Google Analytics is a free tool that helps you see what’s going on with your web traffic. You can see how much time people are spending on each page, where they are getting referrals to your website from, and sometimes you can even see the keywords they used to find your site. But there’s an often underused feature in Google Analytics that has tremendous value for small business owners and marketers: event tracking. Let’s have a conversation on how our SEO Services can help with your Internet Marketing initiatives and Google Analytics optimization. Reach out to us here.
Google Analytics Event tracking is a feature that enables you to record interactions with elements of your website that aren’t tracking as a standard within Google Analytics. You can track events manually, or by using the Google Tag Manager.
In this post, I’ll explain how to create the events, and why you should be creating events within Google Analytics. Events shouldn’t be confused with Goals. I’ve written about how to set up goals in Google Analytics in another post.
After you’ve installed Google Analytics on your website, you can set up event tracking and create events. But before setting things up, consider:
Automatic event tagging, done with Google Tag Manager, will work in the following situations:
If there are any other actions you want to track, you can set it up in Google Tag Manager. Here’s how to do it:
Check that you’ve enabled the right variables selected for your event. Create a new tag in Google Tag Manager and change the track type to event. Configure your tag by adding the values for the category, action, label, and value. Select the event the tag will fire on.
If you want to do this manually rather than relying on the automatic approach, you’ll add a custom code snippet to the link code on the items you wish to track. When the item is clicked, the element is tracked and then shows as an event in Google Analytics.
The event tracking code is made up of four elements, defined by you, to describe the user’s interaction with your website:
When the event happens on your website, the input for those four attributes can be useful in helping you understand what users have engaged with on your page. This is why your naming conventions are important.
The event tracking code for an event tracked link in Universal Analytics looks like this:
>’, ‘event’, ‘Category’, ‘Action’, ‘Label’, ‘Value’);”
The code is placed after the href link, as shown in this example:
<a href=”www.examplewebsite.com/report.pdf” >
The short answer is you should create events in Google Analytics simply so you can see more about your conversions and learn more about what your audience is interacting with on your website. You can use the data to make adjustments to your strategy to boost conversions.
You should always set up a custom event to track any call to action clicks, file downloads (so you can see how many people are taking advantage of your freebies, or which digital products are the most popular) and more. You can see when users scroll down the page, click on video’s play/pause/stop buttons, abandon a form field, share content, move their mouse, and more.
The more information you have about what people are doing on your website (and whether they’re doing what you want them to or not) the better you can tailor your SEO and digital marketing strategies.
If you want more information about Google Analytics and Event Tracking, reach out to us here at SEO Inc.
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