Best Practices for Event Tracking in Google Analytics and Personalization

  • Updated

OVERVIEW

You can use Event Tracking to capture data about your visitors' interactions with your web pages. Leverage it with Google Analytics (GA) and Demandbase Personalization to gain insights and take action.

EVENT TRACKING IN GOOGLE ANALYTICS

You can send events from Demandbase Site Customization into your GA reporting suite. This gives you the ability to pivot on additional dimensions within GA for the experiences presented to your segments.

WHY USE IT?

Event Tracking is a powerful tool in GA that enables you to:

  • Record actions that occur within a web page.
  • Identify user behavior and engagement that are not available with built-in metrics, such as page views.

BEST PRACTICES

  • Build an event tracking plan.
  • Identify actions that impact marketing objectives.
  • On-page actions that do not result in real value should not be tracked. Events that track when a page fully loads,or excessive scrolling tracking may be interesting but can cloud reporting and do not provide strategic value.
  • Create logical event hierarchies based on event category, event action, and event labels.

EVENT TRACKING WITH DEMANDBASE PERSONALIZATION

WHY USE IT?

Event Tracking with Demandbase Personalization helps you with the following tasks:

  • Quality Assurance to confirm the personalized experience is being displaying to the intended audience.
  • Identification of interactions with personalized CTAs or messaging.
  • Comparison of personalized user interactions vs non-personalized for audiences.

BEST PRACTICES

  • Set event tracking for all personalized experiences.
  • Include event tracking for CTAs throughout personalization experiences.
  • Use the following event hierarchies for all messaging with personalization.
      • 1. Event Categories
        • 2. Event Label
          • 3. Event Action

    Example:

    • 1. Event Category: Demandbase - Personalization
    • 2. Event Label: [Experience Name]
    • 3. Event Action: View - [Page Name]

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