What Event Tracking Is
Page views tell you where people went. Events tell you what they did there: clicked a button, started a form, watched a video, scrolled to the price, downloaded a guide. Those actions sit between the ad click and the sale, and they show where people lose interest.
Events Worth Tracking
| Event | Example | Tells you |
|---|---|---|
| CTA click | "Buy Now" or "Book a Call" | Which offers and pages create intent |
| Form start and submit | Lead or checkout form | Where forms lose people |
| Video play and progress | Sales video at 25%, 50%, 75% | Whether your pitch holds attention |
| Scroll depth | 25%, 50%, 75%, 100% | Whether readers reach key content |
| Checkout steps | Begin checkout, add payment | Where buyers abandon |
| Downloads and outbound clicks | PDF guide, affiliate link | Content and offer interest |
How to Set Events Up
GA4 Enhanced Measurement
A toggle for scrolls, outbound clicks, site search, embedded YouTube video and downloads.
Google Tag Manager
Click, form, scroll and timer triggers for custom events without editing code.
Your Tracking Tool
Event or engagement codes on the pages and buttons that matter.
Platform Integrations
Stores and checkouts that send events like add-to-cart automatically.
Naming Events Well
- Use one consistent pattern, such as form_submit or video_play.
- Lowercase, no spaces, and the same name everywhere.
- Add details as parameters, like form name or video title, rather than creating dozens of events.
- Write your list down so everyone uses the same names.
Using Events, Not Just Collecting Them
- Build a funnelLanding page → CTA click → form start → submit → sale.
- Compare by traffic sourceSome sources click but never start forms.
- Fix the biggest drop firstA form that loses half its starters is a better target than a headline.
- Feed platforms when sales are scarceOptimise on a meaningful mid-funnel event until purchases build up.
Don't Over-Track
Tracking every click creates noise and slows pages. Track the events you'll act on, review them monthly, and drop the rest.
Events in ClickMagick
ClickMagick lets you track custom actions, such as button clicks and video plays, as well as opt-ins (actions) and checkout visits (engagements). Its Funnel Steps report shows how each traffic source moves through them, and Audience Optimization can send those events to ad platforms. See ClickMagick funnel tracking.
See where each traffic source drops out of your funnel.
Try ClickMagick FreeFrequently Asked Questions
What is event tracking?
Event tracking records specific actions on your site beyond page views, such as button clicks, form submissions, video plays, scroll depth and file downloads.
Which events should I track?
Start with the ones linked to money: key call-to-action clicks, form starts and submissions, checkout steps and video plays on sales pages. Add others only when you'll act on them.
Does GA4 track events automatically?
GA4's enhanced measurement can track scrolls, outbound clicks, site search, embedded YouTube video engagement and file downloads with a toggle. Custom events need setting up.
What's the difference between an event and a conversion?
Every conversion is an event, but not every event is a conversion. A conversion is an event you've marked as a business goal, such as a purchase or lead.
Can I send events to ad platforms?
Yes. Sending mid-funnel events, such as checkout starts or video views, can help ad platforms optimise when you don't have enough purchases.