The Importance Of Digital Analytics Events For Your Business

Events; “things that happen or take place, especially ones of importance” as defined by English Oxford Dictionary.
This in itself is a good explanation of a basic idea for an event, easy enough to understand as an “offline” concept and translated quite literally for “online” application.

OK so you knew that already, now let’s undoubtedly understand HOW analytics events apply to YOUR web site and WHY this seemingly simple concept is so significant for your business.

A “Marketing Funnel” is another concept that has become fundamental amongst Corporate CEO’s and Small Business Entrepreneurs alike. How exactly does the Acquisition > Behavior > Conversion : Sales Funnel, apply when migrating and trying to understand marketing “online”?
Short answer. The standard and static “sales funnel” can be manipulated like you never before thought possible, when applied to an online marketplace!

With an JS tracking code, developed by the brains and masterminds at Google ™.  Anonymous track information about each time a user visits or interacts with a web page or platform. Your business can collect and compile this important data and apply it in real time to your web site statistical results, with the Google Analytics interface. This grants your business the ability to accurately gauge where users are falling out of your marketing funnel and gears your company up for making more sales.

Analytics uses “hits”  to send interactions with your web site, the three most common types of “hits” are:

  1. Pageview
  2. Event
  3. Transaction (A “ecommerce hit”, will not apply to all web site types)

Events are “attached” to web site elements,  a web site element is a part of your web site, many parts / elements make up a whole web site.

When considering where to place analytics events, it is preferable to track what you feel are the most important elements to your marketing funnel, as long as the event you are planning to track is not the same as tracking a pageview, it should add value to your marketing / analytics strategy. The web site elements to consider should be those that make the most contribution and impact on potential sales.

So exactly what elements CAN be tracked with “analytics events” in Google Analytics?

In this humble analyst’s opinion,  it would be more appropriate to ask what elements CAN’T be tracked with events in Google Analytics and how about the actions user take when interacting WITH the elements of your web site – Yes those are trackable too…

Button

Client

Jane is a in-house marketer for a flower shop.

Objective

Decipher which categories are most popular with the users that browse her company web site.

Event

Implemented for each of the main categories in the web site navigation.

Outcome

Form

Client

Raj sells automotive services.

Objective

Identify the disconnect between users navigating to the contact page and not completing the contact form to apply for a service.

Event

Created for his contact form.

Outcome

Raj is now aware as to where the disconnect on the contact page was coming from and put in actions to rectify it.

Scroll Bar

Client

Thembo writes sponsored content & has paid advertising on his web site.

Objective

Measure user interest by page depth.

Event

Track the page depth obtained with the scroll bar.

Outcome

The data collected indicates to Thembo the level of his user's engagement and help prove to the advertisers that the articles he is being paid for are being seen.

Image

Client

Vinesh is a successful offline shoe entrepreneur, with a website.

Objective

Gauge popularity of two created sliders that alternate between three images of his bestselling shoes.

Event

Added to each slider image.

Outcome

Vinesh can now with more success promote the most popular shoes to his customers, using the data of which entices more users interest online.

Video

Client

Ayanda promotes self-help videos.

Objective

To determine if her video are being watched and video popularity.

Event

Tagged on video play and pause buttons.

Outcome

Ayanda now knows not only if users are watching but HOW engaged they are with the videos themselves.

Log-in

Client

Daniel maintains an e commerce store.

Objective

Investigate if his users are more likely to buy products when they are logged into his store.

Event

Added to his web site log-in element.

Outcome

Daniel can compare these monthly numbers to his monthly sales profits and decide if it is worth dedicating to making this login process easier for potential customers.

Pop Up

Client

Prisha owns her own nail salon and has a mailing list broadcasting her curent specials.

Objective

Promote her nail specials and discounts with more success, using her web site pop up.

Event

Implemented on pop up element states.

Outcome

This data, in combination with her “offline discount sales" data collected, may now be compared to decipher if the majority of her mailing list / “discount buyers” are stemming from the offline beauty salon appointments or her web site pop up.

Download

Client

Sue maintains a web site promoting and selling her ebook.

Objective

Document how many times the “teaser” PDF, she has placed on her home page is being downloaded to give her an idea of possible future sales.

Event

Added on the e book "teaser PDF".

Outcome

Sue now tracks the monthly downloads of her e book "teaser", in conjunction with the current web site visitors, to monitor how by how many users download and then purchase the remainder of her e book.

Email Link

Client

Craig runs an offline yogurt shop with a company web site.

Objective

Evaluate and adequately measure the success of his email marketing coupons campaign success.

Event

Implemented to the email sending out coupons.

Outcome

By tracking how many of his subscribers took advantage of this coupons with purchases. Craig is able to use this measured marketing tactic, when business is slow, to increase revenue by an expected amount.

Social Share

Client

Bongi owns a online pet store and would like to test a new marketing idea.

Objective

Bongi takes a picture of the newly adopted pets with their owners and places that picture on his website, to influence social sharing.

Event

Placed on the social shares of these pictures.

Outcome

Monitoring shares, alongside his web site sales data, which allows Bongi to measure the success of his business idea, of creating a "buzz" for his pet store on social media.

The success of a business is determined by the way the business owner runs his or her company, assets and staff. Analytics events work in a similar way, when implemented and monitored correctly, users actions can be tracked to gather the most important aspects from your platform, through the valuable information they can offer your business.

Whether highlighting problem areas in your marketing funnel, web site platform or business strategy that you weren't aware of, or even showcasing a popular user option that you can now take better advantage of.

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By | 2018-04-16T11:32:31+00:00 April 6th, 2018|Digital Analytics|0 Comments

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