Can we track it? Yes we can!

We are frequently asked if an engagement on a website can be tracked; the answer is almost always yes. Between Google Analytics (GA4) and Google Tag Manager (GTM), we can set up tracking for almost any user interaction on a website.

Just because you can, doesn’t mean you should

In “Jurassic Park”, Dr. Ian Malcolm said, "Your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should." Tracking interactions with every component on a website can overwhelm you with data, making it harder to find the insights you are seeking.

• A tracking plan is a best practice before you start adding data.
• Ask "So what?"
  • If this metric goes up by 30%, what action will we take?
  • If it drops by 30%, what will we change?

If you can’t answer that question, reconsider adding the additional Google Tag(s).

You’re going to need a bigger boat

When creating a dashboard or report, it is easy to overwhelm yourself and other dashboard users. A few good rules include:

• Build a dashboard page to meet a single purpose (i.e., discover how users arrive at your website, how people engage with your content or how your marketing campaign is performing).
• Apply filters as needed to see the insightful data.
• Use calculated and custom fields to refine your data.

Focus, Daniel-san

In summary: Focus on the metrics that matter, apply the "So what?" rule before you build and declutter your dashboard to gather insights.

Want to learn more about digital analytics? Join the Digital Analytics Lab at the U community of practice or reach out to the University of Marketing Communications team.