Analysing user interactions on your website is key.
Event tracking refers to monitoring and analysing user interactions on your website. The valuable data plays a significant role in refining organic as well as paid media marketing activities. Conversion tracking (a form of event tracking) specifically indicates a step towards or the completion of an action.
Events that can be tracked include engagements, ad clicks, as well as downloading of content (video and text-based). We specialise in using Google Tag Manager – a tool that allows us to introduce tracking to specific events.
Tracking is generally linked to paid media ad campaigns. It provides us with a method to follow the users’ path to conversion. Based on the event tracking, strengths and weaknesses of campaigns can be found, and ways to improve overall performance may be extrapolated.
Event tracking is a core part of any analytics procedure. Having the ability to follow the way users engage with your website is not only informative of how people view your product and your website but sets the tone for future optimisation practices.