Google Analytics 4 has updated how custom events work. The platform now requires either a config command or the Google tag installed on your web page before sending any custom events.
The change addresses issues where events would appear in reports with (not set) attribution values. Previously, custom events could be sent without proper configuration, resulting in incomplete reporting data.
This requirement improves analytics data in two ways. It ensures proper attribution for all events, providing accurate insights into user behavior. It also maintains data quality by preventing events from being tracked without configuration context.
Website owners and developers should verify their setup by confirming either:
- A config command for GA4 implementation
- The Google tag installed on web pages
For those using custom events, checking your configuration will help prevent gaps in data collection. Custom events will be tracked with improved attribution and data quality with proper configuration.
The update aligns with GA4's focus on data accuracy and implementation standards to maintain reliable analytics data.
