inbound marketing ROI, google analytics event tracking

Using Event Tracking to Measure Your Inbound and Content Marketing ROI

Using Analytics Event Tracking to Measure Effectiveness

Anything that allows you to measure the effectiveness of your Inbound Marketing and Content Marketing efforts is a good thing. When the tool that allows you to measure it is free, it’s even better.

Google Analytics is a free tool that contains very sophisticated event tracking anyone can use.

I just encountered an excellent article by Matthew Barby which provides a how to for this very topic.

Evaluating The ROI Of Your Content Marketing With Event Tracking

In this post I will not repeat all of what Matthew says. If this topic is of interest to you, please read his article.

I will however summarize it.

Tracking Google Analytics Goals

I teach my students to use Google Analytics Goals to measure specific activities. I teach the value of using what is called the URL Goal, so every time a specified URL is loaded, a goal is recorded within Google Analytics.

What we’re specifically looking for is when people load your Contact Us form.

However not everyone who loads the form completes the form, so it is also necessary to create a Thank You page of a different URL that loads after the Contact Us form is submitted.

By tracking both goal conversions you can measure both how often the Contact Us form is loaded and how often the Contact Us form is completed.

Within Google Analytics, you can track only 20 goals for any one site (at least for the free version), which is limiting when you want to track email opt-ins, PDF file downloads, Contact Us form submissions, etc. It’s not hard to want to track more things that 20 goals will allow you to track.

Tracking Google Analytics Events

Tracking events allows you to be much more granular. Various actions on the website (examples are above) can be implemented as tracked events giving you MUCH greater granularity and visibility to what your website visitors are doing.

Again, please read the entire article to learn how you do it.

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