Event Tracking in Google Analytics - SMX Israel 2012
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Going Beyond the Pageview
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Presentation from SMX Israel 2012 about Event Tracking and why you need to be using it. :)
Transcript of Event Tracking in Google Analytics - SMX Israel 2012
Going Beyond the Pageview
About Analytics Ninja Founded 2010Web Analytics = <3Twitter @analyticsninja
Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing
About Analytics NinjaLoves working with fun businesses
The Litmus Test↓ Analysis ↓Advanced Segments
↓ Implementation ↓ Event Tracking & Custom Variables
Goal of this presentationEvangelize why it is important to track more than just pageviews.
Yes, I’m going tosuggest you TRACK EVERYTHING(well, almost).
Really, it’s not that hard.Anatomy of Event Tracking
in Google Analytics
• Category• Action• Label• Value• Non-Interaction
Important Tip of the Day: Consistency
Category, Action, & Label can be anything you want• Keep Category the most
broad• Action describing what
happens in the Category• Label describes Actions
Use Case #1 - Navigation
onClick="_gaq.push(['_trackEvent', 'Refine', 'Finish', 'Bronze']); "
What would the Action Item be?
Test different ordering of navigational refines to see if conversion rates are improved.
Use Case #2 – Category Pages
Use Case #2 – Category Pages
Use Case #2 – Category Pages
What next?Test different product
presentation of “Best Sellers”
Populate ‘Label’ with SKU and measure impact of testing
different products as best sellers
Use Case #3 – Cross Sells
Use Case #3 – Cross Sells
Interactions which don’t load a new page
Interactions which don’t load a new page
opening…
fully open
Product Pages
Events + Custom Variables = Awesome
• Navigation• Cross Sells• Up Sells• Product Presentation• Mouseovers• Video Views• Form Fills / Abandons• Modal Overlays• Downloads• Outbound clicks
What should I track?
