How to Track Events in Google Analytics 4

Google has announced it will sunset Universal Analytics on July 1, 2023. After that date, anyone who wants to monitor their website’s metrics will need to use Google Analytics 4 (GA4).

If you haven’t yet had any exposure to the new Analytics interface, you may want to take some time to learn how it works. In particular, you’ll need to know how to track events in GA4.

Luckily, the experienced marketers at FZA Digital are here to show you the ropes!

What Are Events in Google Analytics 4?

In Google Analytics 4, an event is a user interaction with an element of a website or mobile app. It is quite similar to what marketers have traditionally referred to as a “goal” or “conversion.”

GA4 can track just about any user interaction as an event. The most common events include:

  • Submitting a contact form
  • Click-to-call actions
  • Downloading a document
  • Logging into an account
  • Clicking on a button
  • Watching a video
  • Scrolling down a page
  • Buying a product, and
  • Scheduling an appointment

Monitoring these events can help businesses measure the success of their SEO campaigns.

How to Set Up Event Tracking in Google Analytics 4

There are four types of events in Google Analytics 4. They are:

  1. Automatically collected events
  2. Enhanced measurement events
  3. Recommended events, and
  4. Custom events

Each of these event types has a different setup process.

1. Automatically Collected Events

GA4 automatically collects data on basic app/website interactions, such as:

  • Ad clicks
  • App updates
  • Page views, and
  • File downloads

You do not need to add any tags to your site or app to track these automatically collected events in GA4.

2. Enhanced Measurement Events

It’s possible to increase the number of events Google Analytics 4 automatically logs by enabling “enhanced measurement.” To turn this setting on, just follow these steps:

  1. Log into your Google Analytics account.
  2. Click on the Admin button.
  3. Navigate to the property you want to edit.
  4. Click Data Streams > Web under the Property column.
  5. Slide the Enhanced Measurement switch to the On position.

This process takes less than five minutes. It will give you the ability to track your outbound clicks and scrolls.

3. Recommended Events

Recommended events” are events suggested by Google based on the nature of your business. GA4 does not automatically track them.

If you want to monitor recommended events, you’ll need to add a global site tag to your website or app. GA4 recognizes a wide range of tags, including:

  • Sign_up: Triggers when a user signs up for an account.
  • Tutorial_complete: Triggers when a user finishes a tutorial.
  • Generate_lead: Triggers when a user submits a contact form
  • Add_payment_info: Triggers when a user submits their payment details.

You may also be able to add these tags via the Google Tag Manager.

When creating recommended events, be sure to use the exact names and parameters provided by Google. Spelling mistakes and other errors can prevent GA4 from tracking events correctly.

4. Custom Events

GA4 gives you the ability to track custom events. To do so, you’ll need to follow these steps:

  1. Log into your Google Analytics account.
  2. Click Configure in the left pane.
  3. Select Events.
  4. Choose a data stream.
  5. Click Create.
  6. Enter the name of your new event.
  7. Specify when your custom event should be triggered.
  8. Click Create.

Creating custom events can be a fairly complex process. As such, Google suggests checking to see if there is a pre-configured event that provides what you need before you proceed.

How to Access the Events Report in Google Analytics 4

Accessing the events report in Google Analytics 4 is easy. Simply follow these steps:

  1. Log into your Google Analytics account.
  2. Navigate to the desired property.
  3. Click on Reports in the left pane.
  4. Select Engagement > Events.

Once the events report is open, you can use the search bar to find a specific event, and click on it to view more detailed data.

Need Google Analytics Help? Contact the Experts at FZA Digital!

If you need help creating or monitoring events in Google Analytics 4, please don’t hesitate to get in touch with the support team at FZA Digital. We have been helping organizations like yours thrive online for years, and we’d love to add your name to our long list of happy partners! 

To talk to a member of our team, all you need to do is fill out our brief online contact form or give us a call at (424) 232-0810. We look forward to working with you! 

A guide to choosing the right Google Analytics goals

Guide to Choosing the Right Google Analytics Goals

Your website is your company’s first impression on the world. If you want to make sure it is performing to the best of its abilities, you will need to create and monitor goals in Google Analytics.

What Are Goals in Google Analytics?

Goals in Google Analytics measure how well your company’s site achieves its target objectives. Each goal represents a completed activity (known as a conversion) that contributes to the continued growth of your business.

Examples of common Google Analytics goals include:

  • Submitting a contact form
  • A “click to call” action
  • Visiting a specific webpage
  • Watching an informational video
  • Signing up for a newsletter, and
  • Purchasing a product or service

Creating these goals allows Google Analytics to provide your organization with the information it needs to make improvements to its website.

How to Create New Goals in Google Analytics

To create a new goal in Google Analytics, just follow these six steps:

  1. Log into your Google Analytics account.
  2. Navigate to the Admin page.
  3. Click “Goals” in the “View” column.
  4. Select “+ New Goal” or “Import from Gallery.”
  5. Choose the type of goal you wish to create.
  6. Follow the on-screen prompts and hit “Save.”

There are three main options for creating goals in Google Analytics. They are:

  1. Goal Templates: This route gives you the ability to build a goal from a predefined setup based on common business objectives.
  2. Custom Goals: This option allows you to create a goal from scratch.
  3. Smart Goals: This path lets you build a goal using machine learning.

You can create up to 20 goals in each view in Google Analytics.

Factors to Consider When Creating Google Analytics Goals

There are plenty of factors that may impact the types of goals you create in Google Analytics, such as:

The Age of Your Company and Its Products

Young companies usually have different objectives than more established organizations. Consider this distinction when adding your goals in Google Analytics.

For example, if your business is a startup that will release its first product in six months, you may want to build Google Analytics goals that will help you generate hype, increase your visibility, and add people to your mailing list.

On the other hand, if your organization has been offering its products and services for several years, it might make more sense to monitor sales and appointment requests.

The Nature of Your Organization’s Sales Process

Your company’s sales process can have a substantial impact on the types of goals you should create in Google Analytics. 

For instance, if your sales cycle is short and your products are relatively affordable, goals that track revenue and sales should generally be your main focus. However, these goals may not be the best option if you have an extended sales cycle or your products are more expensive.

Car dealerships and real estate companies often find it makes more sense to set goals that track video views, product page visits, and contact form submissions. These types of goals often better reflect the performance of their website than sales-based goals.

Your Company’s Long-Term Objectives

When creating goals in Google Analytics, it can be easy to focus solely on your organization’s short-term plans. However, if you want to ensure your firm continues to grow, you should also take some time to consider your long-term objectives.

If, for instance, you would like to expand into a new city, state, or country in the coming years, you may want to set up goals that will help you track user locations. Similarly, if you wish to create a product that targets a new audience, you can build goals that allow you to monitor the demographics of the people who visit specific pages or view particular videos.

Need Google Analytics Assistance? Contact FZA Digital Today!

At FZA Digital, we have been helping companies like yours build beautiful, high-converting websites for years. Our experts know everything there is to know about Google Analytics. If you need any help creating, editing, or monitoring your goals, you can count on us.

To speak to a member of our experienced marketing team, all you need to do is pick up the phone and give us a call at (424) 232-0810 or fill out our short online contact form. We look forward to working with you!

 

Google Upgrades Structured Data Tool - What You Need to Know

For many years, if you wanted to analyze your website’s structured data, you could visit the Google Structured Data Testing Tool. This is no longer an option.

Google has replaced it with a navigational page that directs you to its Rich Results Test Tool or the Schema.org Schema Markup Validator.

Why Has Google Replaced its Structured Data Testing Tool?

Google initially launched the Structured Data Testing Tool in January 2015 with the goal of helping developers better understand how its algorithms viewed their websites. It was a relatively simple system that could detect data types and provide users with error warnings.

In December 2017, the organization rolled out its Rich Results Test Tool with a similar objective in mind. This tool was much more advanced than the Structured Data Testing Tool, but it remained in beta until July 2020.

When the Rich Results Test Tool came out of beta, Google announced it would phase out its legacy Structured Data Testing Tool. In August 2021, the search engine giant completed the transition.

What Should You Know About Google’s Rich Results Test Tool?

The Google Rich Results Test Tool is similar to the legacy Structured Data Testing Tool. Both systems can alert developers to errors and display lists of data types found on websites.

However, the Rich Results Test Tool offers lots of features that didn’t exist in the Structured Data Testing Tool. The most notable new developments include:

  • Device Selection: The new Rich Results Test Tool lets you decide whether you want to analyze your pages on desktop or mobile. All you need to do is select an option from the dropdown menu when you enter your URL.
  • Results Previews: If your structured data is valid, you can click the Preview Results button to see how your page will appear in Google results.
  • Page Loading Analysis: When you enter a URL into the Rich Results Test Tool, Google will check to see if it is loading correctly. Should it notice any loading issues, it will provide you with the information needed to fix the problem.
  • Review Snippets: The Google Rich Results Test Tool can detect if your website has a review snippet. If it does, the tool will display it in a separate dropdown box beneath the main Detected Items section.
  • Test Sharing: When you run a test in Google’s new system, you can share it with other members of your team using a browser link. You do not need to assign special permissions before sharing. Result links remain valid for 90 days.
  • Save Test History: The Rich Results Test Tool automatically saves your code each time you use it. It retains the data for 90 days.

The Google Rich Results Test Tool supports structured data in Microdata, RDFa, and JSON-LD formats.

What is the Schema.org Schema Markup Validator?

When you go to the old Structured Data Testing Tool page, Google will try to direct you toward the Rich Results Test Tool or the Schema.org Schema Markup Validator.

You now know what you will find if you visit the Rich Results Test Tool, but what is the Schema.org Schema Markup Validator, and how can you use it to improve your website?

Schema.org was founded by Google, Microsoft, Yahoo, and Yandex with a mission to “create, maintain, and promote schemas for structured data on the internet.” (For more information on Schema, check out this fusionZONE blog we wrote.)

When Google announced it would begin phasing out its legacy Structured Data Testing Tool, the Schema.org team started working on a tool of their own. This system, now known as the Schema Markup Validator, launched in May 2021.

So, if the Schema Markup Validator is more like Google’s old system than its new one, why would you want to visit it? Put simply, it can show you a greater variety of structured data schema than Google’s proprietary tool.

When you plug your URL into the Rich Results Text Tool, it will only show you info on Google-supported data types. However, if you enter your site into the Schema Markup Validator, you can view a much broader range of structured data types without Google feature-specific warnings.

This information can prove vital when optimizing your site for non-Google search engines such as Yahoo and Bing.

Need Help Testing Your Structured Data? Contact the FZA Digital Team Today!

Generating and testing structured data is an essential part of the search engine optimization process. However, it can often be quite complicated and time-consuming. If you need any help along the way, please do not hesitate to reach out to the experts here at FZA Digital. We will be more than happy to provide you with the assistance you require.

To learn more about our company and our services, please give us a call at (424) 232-0810 or fill in our brief online contact form. We look forward to hearing from you!