Reminder: Are you tracking everything?

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When using Google Analytics, it’s a no-brainer to track goals like e-commerce purchase points, contact confirmations and newsletter sign-ups. These conversion points are common and provide valuable data about your site. When visitors successfully navigate through a desired path and take an action you want them to, it’s important to understand everything you can. That’s why Google Analytics also provides goal funnels. However, I’m not here to discuss the obvious. I’m here to talk about event tracking.

Although Event Tracking isn’t a new feature in Google Analytics, it is often overlooked. In order to gain a clearer understanding of how visitors interact with your site, try to find the less obvious places to track. These can include playing a video, clicking on an application, downloading content and many others. Actions that do not take users to a new page are prime candidates for event tracking. Google Analytics can track these events with the use of the _trackEvent() method. Adding the following to the source code of a page, object, video etc. will track the desired event.

_trackEvent(category, action, opt_label, opt_value)

The four components of _trackEvent() method are:

Category -chosen name for the tracked items Action -a string individually paired with each category that defines the type of interaction such as views, clicks, or downloads Label – an optional string used for additional attributes Value – an optional integer used to provide numerical data about the event

The data is sent to Google Analytics and reports can be accessed almost immediately. This useful feature is something we implement and report to our clients. We aim to track everything. Are you tracking everything?