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How to track events with GA

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Bart De Waele
Bart De Waele

This document discusses implementing event tracking on a public transportation company's route planning tool to better understand how users interact with it. It proposes an Event Tracking Implementation Schema (E.T.I.S.) to uniformly track and categorize events. Case studies found users frequently searched by "intersection" and "identification", so the tool's autocomplete can be improved. While many viewed route details and schedules, few planned return trips, so those features need better prominence. The conclusion is E.T.I.S. will analyze the tool's usability, engagement models will shape user actions, and search options and planning features will be restructured based on usage data and intelligence.

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#GABC12 How to best track specific actions or events on your site
Overview
Overview • Context • Challenges • Concept • Case • Conclusion
Context
How to track events with GA
Context • Route Planner Tool of public transportation company • 2,2 M of monthly visits • 3,5 M of monthly pageviews of tool’s results page
How can we engage surfers to use the Route Planner Tool as their travel companion?
Context • 2 secondary research questions: • How are people using the Route Planner Tool? • How can we improve the usability of this tool?
Challenges
How to track events with GA
Challenges • As to implementing the tracking of events: • Can we analyze the interaction with the Route Planner Tool by means of event tracking? • Can we embed the event tracking of this tool in a site wide implementation structure?
Challenges • As to the use of the Route Planner Tool: • What are the most useful advanced search options of the travel info tool? • Which are the most useful features of the Route Planner’s results page?
Concept
How to track events with GA
E.T.I.S
Event Tracking Implementation Schema
Say what? • Schema that facilitates the implementation of events • Framework for actionable grouping in action sets • Engagement shaping based on high (scan-behave- focus) or low involvement (scan-focus-behave)
Say why? • To track events on page level in a uniform way and with an equivocal taxonomy • To analyze events as goals, based on level of engagement or involvement of surfer • To optimize tools, pages, sites for conversions
Say how? All sites of company: • Identify different categories & actions in a spreadsheet • Validate types of actions based on level of engagement On site tools on all company’s sites: • Differentiate labels, f.e. in case of Route Planner Tool • Integrate engagement model in label structure of tool
Case
How to track events with GA
How to track events with GA
Case SCAN BEHAVE FOCUS
Case SCAN BEHAVE FOCUS
Route Planner Tool
Case • What are the most useful advanced search options of the Route Planner Tool? • Which are the most useful features of the Route Planner’s results page?
How to track events with GA
How to track events with GA
How to track events with GA
Action Engagement
How to track events with GA
Last month we noticed a high correlation between unique events on fields and unique search events in case of ‘intersection’ and ‘identification’
Case The auto suggestion functionality of the Route Planner Tool needs to be enriched, especially of the ‘intersection’ & ‘identification’ search option. “Modelling data delivers actionable intelligence.”
Case • What are the most useful advanced search options of the Route Planner Tool? • Which are the most useful features of the Route Planner’s results page?
How to track events with GA
How to track events with GA
How to track events with GA
Action Engagement
How to track events with GA
Last month 20% of all users looked for details of the route and a service later, but only 3,5 % of all users plan their return trip using the Route Planner Tool.
Case Based on the event tracking data the ‘service later’, ‘details of route’ and ‘return trip’ feature needs a more prominent & user-friendly on page localization. “Modelling data delivers actionable intelligence.”
Conclusion
How to track events with GA
Conclusion • Event Tracking Implementation Schema (E.T.I.S.) to analyze & act upon usability of Route Planner Tool. • Engagement shaping applied to action sets. • New information architecture & design of Route Planner Tool according to most useful search options and planning features.
How to track events with GA
How to track events with GA
Conclusion Data overload Modelling Intelligence Actions
Daan Goor - Senior Web Analyst daan@wijs.be daangoor.iswijs.be

More Related Content

How to track events with GA

  • 1. #GABC12 How to best track specific actions or events on your site
  • 3. Overview • Context • Challenges • Concept • Case • Conclusion
  • 6. Context • Route Planner Tool of public transportation company • 2,2 M of monthly visits • 3,5 M of monthly pageviews of tool’s results page
  • 7. How can we engage surfers to use the Route Planner Tool as their travel companion?
  • 8. Context • 2 secondary research questions: • How are people using the Route Planner Tool? • How can we improve the usability of this tool?
  • 11. Challenges • As to implementing the tracking of events: • Can we analyze the interaction with the Route Planner Tool by means of event tracking? • Can we embed the event tracking of this tool in a site wide implementation structure?
  • 12. Challenges • As to the use of the Route Planner Tool: • What are the most useful advanced search options of the travel info tool? • Which are the most useful features of the Route Planner’s results page?
  • 17. Say what? • Schema that facilitates the implementation of events • Framework for actionable grouping in action sets • Engagement shaping based on high (scan-behave- focus) or low involvement (scan-focus-behave)
  • 18. Say why? • To track events on page level in a uniform way and with an equivocal taxonomy • To analyze events as goals, based on level of engagement or involvement of surfer • To optimize tools, pages, sites for conversions
  • 19. Say how? All sites of company: • Identify different categories & actions in a spreadsheet • Validate types of actions based on level of engagement On site tools on all company’s sites: • Differentiate labels, f.e. in case of Route Planner Tool • Integrate engagement model in label structure of tool
  • 20. Case
  • 23. Case SCAN BEHAVE FOCUS
  • 24. Case SCAN BEHAVE FOCUS
  • 26. Case • What are the most useful advanced search options of the Route Planner Tool? • Which are the most useful features of the Route Planner’s results page?
  • 30. Action Engagement
  • 32. Last month we noticed a high correlation between unique events on fields and unique search events in case of ‘intersection’ and ‘identification’
  • 33. Case The auto suggestion functionality of the Route Planner Tool needs to be enriched, especially of the ‘intersection’ & ‘identification’ search option. “Modelling data delivers actionable intelligence.”
  • 34. Case • What are the most useful advanced search options of the Route Planner Tool? • Which are the most useful features of the Route Planner’s results page?
  • 38. Action Engagement
  • 40. Last month 20% of all users looked for details of the route and a service later, but only 3,5 % of all users plan their return trip using the Route Planner Tool.
  • 41. Case Based on the event tracking data the ‘service later’, ‘details of route’ and ‘return trip’ feature needs a more prominent & user-friendly on page localization. “Modelling data delivers actionable intelligence.”
  • 44. Conclusion • Event Tracking Implementation Schema (E.T.I.S.) to analyze & act upon usability of Route Planner Tool. • Engagement shaping applied to action sets. • New information architecture & design of Route Planner Tool according to most useful search options and planning features.
  • 47. Conclusion Data overload Modelling Intelligence Actions
  • 48. Daan Goor - Senior Web Analyst daan@wijs.be daangoor.iswijs.be