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Google Analytics 4 (GA4) is a new version of Google Analytics with an updated data model. Unlike Universal Analytics, which was based on sessions and pageviews, GA4 focuses on events and provides a much more flexible and powerful system for data collection and analysis.
In this article, we will look at what the data structure in GA4 consists of and how the key elements work: events, parameters, and user properties.
1. Events
An event is any user action you want to capture. In GA4, everything is an event: pageview, click, file download, transaction, and even first interactions with the site.
Key features of events in GA4:
- Events do not have a strict hierarchy (unlike UA, which had categories, actions, and labels).
- Each event can contain a set of parameters.
- There are predefined recommended events, but you can also create your custom events.
2. Parameters
Parameters are additional information that describes the event in more detail. You can say parameters are the properties of an event.
What to know about parameters:
- Each event can contain up to 25 parameters.
- There are standard parameters (for example, page_location for pageviews).
- You can add custom parameters for unique needs.
Example: For the event button_click, parameters might be:
- button_name – the name of the button
- page_title – the title of the page where the click happened
- click_position – the position of the button on the page
3. User Properties
User properties are attributes that describe the user, not a single event. They help segment the audience and analyze the behavior of user groups.
Features of user properties:
- You can set up to 25 user properties per project.
- Examples: user_type (new/returning), membership_level (basic, premium).
- User properties are usually set once and updated as needed.
How do they all work together?
- When a user interacts with the site, an event is recorded (for example, page_view or purchase).
- Parameters are automatically or manually added to the event (for example, page title, purchase amount).
- At the same time, user properties (e.g., subscription level) may be assigned to the user, which will be available for analysis throughout the entire session and beyond.
Why is this important?
- Flexibility: You can collect any data without being limited by rigid categories.
- Powerful analysis: The combination of events and user properties allows you to build detailed reports and segments.
- Future of analytics: This model is becoming the standard in modern platforms.
Conclusion
Understanding the GA4 data structure is the foundation for the correct setup and use of analytics. Events, parameters, and user properties are the three pillars on which the whole system stands. Configure them correctly, and you will get the most useful and accurate data for decision-making.
