Important GA4 Parameters: What Marketers Must Know in 2025

In the ever-evolving world of digital analytics, Google Analytics 4 (GA4) has redefined how businesses track, measure, and interpret user behavior. Unlike its predecessor Universal Analytics (UA), GA4 uses an event-based data model that provides more flexibility and granularity in tracking user interactions. To make the most out of GA4, understanding its key parameters is essential.

Whether you're managing an e-commerce store, a mobile app, or a service-based website in Singapore or beyond, mastering these parameters will enhance your ability to extract actionable insights and optimize marketing ROI. This article breaks down the most important GA4 parameters in 2025, including definitions, use cases, and practical examples.

Table of Contents

1. What Are GA4 Parameters?
2. Why Parameters Matter in GA4
3. Default GA4 Parameters
4. Custom Parameters: When and How to Use Them
5. Important GA4 Parameters (with Examples) page_location page_referrer session_id user_id engagement_time_msec content_type source, medium, and campaign item_id, item_name, and eCommerce-specific parameters video_title, video_current_time, and media parameters search_term
6. How to View Parameters in GA4 Reports
7. Common Mistakes to Avoid
8. Implementing Parameters with GTM (Google Tag Manager)
9. GA4 Parameters and Privacy Considerations
10. Final Thoughts

1. What Are GA4 Parameters?

GA4 parameters are pieces of metadata attached to events that provide more context about user interactions. Unlike Universal Analytics, which tracked categories like pageviews and events separately, GA4 treats everything as an event — from a page load to a button click.

Each event can carry parameters, such as the page the user visited (page_location) or the product they viewed (item_name). These parameters are the backbone of your analytics setup, enabling deep customization and advanced tracking.

2. Why Parameters Matter in GA4

Parameters are crucial because they:

• Add context to events: A "click" event can mean many things unless you know what was clicked.
• Enable advanced analysis: Parameters allow segmentation, filtering, and custom dimensions.
• Fuel machine learning: Google’s AI needs these data points to predict user behavior and suggest actions.
• Improve attribution: Better context means more accurate source and campaign tracking.

Without properly set parameters, your GA4 setup will be limited, and you’ll miss out on valuable insights.

3. Default GA4 Parameters

GA4 automatically collects several parameters by default with each event, such as:

These are immensely helpful for general reporting, but you’ll often need custom parameters for more specific tracking.

4. Custom Parameters: When and How to Use Them

Custom parameters are defined by you and tailored to your unique needs. For example, you might want to track:

• Product categories
• Membership tiers
• Blog post types
• Button labels or form IDs

To implement custom parameters:

1. Define them in your event (e.g., add_to_cart with item_id and item_category).
2. Register them as custom dimensions or metrics in GA4 Admin.
3. Ensure consistent naming conventions and data types.

5. Important GA4 Parameters (with Examples)

Let’s now dive into the key parameters every GA4 implementation should be familiar with:

1. page_location

Description: The full URL of the page a user is on.
Use Case: Track landing pages, deep linking behavior, or filter by specific product pages.
Example Value: https://example.sg/products/blue-shoes

2. page_referrer

Description: Captures the URL of the previous page visited.
Use Case: Understand internal navigation flows or identify external referrers.
Example Value: https://google.com/

3. session_id

Description: A unique identifier for a user’s session.
Use Case: Session-level tracking, grouping events for a single visit.
Note: Not exposed by default; you may need to configure it manually.

4. user_id

Description: An ID you assign to logged-in users.
Use Case: Cross-device and cross-session user analysis.
Example: Use in loyalty programs or B2B dashboards.

5. engagement_time_msec

Description: Measures how long a user is engaged with the page or app (in milliseconds).
Use Case: Identify your most engaging content.
Example: A 3-minute visit = 180,000 ms.

6. content_type

Description: Indicates the type of content being consumed.
Use Case: Differentiate blog posts, product pages, or landing pages.
Custom Parameter Example: content_type = "tutorial"

7. source, medium, and campaign

These are UTM-based parameters used for attribution.

• source = where the traffic originated (e.g., google, facebook)
• medium = the marketing medium (e.g., cpc, email)
• campaign = the name of the campaign

Use Case: Campaign performance analysis and ROAS tracking.
Example: utm_source=facebook&utm_medium=cpc&utm_campaign=summer_sale

8. eCommerce Parameters: item_id, item_name, price, currency, etc.

If you're running an eCommerce business in Singapore, these are critical.

These power your purchase, add_to_cart, and begin_checkout events.

9. Media Parameters: video_title, video_provider, video_current_time

For websites or apps with embedded videos:

• video_title – title of the video
• video_provider – source like YouTube or Vimeo
• video_current_time – time when user paused/skipped

Use Case: Optimize video engagement and placement.

10. search_term

Description: Captures the keyword entered in your on-site search box.
Use Case: Discover what users are looking for and optimize content accordingly.
Example Value: wireless headphones

6. How to View Parameters in GA4 Reports

To analyze these parameters in GA4:

1. Go to Explore > Free Form to create custom reports.
2. Use filters or dimensions like item_name, page_location, or campaign.
3. For custom parameters, first register them in Admin > Custom definitions.

Pro Tip: Use BigQuery Export for advanced querying of raw parameter data.

7. Common Mistakes to Avoid

• Not registering custom parameters – They won’t appear in reports.
• Using inconsistent naming – Leads to data fragmentation.
• Sending PII (Personally Identifiable Information) – Violates Google policies.
• Exceeding event limits – GA4 allows up to 25 parameters per event.

8. Implementing Parameters with Google Tag Manager (GTM)

GTM makes parameter implementation easier. Here’s how:

1. Create a new tag using GA4 Event type.
2. Define your event name (e.g., purchase) and add parameters as key-value pairs.
3. Set up triggers like clicks, form submissions, or page views.
4. Test using GTM’s Preview Mode and GA4’s DebugView.

Example:

event_name: 'purchase',
parameters: {
  currency: 'SGD',
  value: 129.99,
  item_id: 'SKU88888',
  item_name: 'Noise Cancelling Headphones'
}

9. GA4 Parameters and Privacy Considerations

As privacy regulations evolve, especially with GDPR, PDPA (Singapore), and other frameworks, parameter tracking must be compliant.

• Avoid collecting PII like names, email addresses, or phone numbers.
• Use consent banners to manage tracking preferences.
• Consider server-side tagging for better data control and privacy.

10. Final Thoughts

GA4 parameters are the foundation of effective analytics in 2025. They give context, enable personalization, and inform strategy. Whether you're running a local store in Singapore or a global SaaS company, getting your GA4 parameter setup right is non-negotiable.

By leveraging default and custom parameters wisely, and integrating them through tools like GTM, you set the stage for richer insights and smarter marketing decisions.

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