Mass.gov events reporting

Overview

Google Analytics captures interactions under the Events reports (which you can find under the Behavior report).

An event could represent any interaction a user has with your content – clicking a link, pushing a button, watching a video, etc.

You can analyze and report on events based on the metadata associated with them. For example, each link click is associated with the page it happened on, the content type of the page, and the organization that owns that content. In addition, we keep track of the text that the user clicked, the URL they clicked, and the Mass.gov component they clicked (e.g. if the link click was a Mosaic image click, an inline link, a footer link, etc.)

You can find this information most easily if you’re familiar with these 4 technical terms: event category, event action, event label, and custom dimension.

Terms

Event category shows the website the event took place on and the service family (a service page & all its child pages) it took place in. For Mass.gov’s analytics, you will always see “massgov” for the website. If you’ve implemented cross domain tracking and have access to another Google Analytics property, you may see your site’s name instead.

Event action describes the type of interaction and provides additional contextual data. For example, a link click event would begin with “Link click:” and also provide the actual text that the visitor clicked.

Event label usually shows a click URL.

Reference

We have also added a number of custom dimensions to Google Analytics that you can use to look up other interesting data about your events. For example, you can add “organization” or “hit timestamp” to your events reports to see what state organization(s) they’re associated with or the exact times they occurred.

Custom dimensions

Event targets

"Event target" is a custom dimension that indicates the component that a user interacts with, such as a “Callout button,” “Header logo,” or “inline link.” Here is a list of event targets and descriptions of what components they refer to.

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