An event is a type of measurement for interactions that take place on your website. Event tracking allows you to count or measure the interactions that don’t necessarily involve loading another page from your site. For example, an event can be the press of a button, the completion of a form, the download of a file, or even playing a video.
There are a number of tracking tools available out there but the most common among them are Google Analytics, Mix Panel, Kissmetrics & Heap.
1. Understanding user behavior while browsing thRough your site.
You may want to track user behaviors within your site, such as “add to cart” button clicks, form submissions or video views. This will enable you to understand what your users do when they are on your site. With event tracking, you can gather critical information about how people are using your website and this will allow you to make some important marketing decisions.
2. Tracking the Effectiveness of Marketing Campaigns.
Managing today’s online marketing can be quite complex, especially when you have have several campaigns running at the same time. With most marketing managers under constant pressure to deliver more conversions, event tracking becomes an essential tool in determining the best strategy for these campaigns and also in helping managers determine which campaigns are performing best.
3. Identify which pages and links your visitors click the most.
Through event tracking you will be able to know which are the most popular pages and links on your site, allowing you to identify if people are more interested in one product or service than another. This information will allow you to make the right decision and be sure that your most profitable products or services are the ones that get the most views. Event tracking can also allow you to measure whether your SEO campaigns are directing the traffic to the correct pages on your site.
4. Visitor segmentation.
Visitor Segmentation is the practice of dividing visitors to a website into segments – for example new vs. returning users – and measuring the behavior of each segment. With event tracking you will be able to know how many new visitors that your SEO optimization campaign brings to you and from there you can also segment the results by new or returning visitors, geography and referral sources. With this report, you will be able to fine tune your website so it will bring you more quality prospects in the future.
5. Tracking downloads.
If you’re offering downloadable resources to your site visitors, you’ll need to know if they’re actually downloading them. There are times when you will want to track file downloads and show how many times users download your files like newsletters, white papers, and other forms in order to gauge the level of engagement with the resources you are posting.
6. Picking the right keywords & Content.
Event tracking will allow you to know where your site visitors are spending most of their time and how they find your website. From this analysis you can better understand the best keywords and content to use.
Remember that once you have your event tracking (analytics) in place and you start collecting your data, the job isn’t done yet. You need to understand and make sense of the data and then turn these metrics into a valuable decision-making tool for your website and business marketing.