Event Tracking / Analytics Terms Event Tracking Event tracking is the process of monitoring and recording specific user interactions on a website or app that go beyond standard page views. These interactions, called events, include actions such as button clicks, form submissions, video plays, scroll activity, file downloads and outbound link clicks. By capturing these actions, event tracking helps marketers and analysts understand how users engage with content, complete tasks or abandon steps along the way. Most analytics platforms support event tracking, including Google Analytics 4, HubSpot, Matomo, and Meta Pixel. Google Tag Manager is commonly used to implement tracking without directly editing the website’s code. Each event can include additional details such as category, action, label and value. For example, a “Download Brochure” button might be tracked as an event with the category “Resources,” the action “Click” and the label “Spring Campaign PDF.” These details help organise and report on user interactions with greater precision. Event tracking allows teams to evaluate digital performance more accurately. It enables conversion tracking, supports A/B testing, and informs decisions about content, layout and user experience. It is especially useful for mapping customer journeys and identifying points where users drop off or succeed in completing key goals. For nonprofits, event tracking can reveal which content drives donations or volunteer signups. For B2B or SaaS businesses, it can identify how often leads engage with product demos or pricing pages. When implemented strategically, event tracking turns basic analytics into actionable insights.