If, on the other hand, they are starting their searches from a product landing page, something is wrong. The content is clearly not living up to the expectations they had when they clicked on the ad link.
Loves Data provides a solid overview of GA's site search reports if you're interested in exploring them further.
Events
A user clicks a button. They then download a file and then watch a video.
No, this isn't the world's most boring bedtime story, it's an example of a GA event. Three events, to be specific.
GA defines events as “user interactions with content that can be measured independently of a web page or screen load.”
Those user interactions are up to you. You'll need to add special code to your site or app to track the specific actions you're interested in. Here are the instructions .
If you're not already excited about event tracking, I want to get you excited.
There are endless possibilities here: if you have one event set up for viewing a product demo and another for clicking a link to an external review of your tool, you can measure how many times each event happened.
You may find that your video isn't getting many views. It's probably time to optimize your current video, make it easier to find on the site, or create a new one. Or you may find that more users than you expected are checking out the third-party review of your products.
That concludes that users want more social proof and testimonials. Since the review is favorable, you may want to put it front and center on your site.
Featured Events
This report tracks the most frequently occurring events - pretty straightforward. You'll see total events (e.g., how many times that event occurred) and unique events (how many sessions included one or more occurrences of that event).
If you have set values for events, this report also shows the total value of each country b2b b2c email list event and its average value (or the total value divided by the frequency).
Pages
In this report, you'll find the pages that generate the most actions. I usually add "Event Category" as a secondary dimension and then filter by the event I'm most interested in.
To give you an idea, my team tracks “Blog CTA.” This event is triggered whenever a user clicks on a call to action embedded in a blog post. To access the report below, I added “Event Category” as the second dimension, then filtered on “Page starts with blog.hubspot.com” (so I would only see URLs on the blog) and “Event Category equals Blog CTA.”
I can now see which posts are driving the most CTA clicks. Hopefully you’re starting to see the power of event tracking!
