What Is an Event?
Events refer to anything that internet users do during a session on your website, no matter how small. This could be anything from scrolls, clicks, and mouse movement to form submissions, sign ups, and conversions.
What Is an Event Tracking Tool?
An event tracking tool is software that you can use to analyze any website visitor action. Website analytics platforms already report on key events like conversions and page loads as standard, but some provide additional features that enable you to dive deeper into any user interaction that interests you.
What Is Event Tracking in Digital Marketing?
Event tracking is the process of collecting, analyzing, and reporting on website user actions. Standard event tracking is the basis for website analytics, but custom event tracking enables businesses to track more actions - with high-value actions like sales, signups, and form submissions being common examples.
Why Is Event Tracking Important?
Digital marketing demands both a visible website and effective marketing campaigns for businesses to stand out in what is a competitive marketplace. Web analytics makes this possible; powered by event tracking software, these platforms are the best way to optimize digital marketing and drive sales upwards.
What Is Custom Event Tracking?
Custom event tracking enables businesses to track events that are not included in log file analysis or standard web analytics reports. It enables the web analytics platform to report on the vast majority of user actions, with untrackable behavior generally limited to right-click actions and - sometimes - PII data input.
Why Is Custom Event Tracking Important?
Custom event tracking enables marketers and website owners to calibrate website analytics to the specificities of their businesses. It’s an infinitely malleable tool that can help you learn about your customers, track the performance of campaigns, and quantify your marketing ROI.
What Is the Difference Between Custom Conversions and Custom Events?
Conversions refer to a purchase, signup, or providing contact details, and custom conversions are a normal part of conversion funnel analysis. This means that conversions are a type of event, but their importance means that they are generally analyzed separately by website analytics platforms.
How Do I Track Custom Events?
Custom events are those that are not tracked in standard website analytics reports. Tracking these requires using a platform with a custom event tracking tool, and activating event tags for whatever extra user actions you want included in these reports. With TWIPLA, you can find instructions in our support page.
How to Improve Your Site with Event Tracking Reports?
No two businesses are the same, and it’s unlikely that you’ll make the most of web analytics without tracking additional user actions that are important to your business. You can best improve your website by setting up further events in line with your business goals, and using these insights to guide optimization activities.
What is Automatic Custom Event Tracking?
Automatic event tracking is a dashboard that displays all the events that are tracked as standard by website analytics platforms. It enables marketers to calibrate reports to the specificities of their businesses, by only tracking events that are of importance to them.
What is Manual Custom Event Tracking?
Manual custom event tracking is a second custom event tracking feature, and enables marketers to go far deeper into user actions. It’s manual because users need to generate a custom event tag, and then paste it into the coding of the webpage element to track.
What Is Event Tracking in SEO?
Event tracking in SEO is the process of analyzing the behavior of users who arrive organically on your website from search engines. These insights can be used to improve keyword selection, content delivery, and page layout in a way that will enhance the quality of traffic, and the proportion that convert.
What Are the Limitations of Custom Event Tracking?
Custom event tracking can cause issues if not used properly, and tracking too many events can affect site performance. It can be confusing to use, particularly without a naming system and wider data tracking strategy. The tags can also break after webpage layout changes, and data collection normally isn’t retroactive.
Is Custom Event Tracking GDPR Compliant?
Custom event tracking can be GDPR compliant, but it depends which website analytics platform you’re using. Google Analytics, for instance, is not, and the company continues to suffer at the hands of data privacy enforcers because of it.
However, there are a range of alternatives like TWIPLA that have built their platforms to meet GDPR requirements - enabling you to integrate this tool into your work without creating extra data protection compliance work.
Can eCommerce Stores Use Custom Event Tracking?
Yes. Website analytics can be integrated into marketplace stores, and the custom event tracking tool is very useful for online retailers. This tool provides powerful insights that can be used for in-page conversion analysis, and to improve the performance of your various digital marketing campaigns.
What Actions Can Be Monitored by Custom Event Tracking?
Custom event tracking can record any website visitor action that you care to think of. Form submissions, payment plan updates and product features are all considered important user actions to track, and other examples include clicking on a link, watching a video, and downloading a file.
However, it’s important to remember that custom event tracking also enables you to deep dive into any user action. For instance, this tool can be set up to not only monitor the number of people that watch a video, but where they stop, rewind, and fast forward it.
What Are the Best Events to Track?
The best events to track will depend on the specificities of your business, but form submissions, payment plan changes, and product feature usage are good places to start. You can also use custom event tracking to monitor the behavior of converted users in the lead up to a purchase, making it a great aid to conversion funnel optimization.
How Do I Create a Custom Event in TWIPLA?
Tracking a new event in TWIPLA involves generating a custom event tag, before manually pasting it into the element related to this action. The feature does require some knowledge of coding, but it provides you with a way to go much deeper into user actions if you feel that this is necessary for your wider business goals.
Feel free to visit our support page to find detailed instructions about creating a custom event in TWIPLA.
What Is a Custom Event Tag?
A custom event tag is the line of code you can use to track any user action that is not tracked as standard by your web analytics platform. It is made up of six fields - event category, event action, event label, event field, fields object, and binding action.
What Is the Event Category in a Custom Event Tag?
Event category is essential information for a custom event tag. It refers to the specific type of website element that you want to analyze, and includes anything from images and videos to buttons, forms, and downloads.
What Is the Event Action in a Custom Event Tag?
Event action is another mandatory field for a custom event tag. It refers to the exact user interaction with a website element that you want to analyze. With a button, this would be a click or hover. For a video, this could be a click, start, pause, stop, skip, rewind, or fast forward. Good examples of event actions include “play video”, “pause video” etc.
What is a Webpage Element?
Elements are the basic components that make up a webpage, and exist to provide internet users with information and website navigation options. Examples of webpage elements are links, images, videos, tables, forms, headings, and paragraphs, as well as numbered and bulleted lists.
What is a Website Radio Button?
A website radio button is an interactive webpage element that enables internet users to select from a list of multiple options. <Radio> is the HTML code for generating the small circles next to each option in a list, which internet users can select, with a common example found in online surveys and polls.
What Is the Event Label in a Custom Event Tag?
Event label is an optional addition to a custom event tag, and is the reference or name for the specific event action that you want to analyze. This makes it easy to find the custom event tag that you’re looking for, and is particularly useful if you’ve used this web analytics tool to create a large number of them.
What Is the Event Value in a Custom Event Tag?
Event value is another optional piece of information for a custom event tag, and exists for more experienced web analytics users. It refers to the monetary value of the custom event to your business, and enables you to monitor the impact of this action on your marketing ROI.
For example, if the element you’re monitoring is a signup form for a $100 subscription, then the event value would be $100. Alternatively, if you’ve calculated that 25 button clicks brings in $100 for your business, then the event value would be $4.