A Guide on adding Hit Timestamps to your events in Google Analytics 4

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Introduction to Hit Timestamps

In the world of online data tracking, understanding the timing of user actions is crucial for making sense of how people interact with websites and apps. Just like in real life, knowing when something happens online helps us piece together the story of user behavior. However, there’s a hiccup in Google Analytics 4 (GA4): it doesn’t record the exact time for each action users take. Instead, it groups these actions together and assigns them all the same time stamp. Think of it like putting multiple events into a single box and labeling the box with just one time. This can make it challenging for analysts to understand the precise sequence of events and accurately interpret user behavior.

Imagine you’re trying to understand how people move through a website. You might want to know when they click on a button, view a specific page, or make a purchase. But if all these actions are bundled together with the same time stamp, it’s like trying to untangle a bunch of tangled wires – frustrating and confusing!

This limitation in GA4’s timestamp recording can lead to gaps in our understanding of user journeys and interactions. Without precise timing data, it’s harder to identify patterns, pinpoint areas for improvement, and make informed decisions about website or app design.


Exploring the Current State of GA4's Hit Timestamp Recording

One of the features of Google Analytics 4’s client-side measurement is that the platform collects events in batches. This means that when an event happens, it isn’t immediately dispatched to Google Analytics 4. Instead, the client-side library waits up to 5 seconds for other events to happen, at which point all the events that happened during this batch window are dispatched. Batching is common especially on mobile devices, where constant network requests can quickly deplete the device battery, for example. However, there’s a huge downside to this with Google Analytics 4. For some reason, individual events are not timestamped nor do they have a sequence indicator. All events share the timestamp of the batch request itself, which leads to the following, unbelievable conclusion: by default, it’s not possible to know WHEN a certain event happened, or what the sequence of events in any given batch was.


This current condition of GA4’s hit timestamp recording system is not only a limitation but also a source of frustration for analysts relying on precise data for their insights. This deficiency is particularly glaring in scenarios where understanding user behavior on a granular level is paramount. For instance, consider an e-commerce platform seeking to optimize its checkout process. Without individual timestamps for events such as “Add to Cart” or “Initiate Checkout,” it becomes challenging to identify bottlenecks or friction points in the user journey accurately.


The absence of individual timestamps not only undermines the accuracy of data analysis but also erodes confidence in the reliability of GA4 as an analytics platform. Analysts grapple with the challenge of pinpointing the exact timing of events, impeding their ability to construct cohesive narratives and glean actionable insights from the data. Without granular timestamps, the sequencing of events becomes blurred, hindering efforts to attribute user actions accurately.

Introducing Custom Hit Timestamp Tracking


Recognizing the pressing need for precise timestamping, Simo Ahava proposed a groundbreaking solution: custom hit timestamp tracking. By integrating custom timestamps into GA4 events, analysts can sidestep the limitations imposed by batch-based timestamping and regain control over data granularity.


Custom hit timestamp tracking not only addresses the shortcomings of GA4’s default timestamp recording but also unlocks new avenues for data analysis and interpretation. By providing analysts with the ability to attribute precise timestamps to individual events, custom hit timestamp tracking enhances the granularity and accuracy of insights derived from GA4 data.


Furthermore, the implementation of custom hit timestamps fosters confidence in the analytics platform, instilling trust among stakeholders and decision-makers. With reliable and precise data at their disposal, organizations can make informed strategic decisions, driving growth and innovation with confidence.


How to Implement?

Implementing custom hit timestamp tracking requires a strategic approach and meticulous attention to detail. Analysts must first assess their existing data infrastructure and identify the optimal method for incorporating custom timestamps seamlessly.


In the case of Google Tag Manager users, the process involves creating custom JavaScript variables that generate timestamps based on specific triggers or events. This customization empowers analysts to tailor timestamp generation according to their unique requirements, ensuring compatibility with existing data collection mechanisms.


1) In Google Tag Manager, you can create a Custom JavaScript variable that generates the timestamp with this:

Once you’ve created the variable, you need to add it to all your GA4 event tags.


2) If you are using gtag.js, the process is very similar, except you will just need to generate the timestamp with JavaScript.

Once the custom parameter has been added to your events, you’re ready to start collecting that data for analysis.


In summary, while implementing custom hit timestamps in Google Analytics 4 (GA4) events offers a solution to the deficiency in individual timestamp recording, there remains a notable caveat. Certain events generated independently by GA4, such as session_start, first_visit, and user_engagement, do not capture custom parameters. While session_start and first_visit can often be associated with the page_view within the same batch, user_engagement presents a challenge due to the inability to add custom parameters. As a result, minor inconsistencies may persist. Nevertheless, for the events that matter most, analysts now have a means to accurately align them within their data warehouse. Looking forward, it’s hoped that Google will address this issue, as the absence of granular event collection seems incongruous in the modern analytics landscape. With the implementation of a time index, even if just an offset from the batch time, the integrity of data collection in GA4 could be greatly enhanced, rendering articles like this one obsolete.



  • Why are timestamps important in data analysis?
    Timestamps provide a chronological record of events, enabling analysts to understand the sequence and timing of user interactions. This information is crucial for identifying patterns, detecting anomalies, and making informed decisions based on user behavior.


  • What is the current issue with GA4’s default timestamping system?
    GA4’s default timestamping system assigns the same timestamp to all events within a batch, making it difficult to determine the precise timing of individual actions. This can lead to inaccuracies and inconsistencies in data analysis.

  • How does custom hit timestamp tracking address this issue?
    Custom hit timestamp tracking allows analysts to assign unique timestamps to each event, overcoming the limitations of GA4’s default timestamping system. By implementing custom hit timestamps, analysts can achieve greater accuracy and granularity in data analysis.

  • What are the benefits of using custom hit timestamps in GA4?
    Custom hit timestamps enhance the accuracy and reliability of data analysis in GA4 by providing a more precise record of event timing. This allows analysts to better understand user behavior, identify trends, and make data-driven decisions with confidence.

  • What are the benefits of using custom hit timestamps in GA4?
    Custom hit timestamps enhance the accuracy and reliability of data analysis in GA4 by providing a more precise record of event timing. This allows analysts to better understand user behavior, identify trends, and make data-driven decisions with confidence.


  • Will using custom hit timestamps affect data storage or reporting in GA4?
    No, implementing custom hit timestamps should not have any adverse effects on data storage or reporting in GA4. The custom timestamps are simply additional parameters added to events and do not impact the underlying structure of GA4 data storage or reporting mechanisms.

About Author

Aarav is an accomplished professional specializing in digital analytics and data visualization. With a robust background in artificial intelligence projects, Aarav has consistently demonstrated a commitment to excellence. His expertise lies in harnessing data for insightful decision-making, and he excels in crafting compelling visualizations that effectively communicate complex information. Aarav's strategic approach and passion for innovation position him as a valuable asset at the forefront of digital analytics.

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