Event / Analytics Terms Event In digital marketing and analytics, an event refers to a specific user interaction or action that is tracked separately from standard page views. Events are used to measure meaningful behaviours on websites, apps, or platforms, such as clicking a button, submitting a form, watching a video, downloading a file or completing a purchase. Tracking events allows marketers to better understand how users engage with content and where they take key actions along the customer journey. Events are a core component of tools like Google Analytics 4, Meta Pixel, HubSpot, and other customer experience platforms. Unlike traditional page view tracking, events are more flexible and can be customised to match business goals. For example, a nonprofit may track donations as events, while a SaaS company may track demo requests or product feature clicks. Events usually consist of parameters such as category, action, label and value, which provide context about what was triggered and how often. Tracking events enables more precise measurement of engagement, conversion and retention. It supports A/B testing, campaign performance reviews and UX improvements by showing where users drop off or succeed in completing desired actions. Events are also essential for building custom audiences, setting up conversion tracking and attributing outcomes to specific content or channels. Whether launching a new feature, running an email campaign or hosting a live webinar, defining and measuring the right events helps marketers align strategy with outcomes and continuously optimise performance.