The event tracking Google Analytics feature allows you to glean deeper insights than tracking page views alone. Google Analytics tracks page views by default, but it’s important to take the next step and create an “event.” This will give you access to key metrics that measure marketing effectiveness like whether a visitor clicked a button to download a PDF.
Since Google Analytics does not automatically track certain events, it’s important to set it up yourself to better understand how users interact with your site and which types of content and campaigns work best. The tool monitors and tracks certain actions over time depending on what you set up as an event. For example, an event could be when a user clicks on a link or downloads a PDF.
Here are instructions for setting up event tracking in Google Analytics:
By tracking events on Google Analytics, you can better understand how users interact with your site, and which content and campaigns are most popular among visitors. Page views are a good metric to monitor, but event tracking allows you to see more specific information about actions that users are taking.
It’s worth taking this extra step to gauge the performance of your site, feature effectiveness and improvement areas. With this information in hand, companies can maximize their marketing investments and make more informed brand decisions.
If you interested in learning more information about how you can measure your PR and digital marketing programs with Google Analytics, download our Step-by-step Guide for Measuring PR with Google Analytics or shoot us an email at firstname.lastname@example.org.