Using JavaScript to track user interactions (e.g., clicks, form submissions) for SEO/analytics purposes.
Why Event Tracking Matters
From an SEO perspective, understanding user engagement is more important than ever. While not a direct ranking factor, JavaScript event tracking provides invaluable data that can help you improve your website’s user experience (UX), a major signal to search engines. For example, if you track a video on a page, and you see that only 10% of users are clicking the play button, it might signal that the video is not well-placed or that its title is not compelling. This data can help you make a change that leads to higher engagement, a lower bounce rate, and ultimately, a better-performing page in search results. It is the bridge between a user’s behavior and your on-page SEO strategy.
Across Different CMS Platforms
The implementation of JavaScript event tracking is generally done with a tag management system, regardless of your CMS.
WordPress
WordPress users can easily set up event tracking by using a plugin like Google Tag Manager for WordPress. This plugin allows you to add Google Tag Manager to your site, which is the primary tool for implementing and managing event tracking. You can then use Google Tag Manager to set up tags that fire when a user clicks a button, submits a form, or performs any other custom action.
Shopify
Shopify stores can use event tracking to monitor customer behavior, such as a user clicking “add to cart” or a specific product image. You can add Google Tag Manager to your store through a simple integration, and then use it to track these critical events, which can provide insights into your conversion funnel.
Wix
Wix has built-in analytics that provide some insights into user behavior. For more granular control, you can use the custom code feature to add Google Tag Manager to your site. This allows you to set up custom events that track a user’s interactions with your content.
Webflow
Webflow gives you a high degree of control over your website’s code, which is perfect for implementing event tracking. You can add Google Tag Manager to your site and use it to set up custom events that fire when a user clicks a specific button or element.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically fires events for every user interaction, which can provide a rich source of data for your analytics.
Across Different Industries
The use of JavaScript event tracking can vary by industry, depending on what user actions are most important.
E-commerce
E-commerce sites track events like “add to cart,” “remove from cart,” “add to wishlist,” and “checkout started.” This data provides a clear picture of a user’s journey and can help you optimize your conversion funnel.
Local Businesses
Local businesses might track a “get directions” button, a “call now” button, or a form submission. This data can help them understand which pages are most effective at driving phone calls or in-person visits.
SaaS Companies
SaaS companies track events like “start free trial,” “request a demo,” or a user interacting with a specific feature on a landing page. This data is critical for optimizing their marketing funnel and a key part of their SEO strategy.
Blogs
Blogs track events like a video play, a file download, a user clicking on a social share button, or a user scrolling to the end of an article. This data helps them understand what content is most engaging for their audience.
Do’s and Don’ts of Event Tracking
Do’s
- Do use a clear naming convention. Use a consistent naming convention for your events so they are easy to understand and analyze.
- Do track important user interactions. Track events that are meaningful to your business goals, like a purchase or a form submission.
- Do use a tag management system. A tag management system like Google Tag Manager makes it easy to add, edit, and manage your events without editing your website’s code.
Don’ts
- Don’t track everything. Tracking too many events can lead to a messy data set that is difficult to analyze.
- Don’t forget to test your events. Use a tool to test your events before you publish them to ensure they are firing correctly.
- Don’t rely on event tracking alone. Event tracking is a complement to other SEO metrics, not a replacement for them.
Common Mistakes to Avoid
- Failing to use a tag management system: This can lead to a messy data set and a lot of manual work.
- Using an inconsistent naming convention: This can make it difficult to analyze your data and compare events.
- Tracking every single click: This can lead to a messy data set that is difficult to analyze and a waste of time.
FAQs
How does JavaScript event tracking differ from page view tracking?
Page view tracking measures when a new page loads. Event tracking measures specific user interactions on a page, like a button click or a video play. They are different but complementary metrics.
Can event tracking help my website rank higher?
No, event tracking is not a direct ranking factor. However, the data you get from event tracking can help you improve your website’s user experience, which is a major factor in search rankings.
What tools do I need for event tracking?
The most common tool is Google Analytics, which is a free web analytics service. To implement event tracking, you will also need a tag management system like Google Tag Manager.
What is an example of an event that I can track?
An example would be tracking a “Request a Demo” button click on a SaaS website. This allows you to see how many users are interested in a demo without needing them to complete a form.
Is event tracking a good way to track a single-page application?
Yes, event tracking is a great way to track a single-page application. Since a user may interact with a lot of content without ever leaving the page, event tracking is a necessity for understanding their behavior.
