1. Default Events Tracked

GA4 Events (Generic Implementation):

• CTA Clicks

• Internal Link Clicks

• External Outbound Link Clicks

• Social Clicks

• Downloads

• Navigation Clicks

• Contact Link Clicks

• Search

• Page Scroll

• Video Tracking

Enhanced Ecommerce Standard Events:

• View Item List

• View Item

• Select Item

• Add To Cart

• Begin Checkout

• Add Payment Info

• Purchase

2. Domain Configuration

Cross-domain measurement allows activity to be accurately attributed to a single user as they cross domains.

• Outbound clicks that would ordinarily trigger an event via enhanced measurement are ignored when the outbound link leads to a domain listed as part of cross-domain measurement.

Steps:

1. In Admin, click Data Streams in the Property column.

2. Click Web, then select a web data stream.

3. In web stream details, click Configure tag settings (bottom).

4. Under Settings, click Configure your domains.

5. Under “Include domains that match ANY of the following conditions”:

   • Choose a match type.

   • Under Domain, enter the identifier for the domain you want to match (e.g., example.com)

   • Click Add condition to add the next domain. (Add each domain you want to include in cross-domain measurement.)

6. Click Save.

3. Setup Assistant

1. In the GA4 Admin page under the “Property” column, click Setup Assistance.

2. Look for Set up conversions → click the Actions menu on the right.

• By default, GA4 only records Purchase as a conversion.

• You can add additional conversions.

  

Google Signals:

• Collects data on users who turned on Ads Personalization and signed into their Google Accounts.

• To enable:

  • In Setup Assistant, look for Turn on Google Signals.

  • Click Actions menu → Manage Google signals.

  • Click Get Started > Continue > Activate.

Tip:
Mark all tasks as completed to stop seeing:

“This property is not fully set up. You can complete the recommended setup checklist in the Setup Assistant.”

For each task:

• Click the arrow on the far right.

• Select Mark as complete.

  

4. Identify Unwanted Referrals

Referrals = traffic arriving on your site from another source (links on third-party domains).

By default, Analytics recognizes referral sources and displays them in reports.

Why configure?

• You may want to exclude certain domains from referral traffic (e.g., payment processors).

Steps:

1. In Admin, click Data Streams.

2. Select Web, then click your web data stream.

3. In stream details, click Configure tag settings.

4. Under Settings, click Show all.

5. Click List unwanted referrals.

6. Under “Include referrals that match ANY of the following conditions”:

   • Choose a match type.

   • Enter the domain (e.g., example.com).

   • Add more conditions as needed (OR logic).

7. Click Save.

   

   

5. UTM Parameters

By adding UTM parameters to destination URLs in referral links and ads, you can identify which campaigns drive traffic.

Common UTM Parameters:

1. utm_id – Campaign ID (required for GA4 data import).

2. utm_source – Referrer (e.g., google, newsletter4).

3. utm_medium – Marketing medium (e.g., cpc, banner, email).

4. utm_campaign – Campaign name, slogan, or promo (e.g., spring_sale).

5. utm_source_platform – Platform responsible for traffic (e.g., Search Ads 360).

6. utm_term – Paid keyword.

7. utm_content – Differentiates creatives (e.g., two CTAs in one email).

8. utm_creative_format – Format type (display, native, video).

9. utm_marketing_tactic – Targeting criteria (remarketing, prospecting).

Each parameter must be paired with a value that you assign.

6. Internal Traffic

You can filter out traffic from specific IP addresses or ranges so internal users don’t appear in reports.

• You can create up to 10 filters per property.

Step 1: Identify Internal Traffic

Analytics will add a traffic_type parameter to every incoming event.

1. In GA4, click Admin.

2. Confirm the correct account/property.

3. In the Property column, click Data Streams.

4. Select a web data stream.

5. In details, click Configure tag settings.

6. Click Show all.

7. Click Define internal traffic.

8. Click Create.

9. Enter a rule name.

10. Enter a value for the traffic_type parameter.

Path:
Data Stream > Web Stream > Configure Tag Settings > Define Internal Traffic > Create

Step 2: Create a Data Filter

1. In GA4, click Admin.

2. Confirm the correct account/property.

3. In the Property column, click Data Settings > Data Filters.

4. Click Create Filter.

5. Choose Internal Traffic.

6. Enter a filter name (must be unique, up to 40 chars).

7. Choose Exclude → filters out events where traffic_type matches your rule.

8. Choose filter state:

   • Testing – identifies but doesn’t apply permanently.

   • Active – applies to incoming data permanently.

   • Inactive – doesn’t evaluate.

9. Click Create.

Path:
Data Settings > Data Filters > Create Filters > Internal Traffic > Exclude

7. Custom Dimensions / Metrics Addition

You can create Custom Dimensions and Metrics from event parameters and user properties.

• Found under Admin > Custom Definitions > Create Custom Dimensions.

  

  

Examples: