Custom events data

Custom events are events from CRM, call tracking systems, and any other online and offline sources you have gathered in a Google BigQuery table yourself.

Learn more about importing custom event data to Google BigQuery from this article.

To add custom events to your reports, you need to connect to your Smart Data source set a table with the following structure:

Field name Data type Description
name STRING Event name (user action)
category STRING Event category
time TIMESTAMP Event time
user_id STRING User ID of the user who initiated the event
client_id STRING Client ID from Google Analytics
transaction_id STRING Transaction identifier
revenue FLOAT Revenue from the event that led to the conversion
cost FLOAT Event cost
utm_source STRING Event source
utm_medium STRING Event medium
utm_campaign STRING Event campaign
utm_term STRING The search term that led to the event
utm_content STRING Content of the link that led to the event
geo_region STRING The region where the event happened


The fields highlighted in bold are required to fill in. The utm_term and utm_content fields are optional, so you may add them to the table if you need to consider these utm tags. The rest of the fields must be present in the schema, but you can leave them empty.

Note:In a Smart Data source set, you can unite the data from BigQuery datasets located in a single multi-regional location only.

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