Event tracking helps you understand how users interact with different elements on your website. While most website owners install Universal Google Analytics (UA) to track traffic and pageviews, they often miss out on tracking actual user interactions like clicks, dropdowns, video plays, or form submissions. This detailed article explains how to focus on event tracking when using Universal Analytics and how to apply those insights to improve website engagement.
However, it’s important to note that Google has now replaced UA with GA4. But since many websites still use or understand UA, this article includes both Universal Analytics and transition advice to GA4.
What is Event Tracking?
Event tracking is a feature in Google Analytics that lets you record user interactions with content that doesn’t automatically generate a pageview. This includes things like:
- Clicking on a dropdown menu
- Watching a video
- Clicking an outbound link
- Downloading a file
- Submitting a form
- Clicking buttons or images
These interactions give valuable data about user behavior beyond simple visits. Without event tracking, Google Analytics won’t be able to measure such actions.
Why Default Analytics Setup Isn’t Enough
When you install the basic Analytics tracking code, it only captures standard pageviews. It does not know if someone clicked a PDF download, clicked play on a video, or interacted with dropdown menus made using JavaScript or jQuery.
For example, if a user interacts with a jQuery-based dropdown or clicks on an interactive feature, Google won’t know unless extra event tracking code is added.
Understanding the Structure of Event Tracking
In Universal Analytics, the event tracking format is based on this structure:
ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue]);
Here’s a breakdown:
- eventCategory: The object you want to track (e.g., “Video”, “Dropdown”)
- eventAction: The type of action (e.g., “Click”, “Play”)
- eventLabel (optional): Additional information to describe the event (e.g., “Home page menu”)
- eventValue (optional): A numerical value (e.g., download size)
Example:
ga('send', 'event', 'Navigation', 'click', 'Dropdown Menu');
This code tells Google that a user clicked on the dropdown menu in the navigation.
How to Set Up Event Tracking Manually
Let’s say your site has a menu built with jQuery. When someone clicks “More Info”, a dropdown appears. Google doesn’t record this unless you tell it to.
Here’s how you can manually implement event tracking:
<a href="#" onclick="ga('send', 'event', 'Menu', 'click', 'More Info');">More Info</a>
You can also include it in your external JavaScript file if you want to keep HTML clean:
document.getElementById("moreInfo").addEventListener("click", function() { ga('send', 'event', 'Menu', 'click', 'More Info'); });
Event Tracking with Google Tag Manager (GTM)
For many users, especially marketers or non-developers, Google Tag Manager is easier than writing code manually.
Steps:
- Login to Google Tag Manager
- Create a Trigger
- Choose “Click – All Elements”
- Set conditions (e.g., click text equals “Download Brochure”)
- Create a Tag
- Choose “Google Analytics – Universal Analytics”
- Track Type: Event
- Add Category, Action, Label
- Link the tag to the trigger
- Publish the container
This method allows you to track events without touching your website code.
Real-World Use Cases
Here are several examples of events that web developers in Dubai and worldwide often track:
1. Button Clicks:
ga('send', 'event', 'Button', 'click', 'Subscribe Now');
2. File Downloads:
ga('send', 'event', 'PDF', 'download', 'Company Brochure');
3. Video Play:
ga('send', 'event', 'Video', 'play', 'Homepage Intro Video');
4. Social Media Links:
ga('send', 'event', 'Social', 'click', 'Facebook Link');
How to Test if Your Event Tracking is Working
After adding the event code or configuring via GTM, test to ensure everything works correctly.
Testing Options:
- Google Analytics Real-Time Reports
- Go to Real-Time > Events
- Click the element and check if the event shows up
- Google Tag Assistant (Chrome Extension)
- Helps check if your Analytics and event codes are firing correctly
- Preview Mode in Google Tag Manager
- Use the “Preview” button to test tags before publishing
Transition Note: GA4 Instead of Universal Analytics
Since Universal Analytics has been officially retired, you should consider switching to Google Analytics 4 (GA4). The structure of event tracking in GA4 is different.
In GA4, everything is tracked as an event. Even pageviews are events.
GA4 Event Example:
gtag('event', 'button_click', { 'event_category': 'Button', 'event_label': 'Subscribe Now' });
In GTM:
Use GA4 Configuration tag + GA4 Event tag.
Though this article focuses on Universal Analytics, preparing for GA4 ensures your setup stays future-proof.
Mistakes to Avoid
- Tracking too many irrelevant events: Focus only on actions that provide meaningful business data
- Not using Labels clearly: Vague or duplicated labels make reports harder to understand
- Not testing before publishing: One small error can break the tracking
- Forgetting about GA4: Continuing with only UA could make your reports outdated
Summary Checklist
Before you wrap up, make sure:
- You have identified key actions you want to track
- Implemented event tracking either manually or via GTM
- Structured events with clear category/action/label
- Tested events using real-time reports or Tag Assistant
- Planned or started your transition to GA4
Final Thoughts
Tracking how users behave with buttons, menus, forms, and other dynamic elements on your website is essential. Event tracking gives this power. Whether you’re a business in Dubai using interactive real estate menus or a blogger sharing downloadable content, the ability to measure those interactions helps you improve your website’s performance.
If you’re still relying on basic Google Analytics without event tracking, it’s time to go deeper. Set up event tracking today, test it properly, and gradually migrate your process to GA4 for long-term benefits.
