by Matthew Edgar | Publisher: O'Reilly Media, Inc. | Release Date: May 2018 | ISBN: 9781492035466

This course explains how successful product managers, designers, and UX professionals use the analytics tool called event tracking to best understand how users interact and behave throughout the entire user journey. While the course focuses on Google Analytics-based event tracking, the lessons learned also apply to other analytics tools. The course describes the purpose of event tracking, how to set it up, and how to use it. It teaches you about interaction maps and how they help you understand when to use event tracking. It covers the distinctions between goals and events, and when to use an event versus a goal or an event-based goal. Packed with practical tips and tricks, this course will boost your ability to uncover deep insights into how your customers use and interact with your products.Discover what event tracking means and how to access events in Google AnalyticsMaster the different parts of an event tracking scriptGet wise to interaction maps and how they tell you when to use event trackingLearn to analyze events by page or content group, and how to use them to segment usersUnderstand how and when to use events in custom reports and custom dashboardsMatthew Edgar is a partner at Colorado based Elementive, a consulting firm specializing in web analytics, CRO, UX, and technical SEO. Author of the O'Reilly video series "Using Analytics to Inform Product Design" and the book Elements of a Successful Website, Matthew is Google Analytics certified and has worked in the web performance analytics field since 2001. He holds a Master's in Applied Science, Information, Communication and Technology from the University of Denver.

1. Part 1: What Is Event Tracking?
   • Using Event Tracking to Understand Users 00:02:49
   • Mapping Out Events 00:04:32
   • How Do Events Compare to Goals? 00:04:23
   • Setting up Event Tracking in Google Analytics 00:05:04
   • Part 1 Summary 00:01:05
2. Part 2: How to Access Event Reporting in Google Analytics
   • Main Event Report in Google Analytics 00:02:50
   • Accessing Events by Page 00:03:31
   • Segmenting by Event 00:04:27
   • Reviewing Events for Different User Groups 00:04:22
   • Part 2 Summary 00:01:00
3. Part 3: Sharing Event Data
   • Sharing Event Reports 00:04:05
   • Filtering Events out from a View 00:03:40
   • Create Custom Event Reports 00:03:03
   • Part 3 Summary 00:01:16