Google Analytics: Custom Reports: Events

Posted: June 27, 2017 at 11:50 pm, Last Updated: June 28, 2017 at 1:28 pm

With built-in reports you can only segment by a maximum of two dimensions at a time.
That means that once you filter for a specific category, you can either see the label or the action… but not both.
That makes it hard to get a clear idea of your overall event activity.

Let’s check out the following reports.
We’re going to do the first two out of order.

Custom Report 1: Events Breakdown by Page

This will show all events segmented by page \ category \ action (URL) \ label.
You can then filter by page to see what events occur on a particular page.

Link: Event Breakdown by Page Report

Example:
Account: Mason Office of Communications and Marketing 01
Property: www2.gmu.edu
View: [PROD] Default 2.0 (2017-06-25)
Date Range: June 20, 2017 – June 26, 2017
Filter: admissions-aid/apply-now
Notes:

  • Admissions is driving a lot of outbound traffic.
  • Also, see the old version of “Outbound links” event. The event action field is wasted on “click”.

Custom Report 2: Events Breakdown

This aggregates all events across the entire property.

Link: Event Breakdown Report

Example:
Account: Mason Office of Communications and Marketing 01
Property: www2.gmu.edu
View: [PROD] Default 2.0 (2017-06-25)
Date Range: June 20, 2017 – June 26, 2017
Filter: none
Note that ‘check application status’ is the top clicked outbound link.
Filter: email
Notes:

  • There was more interest in the email address for MIX@Robinson during this time period than Admissions.
  • And MIX@Robinson plus MIX@Fenwick together got way more interest than Admissions.
  • And this is at the same time that ‘check application status’ is the top clicked outbound link.

Custom Report 3: Events Drill Down by Page

If you want the drill-down version.

Link: Event Drill-Down Report

This report drills-down thusly:
What Site -> What Page -> What Category -> What Action -> What Label
That works out to:
What site are we talking about?
Ok, which page on that site?
Are you interested in outbound links, emails, or files?
Ok, which link, email, or file?
Ok, but which specific link on the page (if more than one)?
Example:
Account: Mason Office of Communications and Marketing 01
Property: www2.gmu.edu
View: [PROD] Default 2.0 (2017-06-25)
Date Range: June 20, 2017 – June 26, 2017
Drill-Down: www2.gmu.edu -> / (homepage) -> “outbound link” -> http://www.gomason.com/
Notes:

  • There are two different versions of the Athletics link, and we can see the relative use of them.