Use event tracking if you want to track when a user clicks on an Email address, click to call link, watches a video, clicks on a document download link, or if you want to track specific CTAs throughout your website.
Given that events account for the single largest item in the budget of the average B2B CMO, it makes sense that marketers would want to track their return on investment (ROI). But how exactly can event ROI be tracked?
Universal Event Tracking (UET) helps customers track their campaign performance with the ability to count unique conversions, associate conversion goals with a single account and track the status of of tags and goals. Remarketing works in conjunction with UET and Conversion Tracking to help you reach your business goals.
Event Tracking is a feature that’s baked into Google Analytics but requires additional setup to use beyond merely adding the regular Google Analytics tracking code to your site. For that reason, many webmasters who aren’t heavily into analytics often eschew using Event Tracking because of its perceived complexity.
Tracking custom interactions with Google Analytics If you operate a website, chances are you're currently using Google Analytics for insight on how users interact with your site. By default, Google Analytics automatically tracks users, pageviews, average duration and bounce rate, but what are the options for custom interactions?
Events in Web Analytics — Resources about events, which help track specific activities performed by users on a website (such as clicking a button) and record them in web analytics tools.
Conversion Goals — Resources about conversion goals, which define when a user visiting a website does something that is beneficial to the site owners (a conversion).
Click Analytics and In-Page Analytics — Resources about in-page analytics - the practice of measuring activities performed by site visitors inside a page, primarily which links or buttons they clicked.
Site Search Analytics — Resources about site search and site search analytics - the practice of adding an internal search box to a website and tracking the searches performed by users.
Segmentation in Web Analytics — Resources about segmentation, the practice of dividing visitors to a website into segments (e.g. new vs. returning users) and measuring the behavior of each segment.
Attribution Models in Web Analytics — Resources about attribution, the practice of determining who was "responsible" for a conversion on a website - which channel or user activities contributed to the user's conversion.
Macro and Micro Conversion — Resources about types of conversions - macro conversions which are major actions the user takes that are beneficial to a website owner (like signing up), and micro conversion which are minor steps (like clicking a registration button).