What is a GA4 event?

Analytics should make decisions easier. If it only creates more tabs and dashboards, something is off.

In GA4, almost everything is an event, a page view, a scroll, a form submission, a purchase. That event-based model is more flexible than the old Universal Analytics but far less forgiving of sloppy setup, because event structure determines what you can analyze later. Planning your event taxonomy early is what separates 'we have GA4' from 'we can trust our GA4 data.'

• Define the business question before building the report
• Track meaningful actions like forms, calls, purchases, and qualified leads
• Separate useful signals from vanity metrics
• Connect marketing activity to outcomes
• Review data often enough to change what happens next

How Field Theory helps

• GA4 and Google Tag Manager implementation
• Custom dashboards and reporting systems
• KPI frameworks tied to business goals
• Form, phone, campaign, and conversion tracking
• Clear reporting that helps teams decide what to do next

Good data should not just describe what happened. It should help decide what happens next.