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How to create goals and use event tracking in Google Analytics

Event tracking can be used to better understand your users’ behaviour on your website or app. These additional insights do not come pre-built in, you have to create the Events and need to understand how to brief them properly so you can understand the data when it appears in your report.

This Quick Win explores what Event Tracking is and how to identify the Events you should be tracking, how to brief someone to set up your events, and how to use that information to create event goals.

We will work through an example of a goal audit looking at the importance of having micro and macro goals in your Google Analytics account, how to create goals and assign a value to them.

Lastly, we will show you how to use your Event Tracking and goals to build segments and remarketing lists.

Why is this important?

Event tracking can be used to better understand your users’ behaviour on your website or app. These additional insights do not come pre-built in, you have to create the Events and need to understand how to brief them properly so you can understand the data when it appears in your report.

For some businesses, your website goals will be an Event Goal, e.g. watching a video, or a newsletter sign up that submits the data (therefore no thank you page). You can only create this type of goal if you have set up your Event tracking.

You need a line in the sand, that means setting up goals on your account so you can see what is working for you. Most websites just track the big picture goals, and this is a mistake as there is a lot of value in understanding the micro conversions.

There are videos to give the over-the-shoulder tutorial and templates for you to download and use.

What will I learn?

  • You will learn how to identify what Events you should be tracking on your website or app.
  • How to correctly label Events so they make sense in your reports and help brief your developers to create them.
  • What are micro and macro goals.
  • How to create goals and assign a value to them.
  • How to build segments and retargeting lists with Event Tracking and goals.

How it this Quick Win Structured?

This guide is structured into 3 parts, with over-the-shoulder video examples and templates to use for your own analytics account.

  • Part 1 – Event Tracking
  • Part 2 – Goals
  • Part 3 – Segments and Retargeting lists

About the author

Jill Quick, a digital marketing trainer and co-founder of The Coloring in Department. A candid and experiences marketer who loves to teach you not just how to ‘get’ digital marketing in theory, but how to actually DO it.

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How to create goals and use event tracking in Google Analytics



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