The Events report displays data for all conversion events that are implemented on your website. You can use conversion events to analyze non-commerce business objectives, understand the relative value that they deliver to the business, and understand the marketing, promotion, and content activity that influence their completion.
Use the Events report to track the completion of non-commerce events such as signing up for an email or newsletter, downloading a PDF, using the Store Locator tool, and posting a customer review on your website. The Events report shows which conversion events are most often completed by visitors to your website.
The following list shows some of the types of activity that you can track using Conversion Event tags:
Measure Site Stickiness
- Play online game
- View account info
- Use an online calculator
- Use trip planner
- Use Comparison tool
Measure Self Service
- Sign up for a bridal registry
- Download help document
- Download form
- Download marketing information
Measure Retention Marketing
- Register for newsletter
- Sign up of webinar
- Add items to wish list
- Set email alerts
- Use store locator
- Visit contact us page
- Initiate chat session
- Register for callback
Examples: Event data analysis
The following examples show multiple ways to use Events report data:
- Tracking Email/Newsletter Sign Ups Performance
- Identify which marketing campaigns are generating email or newsletter sign-ups. Optimize your marketing spending by reallocating more resources to those campaigns and discontinue campaigns that are ineffective.
- Downloading/Viewing of Help Content
- Analyze individuals who interact with your Customer Support/Help content or live chat to see whether it impacts conversion and if fewer people contact your Customer Support team. Also, see which specific Help content and downloads are being used the most.
- Tracking Content Performance
- Identify what on-site content (whether that is through pages or products) influences a visitor to complete an Event using segmentation.
- Tracking Store Locator Usage
- Determine how often visitors use your Store Locator tool to find brick and mortar stores. Analyze which locations or areas that visitors are searching for most often. Create segments to see what this visitor segment does on your website after searching for a store.
How is data in the Events report populated?
Conversion Event tags populate data into the Events report. In order for the Events report to populate, it is necessary to use the Conversion Events tags to track non-commerce business objectives on your site. The Type 1 Conversion Event tag is used when an event is initiated, and a Type 2 Conversion Event tag is used when an event is completed. It is not necessary to use a Type 1 Conversion Event tag if you have a one-step event (such as a PDF download). For this use case, only a Conversion Event Type 2 tag would be used. It is necessary to pass an Event ID, Event Category ID, and Action Type in all of your Conversion Event tags. Also, it is necessary to have unique Event IDs to effectively track Event performance on your website. Event Points are optional.
Digital Analytics reports that contain Conversion Events data
Event data is contained in the following Digital Analytics reports:
- Events and Events - Hierarchy
- Top Line Metrics
- Session Event Funnel
- Marketing Channels
- Marketing Programs and Marketing Programs - Hierarchy
- Referring Sites
- Natural Search and Natural Search - Hierarchy
- Page Categories and Page Categories - Hierarchy
- Top Pages
- Elements and Elements - Hierarchy
- Site Promotions and Site Promotions - Hierarchy
Events report use case
This use case shows you how to use the Events report to increase sign-ups for a weekly email campaign.
You are responsible for driving visitors to your company website to get them to sign up for weekly emails. You are running three different campaigns to see which one is more successful at driving visitors to sign up for the email campaign. To drive changes, you must support your recommendations with empirical data. You first track the email sign-up with Conversion Events tags. When a visitor clicks the email sign-up link on the home page, a Conversion Event Type 1 tag is thrown. After the visitor fills out the necessary information and successfully submits the email sign-up form, a Conversion Event Type 2 tag is thrown. After data is collected, you create three segments that are based on the email sign-up conversion Event ID and overlay it on the Marketing Programs report to analyze which marketing promotion best drove email sign-ups. The following is the output of your report.
|MMC Vendor/Category/Placement/Item||Events||Event Points|
|Banner > Header > Email Sign Up > 10% Off||2,947||14,735|
|Banner > Header > Email Sign Up > Free Gift||994||4,970|
|Banner > Header > Email Sign Up > Free Shipping||537||2,685|
The banner advertisement that promotes 10% off for the next purchase for visitors who signed up for the weekly emails proved to be more effective than the promotions for a free gift or free shipping. The 10% off promotion was about three times more successful than the free gift promotion and about five times more successful than the free shipping promotion. You stop running the promotions for a free gift and free shipping and instead use only the 10% off promotion in the banner advertising to promote the email campaign.
Key performance indicators for the Events report
Focus on these key performance indicators when you analyze data in the Events report.
The Events report provides the following metrics in the default view.
- Events Completed
The number of conversion events completed. A count of the collected Conversion Event tags where type = 2 . Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Events Initiated
The total number of conversion events that were initiated (but not necessarily completed) by visitors for each conversion event for the specified date range. An Event is initiated or started when a Conversion Event Type 1 tag is thrown.
- Event Completion Rate
The percentage of visitors who initiate an event and complete it during the same session, within a specified date range.
- Event Abandonment Rate
The ratio of events that are abandoned to events initiated: Events Initiated minus Events Completed, divided by Events Initiated. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values are optional.
- Event Points
The total number of points that are captured for the selected conversion event during the specified date range. Event Points are an optional value that can be passed in Conversion Event tags.
Additionally, if you edit the Events report, you can add these metrics.
- Event Completing Sessions
The number of sessions in which an event was completed. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Event Initiating Sessions
The number of sessions in which an event was initiated. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Event Points / Session
The average number of event points per session: Event Points divided by Sessions. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Events Abandoned
The number of events (as defined by the conversion event tag) that were initiated but not completed for the selected conversion event during the specified date range. An Event is abandoned when a Conversion Event Type 1 tag is thrown, but the corresponding Conversion Event Type 2 tag is not.
- Events Completed / Session
The average number of events completed per session: Events divided by Sessions. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
The Events report uses same-session logic. Events tagging and reporting does not track events where visitors can save their progress and return in a later session to complete the event or processes. Each individual visitor session that is tracked for a given time period will complete an event, abandon an event, or never initiate an event on your website.