gain from GA4 custom events not only help us finding new ways to improve our media campaigns or social media communication tactics, but also guarantee that we contributes to our business friendship with woombikes Romania. Keep an eye on our blog for more insights into the digital marketing world.
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