Custom events are optional events that you can create in Google Analytics. Custom Events vs. Other Event TypesGoogle Analytics custom events are distinct in that they’re created by you to track data that GA doesn’t otherwise cover. Further reading: Google Analytics 4 Events Guide: Event Tracking ExplainedHow to Create Custom Events in Google Analytics 4There are two primary ways to create Google Analytics custom events: in the GA4 interface or in Google Tag Manager. Creating Custom Events with Google Tag ManagerGoogle Tag Manager lets you create completely new events that don’t need to be based on events already sent to Google Analytics. Setting Custom Events as ConversionsLet’s say you want to designate your newly created event as a conversion in Google Analytics 4.