A guide to name and analyze tracking events

In our latest post, we explained what you really need to know about event tracking as a product manager. Even with good knowledge about event tracking it happens that you get confused when it comes to the definition and evaluation of tracking events. Reason enough to focus on these questions.

There are some established tracking tools and with each, event tracking is handled differently. In order to explain the naming and the evaluation of the tracking events, we chose the big player Google Analytics to dive into.

A hint from us: If you are a Google Analytics user, you can define your tracking events very easily with PixPecker and install it with a few clicks. Therefore, you save much effort for communication and coordination with web analysts and developers. Instead, you start PixPecker, choose per click the element on your website that you want to track, name it and from now on it is tracked by Google Analytics. Are you an Early Adopter and curious about the tool? Then test PixPecker for free!

Naming — The big picture
All events you want to set on your website have to be provided with a name, so you can find them later on in Google Analytics and trace it back to the respective event. In order to do this, the following characteristics can be defined. These categories allow you to cluster the data later in your evaluation:

  • Event Category
  • Event Action
  • Event Label
  • Event Value (optional)

Event category
The event category is the main category, where all events that belong together are summed up. Are there several similar elements, like e.g. product information in an e-commerce shop, it makes sense to use the same labels for event category in all events that belong together. For example it could be „product information“.

Event action
The event action describes the actual action that the user takes on your website. Probably the most frequently action is „click“. If relevant, it can be refined as e.g. „read“ or „chosen“, depending on the purpose of the user’s click. It is important to name different actions differently, so that later on you can identify the action clearly. On the other hand, it makes sense to name the same actions on the whole website identically, so you do not lose the overview.

Event label
With the event label, the element gets a unique name. So afterwards, for the evaluation of the tracking points, the correct event can be analyzed. Based on the label, it can be measured how often a user is interested in information about materials compared to e.g. dress sizes.

Event value
The event value is a numerical value, which can be added (optionally) to the tracking point. E.g. units that represent the value of the triggered event for the business are suitable as value: for example a (fictitious) currency as money or time.

The evaluation with Google Analytics
In your Google Analytics overview on the left column you can find the category „behavior“. Your tracking events can be viewed in the subcategory „events“. To view all events, you click „view full report“ (on the lower right corner) if necessary. Please keep in mind that it can take up to 2 hours after the creation of a tracking event until it appears in this report.

The event overview shows you an overview for all generated events. They are grouped by the components category, action, label — the labels that you have configured in advance. Now choose a component you want to analyze in detail and click on it. Here you can see which event was triggered how often.

Unique events
Google Analytics differentiates between two metrics: events and unique events. When we look at the metric “events”, all events are summed up — regardless if a user triggered the event once or several times in a session. In the metric „unique events“, your data is deduplicated. This means, if the event is triggered more than once in a session, it is counted only once.

Provided with this knowledge about event tracking and the knowledge that the installation of event tracking with PixPecker is that easy, you can make data based decisions and develop your product in a data-driven manner.