Understanding how events are set up in Google Analytics 4 (GA4) is crucial, as it directly impacts the accuracy and consistency of the data you collect. Different setups can lead to discrepancies in results, and here’s why:
1. Event Naming and Configuration:
Inconsistency in Naming: In GA4, the naming of events is flexible, allowing for customized names. If similar events are named differently across various sections of a website or in different campaigns (e.g., “purchase” vs. “buy_now”), it leads to fragmented data, making it difficult to analyze overall user behavior.
Event Parameters: Events in GA4 can carry additional information through parameters. If parameters are not consistently set up (e.g., some “purchase” events carry price information while others don’t), this can lead to incomplete data and discrepancies in reporting.