Analytics snippets
How to Send Custom GA4 Events from an A/B Test
★★★ Technical level 3 of 3
Written by Neil Webley · Last updated
Measure experiment-specific actions with consistent custom GA4 events.
What you need to know
Use Fire GA Event for behaviour that answers the hypothesis. Prefer a GA4 recommended event when it accurately fits.
How to use it safely
Use stable lowercase names, document parameters, never send personal information, and check consent and duplicate firing in DebugView.
Before publishing
- Use Staging to test control and every variant.
- Check matching and non-matching locations.
- Verify mobile, desktop, accessibility and analytics behaviour.
- Ask someone else to review the setup.