4 Things You Need To Know About Event Tracking In Google Analytics

Event Tracking Google Analytics Screenshot

Event Tracking Example in Google Analytics

If you have made it through the red belt level of this marketing training, then you already know how useful event tracking can be, but I wanted to share an introductory post to help you people understand why event tracking is powerful. So, here are four things you need to know in order to understand event tracking in Google Analytics:

  1. Event tracking is the way to track actions that don’t trigger new URLs.  First, event tracking is the main way that you track things that don’t generate a “new URL” in Google Analytics.  Think about it like this: if you start at royku.com, and then you click one of the links in the navigation (for instance “Blog,” then the URL changes to royku.com/blog. Google Analytics is very, very good at tracking this sort of thing.  But there are lots of things happening on websites that do not generate a new URL.  For instance, you might watch a video (like the one below), or you might scroll to the bottom of a blog post. You can track both of these things in Google Analytics with event tracking.
  2. Event tracking can be used to create goals in Google Analytics.  If you need to setup conversion tracking but you can’t edit the javascript on your landing pages or website, then it may be a lot easier to use event tracking if it’s available.  This is one of the main reasons why I always look inside the event reports in Google Analytics whenever I’m taking over a new AdWords account.
  3. Event tracking can give you a unified view of your goals. If you are running Facebook Ads and AdWords campaigns, you should really setup conversion tracking using the native FB and AdWords pixels, but you would also be smart to use event tracking and goal tracking to compare results, and to easily see both campaigns in relation to one another. There are lots of ways to do this, but event tracking makes it very easy.
  4. You can add more nuance to your reports with event tracking. Finally, without event tracking, Google Analytics can be a very blunt system. For instance, if you visit a long blog post, click “play” on a video, and then leave after watching it for 5 minutes, you will be recorded as a “bounce” that stayed for less than 1 second without event tracking. But if you have event tracking, then your “Play” can be counted as an interaction event, and thus not counted against your bounce rate. This type of thing can be an important consideration for companies that want to practice data-driven marketing.

I hope these four points are helpful, and if you want to learn more about the event tracking lessons, you should explore the red belt curriculum, linked above.

Will Marlow is the founder of an official Google AdWords Partner agency, and he is personally certified in Google AdWords Search, Google AdWords Display, Google Analytics, and as a Bing Ads Accredited Professional. He launched Royku to provide online training to business owners, DIYers, other marketing consultants, and anyone who wants to learn how to accomplish business goals using search engines.

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