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Yes, a custom GA4 event can technically carry revenue data, but there are important nuances to keep in mind. GA4 is a bit less straightforward when it comes to eCommerce tracking compared to Universal Analytics. While you can send custom parameters with any event in GA4, they won’t automatically be treated as conversions or include monetary value unless they’re specifically set up with the conversion tracking options or the built-in ecommerce tracking of GA4.
In most cases, it’s recommended to use the built-in ecommerce system which includes the “purchase” event that the documentation mentions. Those recommended events have the advantage of being recognized and understood more smoothly by GA4’s system, including their conversion tracking and audience systems. Additionally, it’s important to ensure that the ecommerce data are sent correctly to the dataLayer from your site, that GTM then picks up and sends to GA4. The ecommerce data won’t appear in GA4 unless they’re also properly pulled into GTM from the dataLayer. If there’s an error in that chain of data transmission, it won’t show up correctly in GA4.
