Understanding Enhanced Measurement in GA4

Published: 13 June 2023

Understanding Enhanced Measurement in GA4

In the digital world where data-driven decisions are key to business success, Google Analytics 4 (GA4) offers a new feature, enhanced measurement. This attribute is designed to provide comprehensive automatic tracking, making it easier for website owners and digital marketers to understand how users interact with their websites. Unlike the manual setup required in previous versions of Google Analytics, enhanced measurement works to streamline the data collection process, saving time and effort.

In this article, we’ll take a closer look at enhanced measurement in Google Analytics 4, including what it is, how it works, and how to set it up. So, whether you’re new to Google Analytics 4 or you’re just looking for a refresher on enhanced measurement, this article is for you.

Table of Contents:

  1. How Enhanced Measurement Works
  2. How to Set Up Enhanced Measurement in Google Analytics 4
  3. How to Find Enhanced Measurement Events in Google Analytics 4
  4. Frequently Asked Questions about Enhanced Measurement Events in GA4
  5. Conclusion

How Enhanced Measurement Works

The premise behind enhanced measurement is relatively straightforward. It works by automatically detecting and capturing specific user interactions or events on your website. After you’ve enabled enhanced measurement, GA4 starts monitoring these user actions, presenting a richer view of user behavior and engagement. This data can subsequently inform your digital marketing strategy, helping you to optimize your website and maximize ROI.

Enhanced measurement events are a type of event in Google Analytics 4 (GA4). Other event categories in GA4 include:

  1. Automatically collected events: These events are automatically triggered and logged by GA4 when a user performs a certain action on your website or app
  2. Recommended events: These events are similar to automatically collected events, but they require you to take additional steps to enable them
  3. Custom events: These events are events that you define; you can use custom events to track any type of user interaction that is not covered by the automatically collected or recommended events

Enhanced measurement events are automatically triggered and logged on certain predefined user activities. However, they are only logged when you have enabled enhanced measurement in your GA4 property.

How to Set up Enhanced Measurement in Google Analytics 4

To enable GA4 enhanced measurement events tracking, you need to take the following steps:

  1. Go to the GA4 reporting view and click on “Admin
  2. GA4 admin tab

  3. Select “Data Streams” under the “Property” column
  4. GA4 data streams tab

  5. Click on your web data stream
  6. Data streams

    Note that you can enable enhanced measurement only on a web data stream.

  7. Next, toggle the switch button near “Enhanced measurement
  8. Streams details

    Note that page view events are tracked even if the button is off.

    When you switch the toggle, your GA4 view will also start tracking the following events:


  9. If you want to track only particular enhanced measurement events, just click on the gear icon and turn off the switch next to the one you don’t want to track
  10. Track enhanced measurement events

    Choose enhanced measurement events

  11. Then click on the “Save” button

Save enhanced measurement events

How to Find Enhanced Measurement Events in Google Analytics 4

  1. Navigate to your GA4 reporting view
  2. Go to “Events” under “Engagement

GA4 events tab

You will now see the list of all enhanced measurement events recorded in your GA4 view.

Recorded enhanced measurement events

Alternatively, you can see the list of all the enhanced measurement events in the “Events” report under “Configure.”

GA4 events reports

Frequently Asked Questions about Enhanced Measurement Events in GA4

  1. What are enhanced measurement events?

    Enhanced measurement events are a set of predefined events that are automatically tracked by Google Analytics 4. These events provide more detailed information about user behavior than standard events, such as page views and sessions.

  2. What are the benefits of using enhanced measurement events?

    Enhanced measurement events can provide a number of benefits, including:

    • More accurate data about user behavior
    • Improved insights into how users interact with your website or app
    • Better ability to measure the effectiveness of your marketing campaigns
  3. What are some of the limitations of enhanced measurement events?

    Enhanced measurement events are not perfect and there are some limitations to consider, such as:

    • Not all events are available for all properties
    • Some events may not be accurate or complete
    • Enhanced measurement events can increase the amount of data that is collected and stored, which can impact performance

    Overall, enhanced measurement events can be a valuable tool for businesses that want to improve their understanding of user behavior and the effectiveness of their marketing campaigns.


Enhanced measurement is a powerful tool that can help you to improve the accuracy, insights, and reporting of your GA4 data. If you are not already using enhanced measurement, we encourage you to learn more about it and consider implementing it in your GA4 property.

If you need help with enhanced measurement, don’t hesitate to get in touch with us. We would be happy to help you get started. We offer GA4 training, consulting, and support services to help you implement and use enhanced measurement effectively.

Enhanced Measurement in GA4

Get in touch

Got a question? We'd love to hear from you. Send us a message and we'll respond as soon as possible.

    By clicking submit, you agree to our Privacy Policy

    Latest Insights

    Get the tips from our experts to optimize and scale your campaigns

    14 September 2023

    How Much Do Google Ads Cost in 2023?

    In 2023, Google Ads costs are expected to rise by 20%-30%, up from a 5%-19% increase in 2022. This article breaks down Google Ads pricing, helping you budget effectively and understand key cost factors.

    Learn more

    7 September 2023

    7 Microsoft Advertising Tips to Boost Your Results

    Want to maximize your Microsoft Advertising results? Here are 7 essential tips to help you improve your ROI, increase your reach, and get more out of your advertising budget.

    Learn more

    6 September 2023

    Demand Gen Campaigns: What’s New and How to Use Them?

    Learn about the new Demand Gen campaigns from Google Ads and how you can use them to generate more leads and sales.

    Learn more

    1 September 2023

    How Marketing Teams Can Take Advantage of Generative AI

    Generative AI is a game-changer for marketing. Discover how you can use this technology to create more personalized customer experiences and drive more conversions.

    Learn more

    31 July 2023

    10 Tips for Marketing Male Supplements with Social Media

    Discover the best way to promote your male supplement company with our comprehensive guide. Learn how to use social media to promote your products and generate leads.

    Learn more

    20 July 2023

    How Marketers Can Use GA4 to Improve Campaign Performance

    Study our guide to GA4 for marketers and learn how to track your marketing performance, measure your ROI, and make better decisions.

    Learn more

    14 July 2023

    Understanding Data Filters in Google Analytics 4

    Want to get more out of your Google Analytics 4 data? Learn how to use GA4 filters to see the data that matters most to you.

    Learn more

    10 July 2023

    How Google AI Can Supercharge Your Business Results

    Learn how Google AI can help you improve your business results, from increased sales to better customer service.

    Learn more