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Google Analytics, with its out-of-the-box tracking features, provides meaningful data about your website visitors and their activity. However, you are still required to configure goal conversion points, in order to track the overall success of your website. So, now you know where a user comes from, what pages they visit, and how many eventually reach a goal conversion point. But what about the rest of the user’s experience on your website?
Steps one and three of the conversion path are accounted for and can be analyzed. But what did the user do while on your pages? Why did some users reach conversion points while others did not? Event tracking is a feature in Google Analytics that can help fill in this critical middle step of conversion analysis.
Identify content elements that you would expect to influence the user experience. When setting up event tracking for those elements, you have a hierarchy of four data slots at your disposal: category, action, label, and value. It is best to assess your entire website for event tracking, so that the hierarchy of your setup is consistent and intentional. Event tracking can be configured by hard-coding the snippets on your website, or through Google Tag Manager. With this series of reports indicating your users’ content interactions, you are now able to bridge the gap between where your users come from and which ones reach conversion points. The most important question to answer when analyzing website user conversion trends is, “Why?”
Now, you are more equipped to provide that answer, which can lead to successful website updates.