Google Analytics Event Tracking allows you to easily track various events on your websites, such as clicks, form submissions, downloads, video playing, etc. Event tracking makes it easy to understand how users interact with your website and measure if you have reached your marketing goals. Here are the top 5 Google Analytics event tracking best practices to keep in mind while tracking website events.
Google Analytics Event Tracking Best Practices
Here are the top 5 Google Analytics event tracking best practices you can use to effectively track events on your website.
1. Make a list of everything you want to track
One of the most important event tracking best practices is to clearly identify all the events you want to track on your website. For example, if you are an e-commerce site, you may want to tracking add to cart, remove from cart, sign up, purchase, payment completion.
If you have determined the events to be tracked, you can come up with efficient reporting later to measure these events. Also, as your website grows, you won’t need to setup more events. Google Analytics will automatically track events and generate reports for you.
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2. Plan Event Tracking Reports in Advance
One of the most effective event tracking best practices is to plan the reporting structure for your event tracking reports, up front.
Different people require different information. For example, your business development and marketing teams will need business-related information such as add to cart, purchase, etc. while product teams will need technical information such as engagement and feature usage.
If you have determined the different reports & metrics to track, then you can effectively use the event tracking data captured by Google Analytics.
3. Consistent Naming Structure
With every event, you need to pass Event Category and Event Action to Google Analytics, which then stores this information and uses it for reporting.
So make sure that you have clearly classified all the events identified in step 1, into logical groups, which can be an Event category. Otherwise, you may end up sending misleading data into Google Analytics.
For example, if you have an Event category named Purchase make sure that all Event actions related to purchase are grouped in this category.
This will make it easy for you to easily fetch reports related to purchasing, in Google Analytics.
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4. Session Restrictions
Google Analytics has a per session threshold beyond which it won’t track user events on your website. It will track the 1st ten events sent from your website, and then only 1 event per second, per session.
So avoid excessive scripting on videos and mouse movements, that generate large number of events. Similarly, avoid time-lapse mechanisms.
This will enable Google Analytics to track all the different events on your website, per session, and give you a complete picture of user behavior.
5. Change Bounce Rate Tracking
Bounce is when a user leaves your website after visiting just one page, without any user interaction. After you setup event tracking for a page, its bounce rate will reportedly decrease since Google Analytics counts event tracking as interaction request.
So to make sure that Google Analytics continues to track bounce rate as before, you need to configure an optional parameter that allows you to specify which interactions to exclude while calculating bounce rate.
While setting up event tracking you need to identify these events/objects that need to be categorized as ‘Non-interaction’ events and set their value as true so that they are not counted as interaction hits.
Hopefully, the above Google Analytics event tracking best practices will help you set up effective event tracking for your websites.