Custom event tracking in GA4 for SaaS

As Google Analytics 4 becomes the new standard, many SaaS professionals are eager to unlock its potential beyond basic metrics. Yet, harnessing custom event tracking to gain real insights remains a challenge.

In her BrightonSEO talk, Bengü explained SaaS professionals how to go beyond mainstream metrics such as views, sessions to to capture and interpret key user actions like feature usage, sign-ups, and upgrades - transforming traditional analytics into a valuable tool for growth.

Get the know-how to improve onboarding, drive feature adoption, and increase conversions, using data that truly guides strategic decisions for SaaS success.

Transcript

3. SaaS success depends on what users do, not just where they go. #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
5. Why SaaS Needs Custom Event Tracking in GA4 Visit → Sign-up → Onboarding → Feature Use → Upgrade #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
7. Default GA4 Metrics SaaS Needs First_visit User Engagement Form_submit Qualified Lead Conversion Session_start Onboarding Progress User_engagement Feature Adoption Metrics Complete list: https://support.google.com/analytics/answer/9234069?hl=en #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
8. Custom events allow you to #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
12. What you’ll learn today #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
13. How to configure custom events in GA4 💘 with the help of our dearest GTM 💘 #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
14. How to decide which type of custom events should you track to optimize your SaaS business #brightonseo
15. #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
16. Setting up a custom event in GA4 via GTM #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
17. 1/6 - Create a new tag in GTM #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
18. 2/6 - Select event type #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
19. 3/6 - Define the event #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
20. 4/6 - Create a trigger to fire event #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
21. 5/6 - Debug in Preview Mode #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
22. 6/6 - Observe event counts #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
23. Custom event types that align with SaaS business goals #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
24. #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
27. 👥 User acquisition and engagement #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
28. Question: Which pages do users engage with? #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
29. Track events such as sign_up newsletter_sign_ups #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
30. Track events such as blog_shares clicks_on_in_content_links #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
31. 🧲 Lead generation #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
32. Question: Which landing pages generate the most interest of potential users? #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
33. Track events such as contact_request button_clicks #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
34. Track events such as feature_demo live_chat_interactions #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
35. ⛓ Search and navigation #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
36. Question: Which links are being ignored? #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
37. Track events such as internal_link_click cta_click #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
38. Track events such as sign_up_click footer_link_click #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
39. ❤ Product usage and feature adoption #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
40. Question: How do users interact with the product & which features are popular? #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
41. Track events such as downgrade_button copy_invite_link #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
42. Track events such as export_html custom_modules #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
43. Tips for better custom event tracking #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
44. #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo event_1 event_2
45. Focus on high-value action #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
46. Test before submit #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
47. Educate your team #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
48. Key Takeaways ✔ Custom events let you track actions that matter. ✔ Setting up events in GA4 is simple but powerful—focus on high-value actions. ✔ Use event data to optimize onboarding, feature adoption, and conversion funnels. ✔ Small tracking tweaks can lead to significant business growth. #brightonseo /bengu-sarica-dincer/ @bngsrc @bngsrc.bsky.social @brightonseo
50. Have you met me? #brightonseo /bengu-sarica-dincer/ @bngsrc THANK YOU! To get the presentation @bngsrc.bsky.social More custom event examples: https://docs.google.com/spreadsheets/d/1DefEJuR2RPk8r 0p_EWrfZhbBb-YL3L0umywCYEvsTEw/edit?usp=sharing