In this blog post you’ll discover new ways to get even more out of your Google Analytics data. Using the Event Tracking feature in Google Analytics, you can easily get answers to questions  like: “Which button do visitors click most often?” or “How can I get people to fill out my Quote Request form more often?” or “Are my customers clicking on the external links in the blog posts I write?” Well, you get the idea…

Your Visitors Use Your Website Differently Than You Think They Do

One of the first steps in determining what special actions you want to track on your site is to dive into the top-visited pages in Google Analytics. Start thinking about the various URLs and what they might mean to you.

What Does Google Analytics Pageview Data Look Like?

Sometimes there are variables and strange looking numbers and letters after the pagenames. You might want to ask your web developer what they refer to, so you can get a better idea of how pages and pageviews are recorded in Google Analytics. More likely than not, these strange characters are Query Strings that are used to either affect what content shows up on a page, or changes the layout of a page. Some of them can be ignored, but some are important.

identifying variables in query string of google analytics

First, identify the variables in the “query strings” of your pages seen in Google Analytics.

Adding Event Tracking Code to Your Website

In the screenshot below, you’ll see an image of webpage that has a “Favorite” button and an “Add to Library” button. These are examples various buttons and actions that can be tracked inside of Google Analytics.

trigger an event in google analytics goal tracking

Button clicks can be tracked as actions inside of Google Analytics with “Event Tracking”

There are many blog posts you can find in a search engine that share how to implement the proper code to enable this type of tracking in Google Analytics. However, the best resource is on the Google Developer Guides website.

resources google developer docs track external link clicks in analytics

You must implement a special snippet of javascript code to enable this type of event tracking in Google Analytics

Below, you’ll see an example of how simple code can be added to a Register button. Adding the “onclick” javascript code allows information from the visitors’ interaction with the webpage to be passed into Google Analytics.

action category label google analytics event tracking

An “Action”, “Category” and “Label” can be defined in the event that’s being tracked. This makes it easier to classify the various actions, like link clicks, button clicks, video plays, etc.

If you have a “Watch A Video” button on your webpage, you can see in the example below how to add the special code so you can track how many times the button has been clicked, how long the visitors stay on your website when they do or don’t click the button, and so much more.

action category label google analytics event tracking

This is an example of adding event tracking code to a “Watch a Video” button.

Doing this type of code editing might be a little out of your skill level. If so, you can always contact an Orion Group developer to have them do it for you. Otherwise, I hope this blog post helps you on your way to gaining more intelligence on how your website visitors use your website and that you can put that insight towards refining your website to increase business!