Are Events Already Being Tracked with Google Analytics?

No! There is often confusion about what Google Analytics is tracking. By default Google Analytics tracks base level data like pageviews, time on page, demographics, and more. But you have to set up your website to record Events.

What are Events?

Events occur any time a user interacts with your website. This can include things like downloading files, scrolling down a page, clicking on ads, links and buttons, triggering AJAX embedded elements, or playing and pausing a video. So, for example, if you had a call to action on your website with a button, your goal is to get users to click that button. To gain stats, you’d want to start recording that particular button’s click Event to track how many conversions you are getting. Or if you have a contact form, you may want to track Events related to completing the form to find out how many users start the form versus how many users complete the form.

How Do You Record Events?

Unfortunately setting up your site to record Events is not easy. You have to know how to access your site files and be able to cut and paste some javascript. You can read more about the how-to on Google’s Analytics Help site. If you need a more WYSIWYG option, there are SaaS options that can help such as Heap, Fathom Analytics, or Omniconvert. While you may pay a bit for such a service, the variety of tools and ease of use can often be worth the expense. If you are running a WordPress website, there are plugins that can help as well, such as our own Click Ranger Pro.

What to Watch For?

While the data will start coming in right away, you’ll want to wait for a good sample size to accumulate before making any drastic changes to your site. Whether that’s 100s of users, or 1000s, or more depends on the traffic of your website. You want to watch the data in two ways. First, are you hitting your goals? The average landing page converts about 2.5% of visitors. Second, you’ll want to watch how your data trends over time. Are conversions increasing or decreasing over time?

Use all this information to discern what and how to change your website to achieve your goals. And once your hit your goals, aim higher! Try some split testing to really see how your users react to your proposed changes.

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