This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).

[GA4] Event creation vs. audience triggers

This article is for website and/or app owners who want to understand the difference between creating events and creating audience triggers in Google Analytics.

The following table outlines the key technical differences between event creation and audience triggers.

  Event creation Audience triggers
Data scope


User, session or event
Event Limits

Up to 50 modifications to existing events and up to 50 custom events.

Collection limits also apply (e.g. 100K events per user per day).

Up to 20 audience triggers per property (from the limit of up to 100 audiences per property)
When it is calculated Client side (before data is sent to Google Analytics) During data processing (after data is sent to Google Analytics) when users become part of and/or refresh their audience membership
Shows up in Chrome DevTools Network tab Yes, because it's calculated on the client side No, because it's calculated during data processing (not on the client side)
gtag.js/Google Analytics for Firebase SDK dependency Yes No (can work using Measurement Protocol / Data import)
Modify parameters/values Yes No
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