Event tracking allows websites to monitor user interactions that don't generate page views, like outbound links, form completions, downloads, and more. The document outlines how event tracking can help understand user behavior and make better business decisions. It recommends strategically selecting key metrics to track, rather than everything. A good naming structure uses plural nouns for categories, past tense verbs for actions, and singular nouns for labels. Properly setting up and observing event data can provide insights to improve conversions.

1. Boost your website
analytics with
Event Tracking
WordCamp Montreal 2017

2. Daphnée Laforest
Product Manager @
Human Made
nomade_moiselle

3. The goal today is to get to know how Event
tracking can help you understand better your
users.
WHAT WILL YOU LEARN
What is event tracking
What are all the possibilities
Anatomy of an Event
Events and business decisions
Where to observe the results

5. SAY SOMETHING
MEANINGFUL
But don’t write too much
But what are users
really doing on your website?

6. EVENT TRACKING

7. THE ABILITY TO TRACK BROWSER
BASED EVENTS THAT ARE NOT
GENERATING PAGE VIEWS
Some examples…

8. 1/OUTBOUND LINKS
Adverts
Sister-site products
Social icons
Affiliate links

9. 2/FORM COMPLETION
Sign up to a newsletter
Form left incomplete
Pourcentage completed

10. 3/PDF DOWNLOADS
Ebooks
White Paper
Documentation

11. 4/VIDEO INTERACTIONS
Play
Stop
Duration
Average watched

12. 5/ECOMMERCE
Viewed product
Added to cart
Purchased

13. 6/MANY MORE…
Live-chat
Pop-ups
Scroll reach

15. What are all the different aspects of an event and
what is it doing?
ANATOMY OF AN EVENT
(category, action, label, value, noninteraction)

18. bit.ly/event-generator 👈
EVENT GENERATOR

19. bit.ly/event-tracking-guide

20. What can should you track?

21. BE
STRATEGIC
You don’t need to track everything,
focus on the key performance indicators

22. HAVE A STRUCTURE

23. A NAMING STRATEGY
USING ENGLISH GRAMMAR
http://bit.ly/naming-strategy

24. Use plural nouns that describes what
data is being looked at
1/ CATEGORIES : PLURAL NOUNS
• Category: “PDFs“
• Category: “Videos”
• Category: “Outbound Links”
http://bit.ly/naming-strategy

25. Use past tense verbs to describe what
action the user took
2/ ACTIONS : PAST TENSE VERBS
• Action: “Downloaded“
• Action: “Clicked
• Action: “Scrolled”
http://bit.ly/naming-strategy

26. Use the singular subject noun that is
receiving the action
3/ LABELS : SINGULAR
SUBJECT NOUNS
• Label: “White Paper title”
• Label: “Ebook title”
• Label: “Product-name”
http://bit.ly/naming-strategy
All labels must be unique for this to work

27. Category: “PDFs“, Action: “Downloaded“, Label: “Remote-Work Whitepaper“
Category: “PDFs“, Action: “Viewed online“, Label: “WP REST API”
Category: “Outbound Links“, Action: “Clicked“, Label: “Nomadbase”
Category: “Videos“, Action: “Played“, Label: “WCEU Talk“
A SCALABLE STRATEGY

28. SAY SOMETHING
MEANINGFUL
But don’t write too much
Observe

30. Summary
• Event tracking are interactions on your website
• Helping you to make better business decisions
• No need to track everything
• Focus on the business most important KPIs
• Use a good naming strategy
• Create goals and observe your data conversion

31. 📸 📸 Take a picture of this slide!! 📸 📸
Code Generator —————————— bit.ly/event-generator
Event Tracking Guide ———————— bit.ly/event-tracking-guide
Google Analytics Events Documentation —— bit.ly/developer-guide
Naming Strategy ————————— bit.ly/naming-strategy

32. THANK YOU!
nomade_moiselle