Event tracking is the recording of specific visitor interactions – form submission, clicking a phone number, video playback, adding to cart, or downloading a file. It forms the basis of measurement, but its quality rests on two things. The first is consistent naming: choose one convention for names and parameters and stick to it, otherwise three variants of the same event will emerge and no report will add up. The second is restraint – measuring everything means measuring nothing, because events that actually mean something get lost in the noise. Choose the ones that relate to the business outcome and leave out the rest. After deployment, test every event in real operation, not just in the tool's preview. Write the naming convention down in the measurement plan, so that external suppliers who make changes to the website follow it too.
See also: Measurement plan, Micro-conversion, Data quality in analytics.
