In practice, there are cases when it is necessary to transfer data from a website that is not covered by Google Analytics 4 variables. In such cases, Google Analytics 4 special parameters come to the rescue.
Google Analytics 4 custom dimensions are additional custom properties added to events or users that are not covered by the standard Google Analytics 4 variables but provide additional capabilities for data analysis.
In layman's terms, special parameters can be useful in the following similar situations:
- It is necessary to build a segmented sales report in Google Analytics 4 linked to customer status.
- A special parameter must be passed. For example: GCLID, CID, FBCLID, a specific site section visited, delivery type, and so on.
- It is necessary to set up specific dynamic remarketing, which cannot be implemented using standard tagging parameters (before Merchant Center, dynamic remarketing was implemented only in this way, until 2017).
- It is necessary to transfer specific data from the user's cookies, starting from the User ID and ending with your imagination.
All these issues can be resolved by passing special parameters to GA4.
GA4 custom parameters are set at 2 levels:
👉 events;
👉 user.
At the event level, you can set no more than 50 parameters, at the user level - 25.
How to set up custom parameters in GA4?
➊ Pass parameters from the site via Tag Manager or site code.
Through Tag Manager in the event tag it might look like this::
1.1 For the user
1.2 For the event
After you set up the transfer of special parameters, in 1-2 days you will be able to create them in GA4.
➋ Create a custom dimension in Google Analytics 4
“Administration” ➔ “Custom definitions”
Once you have everything set up, you can test the data transfer and think about the report.
How to build a report with custom parameters in GA4?
You can build a report with a custom parameter in GA4:
👉 In research
👉 In the event report
In the examples, we passed the GCLID to GA4 as a special parameter, as required by the task, but you can pass anything.
This option is rarely used, but sometimes it solves very important problems for marketers.
We hope you found this material useful. See you again.
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