Blog Bytebio

GA4 and GTM: Event and Conversion Tracking

Learn how GA4 and GTM can transform data analytics and boost your digital marketing strategy with advanced user behavior analytics.
Understanding user behavior is vital to the success of companies and marketers, so we focus on essential tools such as google analytics 4 (GA4) and Google Tag Manager (GTM). They are fundamental to monitor conversions and user behavior on the website.

In this article we will discuss how GA4 innovates in data analysis with an emphasis on event tracking and privacy, and how GTM makes it easier to implement tags, essential for efficient analytics.

Additionally, we will explore how these tools provide insights for improve conversion rates and drive digital business, and we will present best practices for using GA4 and GTM effectively and securely to make strategic choices based on reliable data.

Top reasons to track events and conversions

Event and conversion tracking is critical to success in today's digital world. By monitoring user activities on your website or app, you can obtain valuable data that can assist you in obtaining the following information:
  • 1

    Deep understanding of user behavior.

    Ao track events, such as button clicks, video views or live chat interactions, we gain valuable insights into what really captures visitors’ attention. This allows you to optimize the user experience, leading to higher conversion rates.
  • 2

    More effective ROI.

    Knowing exactly where your conversions come from (be it a sale, newsletter sign-up or e-book download) allows you to allocate resources more efficiently, optimizing your return on investment in advertising campaigns.
  • 3

    Simplified Integration with GA4 through GTM.

    Google Tag Manager makes it easy to implement tracking tags on your website without the need to edit the code directly. With the arrival of GA4, the integration between these two tools has become even more intuitive. For example, the GTM can be used to install GA4, making the migration process smoother and allowing you to take advantage of GA4's new features more quickly.
  • 4

    Trend analysis and prediction of future behavior.

    GA4 introduced a number of advanced analytics features, including the ability to identify trends and predict future user behaviors. By tracking events and conversions, companies can stay ahead of the curve, anticipating their customers' needs and wants.

    O event and conversion tracking It is not just a technical task, but a powerful strategy to understand and better serve your target audience. Tools like GA4 and GTM make this task more accessible, helping companies grow in a competitive digital environment.
People performing user behavior analysis on the website and app

Google Analytics 4: A Detailed Look

Google Analytics 4 (GA4), released in 2020, represents a new era in web analytics. It builds on the success of Universal Analytics, but with a more flexible, future-focused approach.


Since its release, GA4 has been a vital tool for marketing experts, website owners, and developers. With its emergence, the landscape of web data tracking and analysis has undergone a major revolution in how user behavior data can be analyzed on the web.

It offers a number of innovative features that make it a vital tool for marketing experts, website owners, and developers. Improving event and conversion analysis with:

  • Flexible Data Model: GA4 is based on a flexible data model that allows you to analyze events and conversions in a more granular way, regardless of the platform or device used.
  • Predictive analytics: Uses artificial intelligence to provide predictive insights into user behavior, helping you anticipate your customers' needs and make more strategic decisions.
  • Enhanced Privacy and Security: GA4 was developed with privacy in mind, offering options to minimize data collection and ensure the security of its users' information.
  • Integration with Google Tag Manager: Google Tag Manager (GTM) makes it easy to implement GA4 on your website or app without having to edit the code directly. GTM also lets you manage other marketing and analytics tags in one place.
  • Holistic customer view: GA4 provides a unified view of customer behavior across platforms and devices, helping you better understand the customer journey and optimize your marketing campaigns.
  • Making Smarter Decisions: GA4's predictive insights help you make smarter and more strategic decisions, based on concrete data about your audience's behavior.
  • Greater flexibility and customization: GA4's flexible data model allows you to customize your reporting and analysis to your specific needs.
GA4 screens and features. Source: Google Analytics Help
Google Analytics 4 screens and features
Google Analytics 4: Configuration and use to drive Marketing Analytics and SEO

Main features and news of GA4

  • User-centric and events.

    Unlike previous versions, GA4 focuses on tracking events rather than sessions. This provides a more detailed view of the actions users take on a website or app.
  • Measurement flexibility.

    With GA4, it is easier to add or modify events and parameters without necessarily having to change the site's code, making analysis more agile.
  • Advanced audience analysis.

    GA4 allows you to segment users in more detail, enabling the creation of audiences based on behavior, lifecycle and other metrics.
  • Integration with BigQuery.

    One of the most significant additions is the native integration with BigQuery, which allows users to access and analyze their data in a more advanced and scalable environment.
  • Life cycle-centered view.

    Reports in GA4 are organized around the user lifecycle such as acquisition, engagement, monetization, and retention.
  • Compatibility with the General Data Protection Law (LGPD).

    GA4 is designed with privacy regulations in mind, with features that help sites remain compliant with laws like the LGPD and GDPR.
  • Predictive model

    GA4 uses machine learning to provide predictive insights, such as how likely a given group of users is to unsubscribe or make a purchase.
Google Analytics 4 is a reimagining of web analytics tool, offering a more user-centric approach adapted to contemporary business and privacy needs. For digital professionals, the transition to GA4 is not just an update, but an evolutionary leap in the way we understand and interact with our users online.

What is Google Tag Manager (GTM)?

With so many tools and platforms available in the world of digital marketing, it is common for new terms and applications to appear frequently. One of these tools that has stood out in recent years is the Google Tag Manager, or GTM. But after all, what is it and why is it so relevant to the digital world?

O Google Tag Manager is a Google tool that allows users to create, update and manage tags on a website or application without the need for direct code intervention. A tag, in the digital context, is a fragment of code that serves to collect information about user interactions and behaviors on a platform.
Google Tag Manager Screens

Main Features and Advantages of Google Tag Manager (GTM).

Google Tag Manager (GTM) has revolutionized the management and implementation of digital strategies, becoming an indispensable tool for companies. Below, we explore its main features and advantages:
  • Simplified Management

    GTM has a user-friendly interface that allows you to add, edit or remove tags without having to access the site's source code. This gives autonomy to marketing professionals, who can carry out updates without depending on the IT team.
  • Support for Multiple Tags

    In addition to integrating Google's own tags, such as Google Analytics and Google Ads, GTM supports a wide variety of third-party tags, including advertising, remarketing, and more, providing diverse and comprehensive tag management.
  • Advanced Tracking

    GTM allows you to create specific events to monitor detailed user behaviors. This includes video views, file downloads, and form interactions, offering valuable insights into user behavior.
  • Testing and error reduction environments.

    Before implementing any change, GTM makes it possible to carry out testing in a secure environment, ensuring the correct functioning of the tags and minimizing the risk of errors, avoiding problems such as incorrect tracking information.
  • Flexibility and agility in updates

    Integrating multiple tools and tags in one place provides unparalleled flexibility, giving marketers the ability to make agile updates without the need for a developer, improving time and improving operational effectiveness.
  • Performance and security

    GTM loads tags asynchronously, without interfering with the loading of other parts of the site, helping to maintain the website speed and performance. The tool has robust security features, ensuring that implemented tags do not affect the website integrity and performance or the application.
In short, Google Tag Manager is not just a convenience, but an essential tool that optimizes time, reduces errors and offers autonomy and flexibility to marketers, being crucial for the effectiveness of any company's digital strategies, streamlining actions and complete analyses.
Discover the 5 benefits of analytical marketing consultancy and boost your marketing strategies.

Events and parameters in GA4 in data analysis

Imagine having a physical store without security cameras. You wouldn't know how many people come in, what sections they visit, or what they look at. In the digital world, the event tracking serves as this "camera", allowing you to understand every action a user takes, by understanding this behavior you can:
  • Optimize user experience to increase conversions.
  • Adjust your marketing strategy to attract more qualified traffic.
  • Identify pain points on your platform that may be driving customers away.
Events in GA4 are user interactions or activities that you can measure. These interactions can range from a simple click on a button to completing a purchase. For example:
  • Page view.
  • Video playback.
  • Form submission.
  • Adding a product to the cart and much more.
But to go beyond understanding the context of these events, the GA4 entered parameters. You parameters are additional details about each event, As:
  • Duration of a video playback.
  • Price of the product added to the cart;
  • Category of page visited
To illustrate: When a user watches a video on your website, the event might be "Video Playback." But associated parameters can include "video length", "video name", or "video category".

How events and conversions drive website and campaign success

In an increasingly competitive world, the in-depth understanding of user behavior on your website or campaign has become a crucial tool for success. If you are an entrepreneur, marketing manager or responsible for digital strategies, pay attention: event and conversion data can be your greatest ally!

As explained previously, events refer to specific interactions or activities of users on a website or application. It could be something as simple as clicking a button or viewing a page.

Conversions, on the other hand, are the “crown jewel.” They occur when the user completes an action of value to your business, such as making a purchase, signing up for a newsletter or filling out a contact form.

Why do you need specialized consultancy?

Although the GA4 offers powerful tools, the correct interpretation and application of data requires expertise. Specialized consultancy provides:

  • Precise interpretation: Avoid misunderstandings that can lead to wrong decisions.
  • Custom strategies: Each business is unique, and an in-depth analysis can uncover specific opportunities for your market.
  • Efficient implementation: Don't waste time and resources on trial and error. A consultancy ensures that you are on the right track from the beginning.

These days, ignoring the power of event and conversion data is like navigating without a map. If you're ready to turn these insights into concrete actions that move your business forward, understanding and correctly implementing events and parameters in GA4 may seem like a challenge, but the reward is immense. As experts in SEO e Data analysis, We're here to help you navigate this revolution in data analytics.

See also other features

Check out some content that is worth taking a look at

These services may interest you

See some of the areas we can work on in your business
Have more authority in Google search engines.
Join the Bytebio with your marketing department or agencies.
See what the new Google 2021 metrics are and how you can improve them
Good security practices, routing (DNS), performance...
We provide guidance on the Data Use, Privacy and Cookies Management Policy
Expand the intelligence of your business, with technologies

Learn more about