Events in Google Analytics: 5 metrics that every online store should track

If you are the owner of an online store and use Google Analytics to collect site statistics, then you have probably heard about GA events many times. With their help, you can get statistics on absolutely any interactions with the site, which allows you to create the most flexible and detailed reports. But what kind of interaction to track to get really useful information? Do not fix the same every user click on the screen. In this article, we will look at 5 important metrics that every online store should track using events in Google Analytics.

Event function

Google Analytics events allow you to track interactions with any elements of the site: clicking on buttons, scrolling pages, playing embedded video, and so on.

Unlike goals that are configured directly in the Google Analytics interface, event setup takes place directly in the code of your site. For example, if you need to track the number of clicks on a button, then the event code must be inserted into the code of this button.

To create a new event, go to the Google Analytics interface in the profile you need, go to the admin panel, click on "Goals" and select "New Goal". In the description of the goal, enter its name, and in the type select "Event". Next, fill in the required fields, the values ​​of which will be spelled out in our code (how to fill them out will be discussed below). Click "Create a goal" - done. It remains only to write the code with the appropriate values ​​(those that we wrote in the fields when creating the event) and add it to the necessary site elements.

See also: How to check Google Analytics settings: checklist of 10 points

The structure of the event code

Google Analytics event tracking is configured by embedding code that looks like this: _trackEvent ('category', 'action', 'opt_label', 'opt_value', 'opt_noninteraction'), where:

Category - the name of the category that we track. This can be a button, a video, and so on (required field).

Action - what the user does with the object described in the category: click on the button, video playback (required field).

Label (Label) - additional information about the object. Button name, video, and so on (optional).

Value - the numerical value corresponding to the object: the price of the goods, the cost per click (optional field).

Non-interaction (hidden account) - if true, the event will not be taken into account when calculating the bounce rate, if false, it will be (optional).

There are online services that will create the code for you, and also show examples of inserting it into the code for page elements. You just need to specify the values ​​of the code fields. These are, for example, services from Seoweather (in English) and Analitika (in Russian).

By the way, after setting, you can view event reports in the "Behavior" section.

So, what kind of metrics will be useful to track through events?

1. Adding product to cart

The event on tracking the number of additions to the cart allows you to understand which products have the highest rating and are most often added to the cart. Insert the event code into the code of the "Add to cart" button. In addition, fill in additional fields in the code template: name / article of the goods in the field "label" and price in the field "value". So we can understand:

- What products are most often added to the basket?

- What is the estimated average check?

Example: _trackEvent ('button', 'add to cart', 'name / article', 'price')

See also: How to use Google Analytics Behavioral Reports: A Beginner's Guide

2. Transition to payment

By tracking this metric, you get the number of visitors who decide to switch to payment. After that, you can compare the data with the actual number of sales. Perhaps users are going to pay, but do not make a purchase, and your order payment page needs some processing. The code is inserted into the "go to payment" button.

Example: _trackEvent ('button', 'transition to payment', 'name / article', 'price')

3. The choice of payment method

Setting an event to track the choice of payment method will provide answers to the following questions:

  • What are the most popular payment methods?
  • Do users using a particular payment method have a higher conversion rate?

The event code must be inserted into the form validator's JS script. For example, we have several payment methods. We do this:

if (first payment method) {

first payment event

} else if (second payment method) {

event with second payment method

} and so on.

4. Return to the catalog after adding the product to the cart

Assign an event to each time the user clicks the Back to Directory button (if one exists) or its equivalent. This will help to understand how many customers continued to watch the catalog after they have already added the product to the basket, i.e. want to make several purchases, not just one. Insert the code into the button.

Example: _trackEvent ('button', 'return to directory')

See also: 6 tips on using Google Analytics for advanced users

5. Transitions from the main page

On most e-commerce related sites, the home page is the most popular landing page. She deserves a little more attention than the rest. Unlike simple transitions on products, by tracking this metric, you can understand whether presentations of a product on the main page are effective, or perhaps they should be replaced? Add the code to the button / slide / banner to go to the product page.

Example: _trackEvent ('button on the main', 'click', 'product name')

What is the result?

Competent customization of Google Analytics events allows you to get the most detailed report on interactions with your site. Use the event map (standard reports -> content -> events) to understand the order in which users triggered events. For more information about it, you can see in a simple and clear video from Google.

Set up event tracking, but remember that there is no perfect set of information that should be tracked. Choose the set of metrics that will be right for you, put events on them and get reports that meet your needs.

Watch the video: How to Track Transactions with Google Analytics Enhanced Ecommerce Functionality (October 2019).

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