- Event tracking is the monitoring of interactions on a website that go beyond a simple web page load.
- Conversion tracking is a form of event tracking that refers specifically to an action representing either a transaction or a significant step towards one.
More about event and conversion tracking
- Event tracking captures data on how visitors are engaging (or not engaging) with a website, making it possible to fine-tune SEO and content strategies.
- Conversion tracking 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.
Relevance for SEO: Tracking events associated with visits from organic search can give valuable insight into the quality of traffic a site is attracting.
Google Analytics tracks ‘page load’ events by default. When a visitor comes to a site, the page they enter through, how much time they spend on it, and where they go next, is captured in Google Analytics.
Other 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 marketers to monitor how many visits from an advertisement are resulting in a transaction.
Common events that are often tracked include ‘add to cart’, ‘subscribe to newsletter’, ‘register’, and ‘send to friend’.
Google’s Tag Manager tool provides a simpler and increasingly popular alternative. Rather than having to tag an object by manually pasting code into a website, marketers can use it easily to introduce event tracking.