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Google Analytics: Events

Setting up an Event in Google Analytics means tracking the interaction of a user with the web page. Basically, Google Analytics tracks and records whenever a user enters a page, meaning the Page Views, just make sure you have Google Analytics installed correctly. However, Google does not track the interactions of users when they surf the same page, click on parts of the page, see ads or other pop-ups, etc. We all know that users do not visit a page and immediately open a different page; and there are various interactions that Google does not track, such as:

  • Clicking on the Play/Stop/Pause of a video
  • Sorting lists of products 
  • Using the chat functions
  • Sharing the page
  • Seeing different pop-ups
  • Downloading files
  • Submitting forms
  • Clicking on the pop-up
  • Adding products to a basket

With the help of Google Analytics Event, you can track any of the user’s interactions on your page.

Structure of Events in Google Analytics

The structure of Events in Google Analytics uses Labels, Categories, and Actions. And, as much as you need them, using the values entirely depends on you. Although there are no strict rules on how to use them, however, below you will see their common usage

Event Category

It is your primary category to be given to one particular or cluster of the same classes. For example, 

  • PDFs
  • Outbound Links
  • Videos
  • On-Page Buttons

Event Actions

What kind of interaction are you going to track? For example

  • Which button the user clicks
  • Playing a video
  • Downloading files

Event Label

It is the extra information about the event, such as

  • Name of the video
  • Name of the file the user downloads

Event Value (this is Optional)

It about how much value you assign to a particular Event. The value can be related to money, the amount of time, the value of the weight, and so on.


Primarily, Events that occur due to the actions of a user on a page are under non-interaction control. Whenever there is an Event, it informs Google Analytics of the rate of the bounce of pages to change.

This means that you have the power to decide to track an event, even if it is an interaction that is taking place. The rules are as follows:

  1. Setting non-interaction to False, which means an interaction took place
  2. Setting non-interaction to True, which means an interaction did not take any place
  3. False Non-Interaction:

This is the Event where a user interacted on a page-

  • Filling out the form by the user
  • The user clicking on the play button of a video
  • Clicking on an image of a product by the user
  • Clicking on an interactive map by the user

True Non-Interaction:

This is when the user does not interact directly with the page-

  • When the user sees a product
  • When there is a pop-up banner on the screen
  • When the user lands on a page
  • When a video starts to play immediately when the user opens a page

Setting up Events on Google Analytics 

Before we begin, it is vital that you know the two chief methods of events:

  1. Adding the code of Google Analytics Event to the website
  2. In the Tag Manager, you need to set up the Google Analytics Events
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How to set up a Google Analytics Event on the website using code?

The original method is setting up Google Analytics Event manually; however, it is a difficult task. And this is also probably the reason why this method of tracking is left out in Google Analytics. But, of course, now that there is the Google Tag Manager, all this has come to change since this is a more straightforward method. 

The code you add is another extra code of Google Analytics that you place in the events you want to track on the page. The order in which the code is laid out always as:

  • Category
  • Action
  • Label
  • Value
  • Fields Objects

It is crucial to note that, as mentioned earlier, manually setting up a Google Analytics Event is challenging. And you will have to follow the set of steps on every page.

How to set up an Event using Google Tag Manager?

Setting up Events using the Tag Manager will take less time as compared to setting up events manually. But, to begin creating the Event using the Tag Manager, you need to ensure that you have set up Google Page Tag View. Of course, this is the standard procedure. Here, you can follow the tasks below:

  1. Click on the New option on the Tag screen.
  2. You will need to click on the Google Analytics Tag option and then select the Event option in the drop-down menu under the Track type.
  3. Select your Value, Action, Category, or Label
  4. Pick if the Non-Interaction is True or False
  5. You can either select your GA Setting Variable or enter your GA UA  Number
  6. Add the trigger
  7. Provide a name for your Tag
  8. You can Preview the Tag and test it
  9. Publish you work

After completing your work and publishing it, you can track the actions of the users From the Real-Time Events Report and in Google Analytics, the normal report Events. You can also view the live event with the help of a Browser plugin like dataslayer and Tag Assistant. 

With this, you can finish up creating your Event in Google Analytics within a short period of not more than three minutes.

Tips to keep in mind

  • Grouping the Event Tags to keep them at a minimum using the variables Click ID/Text/Class is an excellent method.
  • Before Publishing, ensure to test the tags.
  • Remember to provide names for your events so that it is easy to understand while viewing your Google Analytics.


As Event Tracking is the core, one vital role of Google Analytics is to keep track of what users are doing on your website. So ensure to use as possible as you can while manually adding code or using Goggle Tag Manager.