Because GA4 uses an event based data model, one of the biggest changes is how you track and look at events. In Universal Analytics, you have 3 levels to an event - the event category, event action, event label. This concept doesn't exist in GA4 anymore, now you have an event name and event parameters
Because all of our events are built using an event category, action, label, rather than completely changing our event structure and jeopardizing what we already know and are comfortable with, below is how Digital Retailing events work in GA4.
- The event category from Universal Analytics is now the event name in GA4
- The event action and event label from Universal Analytics are now event parameters
- What are event parameters? Think of these as custom dimensions - essentially additional pieces of information that you want to pass as part of an event.
Example: Say you want to see the top events fired on the used vdp page. If you click on the event 'R-online-vdp-used' you'll be taken to a page that looks like this where you will see all parameters being passed on that event. In the screenshot below, you can see the event_action parameter which shows the actual clicks happening on this page.
