Event = An action that
does not generate a
How to Track Events?
You must add the additional
tracking code to each event.
Popular Events to Track:
Embedded widgets or scripts
Document files (ie PDFs)
<img src=“image_name.jpg" alt=“description” onClick=“_gaq.push(*‘_trackEvent’, ‘event
category’, ‘event action’, ‘event name’+);”/>
Goal Reporting in GA
GA tracks conversions
A conversion is simply a
desired action on a webpage.
GA offers 4 Goal types:
Pages per Visit
Goal 1: Increase the numbers of subscribers to the library
newsletter by xx%.
Goal Type: Event
Goal 2: Library users can find a research database in three clicks
or less regardless of where they enter the library website.
Goal Type: Destination URL or Event (with custom segment)
Goal 3: Increase the usage of the “browse the shelves” feature in
the library catalog.
Goal Type: Event
Track all your library’s web presences.
Move beyond the out-of-box GA install.
Find the user through filters or segments.
Implement event tracking for the pageless
Goals are necessary to determine site
Data collection is pointless if not used.
This presentation is based on:
Farney, Tabatha, and Nina McHale. 2013. Maximizing Google Analytics: Six high
impact practices. Chicago, IL: ALA TechSource.
Other good reads include:
Farney, Tabatha and Nina McHale. 2013. Web analytics strategies for information
professionals: A LITA guide. Chicago: ALA TechSource.
Kaushik, Avinash. 2010. Web analytics 2.0: the art of online accountability & science
of customer centricity. Indianapolis, IN: Wiley.
Keeping current on Google Analytics:
Google Analytics on Google Plus https://plus.google.com/+GoogleAnalytics/posts
Google Analytics Blog http://analytics.blogspot.com/
Slide 5: “Students Studying,” University of Denver. Flickr.