Analytics event

An analytics event is a recorded action or occurrence used to measure digital behaviour, such as viewing a product, adding an item to a basket or making a purchase. GA4 provides separate counts for product views, checkout starts and purchases, tied to their corresponding event names.[1] An event record is therefore not automatically a unique visitor or an order.

For a store, document exactly when each event should fire and what context it needs, including product, currency and order reference where relevant. A click on the order button could help investigate purchase intent, but should not automatically stand for a successful payment. Check whether reloads or retries accidentally record the same business action again.