How to track events and conversions in GA4 for B2B companiesDefine key KPIs for your businessTo effectively track the main conversions on a B2B website, the first step is to define the most relevant KPIs for the company. When visualizing the events or conversions report for the first time, you’ll notice that GA4 records different events. There are four ways of classifying how to measure events in GA4:Events that are recorded automatically, which are subdivided into: Automatically collected events : Events that GA4 collects by default. Recommended events : Events you can implement yourself with predefined names and parameters. Custom events: Events that are fully defined by the owner through Google Tag Manager.