UX-focused Event Tracking in Google Analytics

UPDATE: Check the updated version if you’re still using Google Analytics.

If you cringe at the thought of having to navigate through the Events section of Google Analytics (GA) to understand customer behaviour on your website, then this guide is for you.

Often, many GA setups take Event Category, Event Action and Event Label quite seriously. Which may unfortunately leaves the non-analyst or admin something like this:

Event Category

1. Button
2. Enhanced Ecommerce
3. PDF
4. Utility
5. Product

…aka something no one can understand unless they understand all the different Events or Actions a user can take on the site.

And if you’re lucky, the list of Event Categories are only limited to 20 if they do not contain extra information like Page URL.

The main reason why a useful naming convention for Event/User Interaction Tracking is to aid in a quick and robust understanding of user behaviour as they journey through a website/app/software. If the convention isn’t easily understood, then you’ll probably be spending more time than necessary (believe me, filtering with BI tools like Data Studio does not make it any easier).