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GA4 Setup & Event Tracking

This document provides information about Google Analytics 4 (GA4) implementation and event tracking for the UAGC Digital Experience.

Overview​

Google Analytics 4 (GA4) is the primary analytics platform used for tracking user interactions across the UAGC digital properties. This guide covers the setup, configuration, and event tracking strategy.

GA4 Implementation​

Account Structure​

  • GA4 Property: UAGC Digital Experience
  • Data Streams:
    • Website: uagc.edu
    • Mobile Apps: iOS and Android applications
    • Other Digital Properties: Connected through data streams

Basic Configuration​

The following configurations have been implemented in GA4:

  • Cross-domain tracking to maintain user sessions across domains
  • Enhanced measurement for automatic event collection
  • Google Signals for demographic and interest reporting
  • User-ID implementation for cross-device tracking
  • BigQuery export for raw data analysis

Event Tracking Strategy​

Our event tracking follows a hierarchical model with four categories:

  1. Automatically collected events - Built-in GA4 events (page_view, scroll, etc.)
  2. Enhanced measurement events - GA4 automatic tracking (outbound clicks, file downloads, etc.)
  3. Recommended events - Standard GA4 events (login, sign_up, etc.)
  4. Custom events - UAGC-specific events (program_interest, application_step, etc.)

Core Event Parameters​

All tracked events should include these parameters when applicable:

  • page_location: Full URL where the event occurred
  • page_title: Title of the page
  • source: Traffic source (where available)
  • user_role: Type of user (prospect, student, etc.)
  • event_category: General event category
  • event_label: Specific event descriptor

Event Implementation​

Implementation Methods​

Events are implemented through:

  1. Google Tag Manager - Primary method for most events
  2. Data Layer - For complex or developer-implemented events
  3. GA4 Configuration Tag - For basic configuration parameters

Event Naming Conventions​

Event names follow this pattern:

  • Use lowercase snake_case
  • Begin with an action verb (view, click, submit)
  • Include the element type (form, button, link)
  • Be descriptive but concise

Examples:

  • view_program_details
  • start_application
  • complete_form
  • download_resource

Key Events Tracked​

Enrollment Funnel Events​

  • view_program - User views a program page
  • program_interest - User indicates interest in a program
  • start_application - User begins application process
  • application_step_complete - User completes application step
  • application_submit - User submits completed application
  • enrollment_complete - User completes enrollment

Engagement Events​

  • resource_download - User downloads a document
  • video_start - User starts a video
  • video_complete - User completes a video
  • form_start - User starts filling a form
  • form_submit - User submits a form
  • chat_start - User initiates chat
  • search_perform - User performs site search

Event Validation​

All implemented events should be validated through:

  1. GA4 DebugView - For real-time testing
  2. Tag Assistant - For tag verification
  3. BigQuery Export - For data validation
  4. GA4 Reporting - For event reporting validation

Reporting & Analysis​

Standard Reports​

GA4 standard reports provide insights on:

  • Acquisition: Traffic sources and campaign performance
  • Engagement: User interaction and content performance
  • Monetization: Conversion goal performance
  • Retention: User return rates and loyalty

Custom Reports​

Custom reports have been created for:

  • Enrollment Funnel Analysis - Tracking progression through stages
  • Content Effectiveness - Measuring content engagement
  • Program Performance - Comparing program interest and conversion
  • Marketing Campaign Attribution - Evaluating campaign effectiveness