Find out how to boost your conversions by setting up and tracking events on your website.
Google Analytics boasts a number of useful features, providing businesses with in-depth data on their websites and how customers are interacting with their brands.
Goals and Events are two features that work hand-in-hand to give you an overview of how your website visitors are engaging with specific elements on your site.
While some people might argue that you only really need to use Goals to track how users are moving through your customer journey, there are certain elements that just can’t be tracked with Goals, this is where Custom Events come in.
Basically, Events allow you to track actions that aren’t linked to a web page loading. Here are a few examples:
While Custom Events make it possible to track these types of actions, they don’t offer any in-depth reporting and can’t be linked to the overall customer journey without the help of Goals, which is why it makes sense to use them both.
The other option is to use Google Tag Manager, which can make the process of creating the code snippets slightly easier but you will still require the assistance of a developer to implement the tags on your site.
There are 4 elements that will make up the snippet of code for each event, namely:
Each code snippet will follow this formula: onclick=”ga(‘send’, ‘event’, ‘Category’, ‘Action’, ‘Label’, ‘Value’);”
Once you have added the snippet of code to each of the elements that you want to track, you will need to check that they are being tracked in Google Analytics by navigating to Behavior Flow > Events.
To really get Events to work for you, it’s important to link them to a Goal so that you can pull reports that are more detailed.
Here are the steps to follow:
Events and Goals can be one of the most useful tools for optimising your customer journey and boosting your conversions. Setting them up does take some time and effort but the data is truly invaluable.