How to track events with GA
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21-Oct-2014 -
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Transcript of How to track events with GA
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#GABC12How to best track specific actions or events on your site
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Overview
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Overview
• Context
• Challenges
• Concept
• Case
• Conclusion
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Context
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Context• Route Planner Tool of public transportation company
• 2,2 M of monthly visits
• 3,5 M of monthly pageviews of tool’s results page
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How can we engage surfers to
use the Route Planner Tool as
their travel companion?
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Context• 2 secondary research questions:
• How are people using the Route Planner Tool?
• How can we improve the usability of this tool?
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Challenges
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Challenges• As to implementing the tracking of events:
• Can we analyze the interaction with the Route
Planner Tool by means of event tracking?
• Can we embed the event tracking of this tool in a site
wide implementation structure?
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Challenges• As to the use of the Route Planner Tool:
• What are the most useful advanced search
options of the travel info tool?
• Which are the most useful features of the Route
Planner’s results page?
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Concept
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E.T.I.S
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Event Tracking Implementation Schema
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Say what?• Schema that facilitates the implementation of events
• Framework for actionable grouping in action sets
• Engagement shaping based on high (scan-behave-
focus) or low involvement (scan-focus-behave)
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Say why?• To track events on page level in a uniform way and with
an equivocal taxonomy
• To analyze events as goals, based on level of
engagement or involvement of surfer
• To optimize tools, pages, sites for conversions
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Say how?
All sites of company:
• Identify different categories & actions in a spreadsheet
• Validate types of actions based on level of engagement
On site tools on all company’s sites:
• Differentiate labels, f.e. in case of Route Planner Tool
• Integrate engagement model in label structure of tool
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Case
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Case
SCAN
BEHAVE
FOCUS
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Case
SCAN
BEHAVE
FOCUS
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Route Planner Tool
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Case• What are the most useful advanced search
options of the Route Planner Tool?
• Which are the most useful features of the Route
Planner’s results page?
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Action Engagement
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Last month we noticed a high correlation between
unique events on fields and unique search events in
case of ‘intersection’ and ‘identification’
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CaseThe auto suggestion functionality of the Route Planner
Tool needs to be enriched, especially of the ‘intersection’
& ‘identification’ search option.
“Modelling data delivers actionable intelligence.”
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Case• What are the most useful advanced search options of
the Route Planner Tool?
• Which are the most useful features of the Route
Planner’s results page?
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Action Engagement
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Last month 20% of all users looked for details of the
route and a service later, but only 3,5 % of all users plan
their return trip using the Route Planner Tool.
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CaseBased on the event tracking data the ‘service later’, ‘details
of route’ and ‘return trip’ feature needs a more prominent
& user-friendly on page localization.
“Modelling data delivers actionable intelligence.”
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Conclusion
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Conclusion• Event Tracking Implementation Schema (E.T.I.S.) to
analyze & act upon usability of Route Planner Tool.
• Engagement shaping applied to action sets.
• New information architecture & design of Route
Planner Tool according to most useful search options
and planning features.
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Conclusion
Data overload
Modelling
Intelligence
Actions
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Daan Goor - Senior Web Analyst