Google Analytics has always had URL Goals (when a visitor reaches a specific page). In 2009, Engagement Goals added to track success metrics around visit depth and time on site. Now, in the new Analytics, Google added “Event Goals” that gives you even more reason to use event tracking.
You can use Event Tracking to track visitor actions that don’t correspond directly to pageviews — it’s great for tracking things like:
- Downloads of a PDF or other file
- Interaction with dynamic or AJAX sites
- Interaction with Adobe Flash objects, embedded videos, and other media
- Number of errors users get when attempting to checkout
- How long a video was watched on your site
Events are defined using a set of Categories, Actions, Labels, and Values. Here’s how you might set up event tracking for tracking downloads of whitepapers and presentations. These interactions all have potential business impact, but until now you couldn’t track them as goals in Analytics. Let’s look at three ways you might use Event Goals on your site.
- Tracking Downloads: You can track the number of downloads on your site using event tracking. With new Analytics, configuring this as a goal is easy. We simply match any event with the category of “download” and the action of “whitepaper”. Finally we set the goal value as 20.
- Using The Event Value As The Conversion Value: With Event Goals, you’ve another option: using the event value as the goal value.
Again putting yourself in the shoes of a B2B website owner, you realize not all your whitepapers bring in the same quality of lead. The lead value associated with downloading a certain whitepaper is $20, but the lead value from a different whitepaper is $35. Rather than creating a separate goal for each, you can pass the values 20 and 35 as the Event Value, and then set up the goal to use the actual Event Value:
Now when a goal is matched, the value passed in the event will be used as the goal value.
[Source: Google Analytics Blog]