The Data Display Events page within the Settings > Property Settings of Google Analytics is a powerful feature often overlooked. It’s essential to review it regularly, ideally every six months, to ensure your data is accurate and comprehensive.
Below is an example of the events setup on my Google Analytics account, which are largely default events. I’ve used a 90-day comparison, sorting them in descending order by event count for clarity. It’s important to note that Google Analytics does not allow you to rename or delete events once they’ve been created, so setting them up correctly from the beginning is critical.
Why Event Tracking Setup is Crucial
Since Google Analytics event tracking is not retroactive, the sooner you get it right, the better. While BigQuery offers more control over data modification, it’s not ideal to be repeatedly answering management’s questions about misspelled events or improperly tracked data. You want a clean, well-organized event setup right from the start.
5 Questions to Ask When Reviewing Your Events Page
Here are the key questions to ask when reviewing the events page in Google Analytics:
1. Are all event names following the proper naming convention?
Event names should be lowercase with underscores separating words for readability. Consistency is crucial—although dashes are also used by some, underscores are generally preferred for compatibility.
Tip: Use a naming convention checklist and stick to it across your entire event tracking setup. For example, you can establish a format and progression tracking for custom events using vip_insiders_ask, vip_insiders_consider, and vip_insiders_transact.
2. Are there any duplicate events that should be removed?
It’s easy to end up with duplicate events if naming conventions aren’t followed. For example, you might have both a custom “Click” event and the default “click” event, leading to confusion and data inconsistencies.
Tip: Regularly audit your event list for duplicates and remove or merge them as needed to prevent clutter and confusion in your reports.
3. Are there events not getting any data?
Events that aren’t receiving data could be a sign of broken tracking or that the event is no longer relevant (e.g., tied to an expired marketing campaign). Removing outdated or broken events helps keep your setup clean and efficient.
Tip: Set up periodic checks to ensure events are firing correctly. Google Tag Assistant and GA Debugger are helpful tools for testing.
4. What are we not tracking?
As your website evolves, your analytics setup may lag behind. Review the customer journey and consider new interactions that need tracking. Whether it’s a new form submission, video play, or specific CTA, ensure your tracking is aligned with the most important actions on your site.
Tip: List key actions users take on your site and make sure you’re tracking them. New product launches or feature updates are great opportunities to reassess your tracking strategy.
5. What are our trends telling us?
Not all events are of equal value. Look at trends in event data, such as spikes or drops, and investigate any outliers. These trends can provide valuable insights into user behavior, helping you identify areas for optimization.
Tip: Analyze the relationship between event trends and conversion data. For example, if increased video views correlate with higher conversions, consider optimizing video content.
Additional Considerations:
- Event Categorization: Group your events logically (e.g., “Clicks,” “Form Submissions,” “Video Plays”) to make reporting easier.
- Custom Dimensions and Metrics: If you need deeper insights, use custom dimensions and metrics in your event tracking to capture additional data points.
- Custom Alerts: Set up custom alerts in Google Analytics to notify you when specific events trigger, especially for critical actions.
Conclusion
Regularly auditing and optimizing your Google Analytics events is key to ensuring your tracking is accurate and aligned with your business goals. By addressing these questions, you can streamline your event setup, avoid common pitfalls, and make sure your data tells a meaningful story.