Vale edits

Author: rchinn1

src/connections/destinations/catalog/actions-google-analytics-4-web/index.md

@@ -35,7 +35,7 @@ Some parameters automatically populate prebuilt [dimensions and metrics](https:/
 
 With custom parameters, you must create [custom dimensions and metrics](https://support.google.com/analytics/answer/10075209){:target="_blank"} so you can see the parameter values in Google Analytics. 
 
-### Custom Events
+### Custom events
 
 Before you create a custom event, make sure the event you want to create isn't already collected through an [automatically collected event](https://support.google.com/analytics/answer/9234069?sjid=7831609405656395105-NA){:target="_blank"} or recommended as a [recommended event](https://support.google.com/analytics/answer/9267735?sjid=7831609405656395105-NA){:target="_blank"}. Segment recommends using an existing event, because these events automatically populate dimensions and metrics that are used in your reports.
 
@@ -45,25 +45,25 @@ Event names are case-sensitive in Google Analytics 4. If you would like all even
 
 Keep in mind that custom events will not appear in Google's standard reports; you will need to set up custom reports for meaningful analysis. 
 
-### Custom Dimensions and Metrics
+### Custom dimensions and metrics
 
 With Google Analytics 4, you must create custom dimensions and metrics within the Google Analytics 4 interface to link event parameters to the corresponding custom dimensions or metrics. When creating the dimension or metric, you can either select a parameter from the list of already collected fields or enter the name of the parameter you plan to collect in the future. For more information, see [Google Analytics 4 Custom dimensions and metrics](https://support.google.com/analytics/answer/10075209?hl=en){:target="_blank"}.
 
-### Understanding Event Parameters 
+### Understanding event parameters 
 
 Parameters provide additional information about the ways users interact with your website. For example, when someone views a product you sell, you can include parameters that describe the product they viewed, like `product_name`, `category`, and `price`.
 
 The automatically collected and enhanced measurement events include parameters by default. Google also provides a set of required and optional parameters to include with each recommended event. Additionally, you can add more event parameters when you need them.
 
-### Conversion Events
+### Conversion events
 
 Some of Segment's prebuilt [Available Actions](https://segment-docs.netlify.app/docs/connections/destinations/catalog/actions-google-analytics-4-web/#available-actions) which map to Google's recommended events are automatically marked as a conversion in your Analytics dashboard. For example, when you add a "Order Completed" event, it will show up in your Analytics dashboard as "purchase" with the **Mark as conversion** toggle toggled on by default. However, for other events, such as "Add to Cart", you will need to manually toggle the **Mark as conversion** setting on in your Analytics dashboard. If you don't mark the event as a conversion, it will not show up as a conversion in your built-in reports. You can read more [about conversion events](https://support.google.com/analytics/answer/9267568?sjid=1275909514202748631-NA){:target="_blank"} in Google's docs. 
 
 {% include components/actions-fields.html settings="true"%}
 
-## FAQ & Troubleshooting
+## FAQ and Troubleshooting
 
-### Debug Mode
+### Debug mode
 
 The Google Analytics 4 [debug mode](https://support.google.com/analytics/answer/7201382?hl=en){:target="_blank"} is supported with the Google Analytics 4 Web destination. DebugView displays the events and user properties that Analytics collects from a user in real-time. This can be helpful in troubleshooting your implementation.
 
@@ -87,9 +87,9 @@ In order for data to be sent downstream to Google Analytics, check your mappings
 
 The **Set Configuration Fields** mapping is required for data to be sent downstream because it sets configuration to Measurement ID and establishes data flow using the `config` command. If you have no enabled mappings other than **Set Configuration Fields**, the GA4 destination does not send events downstream. 
 
-### Duplicate `page_view`s in GA4
+### Duplicate `page_view` events in GA4
 
-If you are sending multiple `config` commands that your Google Tag has to account for, you may see duplicate `page_view`s in your Analytics workspace. If this is the case, please refer to Google's documentation on [Ignoring duplicate instances of on-page configuration](https://support.google.com/analytics/answer/9973999?hl=en#:~:text=as%20described%20below.-,Ignore%20duplicate%20instances%20of%20on%2Dpage%20configuration,Click%20Save.,-Give%20feedback%20about){:target="_blank"}.
+If you are sending multiple `config` commands that your Google Tag has to account for, you may see duplicate `page_view` events in your Analytics workspace. If this is the case, please refer to Google's documentation on [Ignoring duplicate instances of on-page configuration](https://support.google.com/analytics/answer/9973999?hl=en#:~:text=as%20described%20below.-,Ignore%20duplicate%20instances%20of%20on%2Dpage%20configuration,Click%20Save.,-Give%20feedback%20about){:target="_blank"}.
 
 ### Manually send `page_view` events