Every website talks. Before data analytics, we couldn't hear the voices of our websites. But how do you know what your website is saying? Simple - Event tracking!
Event tracking gives you a picture of how users engage with your website and business.
Do you want to know more? Then, read on as we explore everything you need to know, including what it is, why you should track events, how to manage events data, and other relevant FAQs you may have.
Events are specific forms of user interactions with parts of a website that you can track in Google Analytics. For example:
Generally, users carry out actions on a website using a mouse, keyboard, form, or frame.
So, the four types of events in Google Analytics are:
Meanwhile, there are two categories of Google Analytics events:
For example, a user clicks on a link to your blog (or any internal link) from your landing page.
Examples of this include:
Event tracking in Google Analytics is tracking user interaction with elements of your website. Essentially, it monitors and records key user actions on your website. Google Analytics event tracking data includes:
The Overview report compiles vital event data, such as the overall number of events, top event categories, the number of events per session, etc.
You can switch between your event categories, actions, and labels in the Top Events report. This report is crucial for digging further into research on a specific event category.
The Event Pages report displays the pages where events are triggered. In this section, we can examine the top pages that drive events.
The Events Flow Report shows you the order that viewers trigger events on your website. It shows you the path they take as they move from one event to the next and helps you to determine which content engages your audience the most.
Events in Google Analytics have four main elements. They are also a part of the event tracking code. Google Analytics uses these codes to track user interactions and group them into event reports.
Here is how each of the four elements of event tracking affects your website:
Here is a step-by-step guide on how you can set up event tracking from your GA account so you can collect and analyze event data:
To achieve this, carry out the following set of actions:
The next set of actions are necessary to do this:
The components of the event category, action, label, and value play a role in this. By using the "+" button, you can manually fill out these fields or built-in variables.
Meanwhile, you can specify whether or not to count a session containing this interaction as a bounce by using the 'Non-interaction hit' parameter.
Important to note:
After this, enter your GA tracking ID in the Tracking ID field. Then click "Save."
Note: By selecting Admin in the bottom left corner, then Tracking Info (under Property) > Tracking Code, you can access your tracking ID in your Google Analytics account. Your ID will be on top of the screen.
To do this, follow the next series of actions:
Event tracking offers your product a wide range of advantages and benefits.
Not only can you monitor fundamental data-viewing indicators like page views and traffic sources, but event tracking also enables you to comprehend the drivers behind each consumer touchpoint.
Here are the reasons to track event data below:
People from various countries, professions, genders, and ages make up your customer base. Event tracking reveals user behavior from different demographic groups, and this data shows the diverse interests of your customer segments.
Based on the activities done by these categories, you can tweak your marketing campaigns and ads.
Event tracking shows which website elements consumers interact with. Metrics like pageviews, average time on page, entrances, bounce rate, and page value can be seen under Behavior > Site Content > All Pages.
For example, if you run an e-commerce business (online store) and want to see how well your white sneakers are doing.
Although the Behavior report tells you how many people visited your product page, it doesn't show how they interacted with it. When it comes to knowing which sections and elements are guiding customers through your conversion funnel, you still won’t know.
So, without event tracking, GA reports will only count visits as single-page sessions, even if users spend a lot of time on one page and engage with it significantly (and a bounce).
Event tracking provides a more accurate picture of your site’s bounce rate metric. But how does event tracking achieve this?
Single-page sessions known as bounces start and conclude on the same page. Without event tracking, GA will classify a user's visit as a bounce if they don't navigate to another page, regardless of how they interact with it.
For example, a video-rich page can have a higher bounce rate if events are not tracked. With event tracking, GA will only monitor bounces for visitors who didn't watch the video, which makes more sense.
However, for GA to take event hits into account when measuring bounce rates, you must choose "Non-interaction event" as "False" during the GTM setup.
Setting "event goals" with event action is an excellent way to keep track of user activities you value highly, such as new lead submissions or clicks on a call to action.
Besides, you can view goal reports by going to Conversions > Goals > Overview and selecting the specific event goal you wish to follow from the drop-down menu.
If you want to configure event goals in Google Analytics, follow the next few steps:
Essentially, in the Behavior > Events > Overview report, you can track the following metrics:
But this overview doesn't provide actionable insights; it's just a broad overview of what happened on your website without any context or specifics regarding user behavior.
Meanwhile, the Behavior > Events > Top Events report can offer more relevant information, such as:
Here are the most common event-tracking use cases:
Events are ideal for setting up Goal Conversions since they offer a high-level picture of how visitors use your website.
For instance, if you want website visitors to fill out a form for a newsletter subscription.
Events tracking lets you track how many users start and complete each form on your website. Meanwhile, goals will show how many site visitors used your newsletter subscription form to become leads. So you can track the entire user journey by combining them with the Funnels feature.
Event tracking is crucial to your website analytics. It lets you monitor user interactions with elements of your site.
As a digital marketer, event tracking can help you achieve better results from your marketing campaigns by helping you track how users engage with your content. With this, you can see what to tweak for better conversion rates.
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