About the types of events you can collect and the "All events" report
In this article:

About events

Events in Google Analytics 4 properties fall into four categories: 

  • Automatically collected events are collected automatically with basic data collection.
  • Enhanced measurement events are collected automatically if you have enabled enhanced measurement. You can enable/disable the collection of individual enhanced measurement events via the Admin page within your Google Analytics 4 property. 
  • Custom events are events that you name and implement yourself. Before implementing a custom event, check that there is not an automatic, enhanced measurement, or recommended event that already provides what you need. Learn how to implement custom events for web and app.

All events report

To see information about the events you collect, click All events in the left reporting pane.

Summary table

The table lists the events that were triggered in your app during the active date range.

The table shows the following metrics for each event:

  • Count: number of times the event was triggered
  • Users: number of users who triggered the event

Click an event in the table to see a detail report for that event. The information in each detail report varies according to the event.

Event metrics

The following metrics are provided for each event:

  • Event count: number of times the event was triggered
  • Users: number of users who triggered the event
  • Count per user: average number of times per user that the event was triggered
  • Value: sum of all VALUE parameters supplied with the event. Use this context-sensitive metric to track any data that is valuable to your app (e.g., revenue, time, distance).

The metrics reflect different information depending on the event. For example, Event count for first_open indicates the number of times the app was opened for the first time, while Event count for in_app_purchase indicates the number of times an in-app purchase occurred in the app.

Enable events as conversions

Conversions are your most important events. By designating an event as a conversion, you facilitate attribution reporting and postback capacity for that event. Additionally, conversion events are uploaded immediately by the SDK in order to make them actionable more quickly.

You may add up to 30 events per property as conversions, in addition to the default conversions.

To enable an event as a conversion:

  1. Click All events.
  2. In the row for the event, turn on the switch in the Mark as conversion column.

Once you enable an event as a conversion, it is available in Conversions. Attribution reporting begins for that event at the time you enable it as a conversion. Click an event to see the report for that event.

You cannot designate the ad_click and ad_impression events as conversions.

The VALUE event parameter supplied with conversion events must be a number, and it must be accompanied by a currency code.

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