Event tracking refers to the measuring of interactions on a website beyond a web page load. Event tracking supplies data on how web visitors are engaging with a website, which makes it possible to optimise the SEO and PPC marketing campaigns to maximum effect.
Conversion tracking is a form of event tracking that refers specifically to an action representing either a transaction or a significant step towards one, like registering on a customer database or opening an account.
Events that can be tracked include document downloads, mobile ad clicks, interactions with gadgets, Flash elements, AJAX embedded elements, and video plays.
Event tracking is often linked into a paid advertising campaign which allows the marketing team to monitor how many visits from an advertisement are resulting in a transaction.
This measure of effectiveness applies just as well to SEO, where tracking events associated with organic visits from search can give valuable insight into the quality of traffic a site is attracting.
Event tracking made easy: Google Tag Manager
Google’s Tag Manager tool, introduced in 2012, provides a simpler and increasingly popular alternative to basic tracking.
Rather than having to tag an object by manually pasting code into a website, Google’s Tag Manager acts like a container and marketers use the Tag Manager interface to introduce event tracking.
There are a number of advantages to this approach; most significantly that marketing teams can now set up and manage event tracking without having to rely on developers to change code every time a new tag requires setting up. Tag Manager is a particularly welcome relief for large websites where implementing hard-coded tags on hundreds or thousands of pages is highly resource intensive.