- [Brad] To really unlock the power of Google Analytics,

you're going to want to configure events.

Events allow you to collect data

across any type of interaction with your content.

You might measure things like downloads, link clicks,

when someone interacts with various steps

in your purchase process, or fills out a lead form,

or even watches a video.

All of this information is collected and displayed

in easy to understand reports.

Here I'm in the events overview report

and I got here by selecting behavior, events

and then overview.

Now this data comes from the Google Merchandise store,

which is simply sampled data, that we can interact with.

Now it's important that I mention,

that events have to be set up programmatically.

You'll configure code on your website,

in order to trigger events

that will show up in Google Analytics.

Now events are composed of their category and their action.

These are required to trigger an event

and here we see the event category enhanced e-commerce,

as well as contact us

and if I select the event action,

we can see the actions that were defined

for these various events.

In this case, add to cart, remove from cart,

a product click, and so on.

You also have the ability to assign labels,

which are simply helpful to understand the context.

In this case, Google has applied labels to each product,

and then you have the ability to add a value.

In this case, you may trigger the monetary value

of this event action,

or perhaps the value of say,

what percentage a user has completed a video view.

And what's great, is within these reports,

we can extract a lot of data.

If I select top events here on the left-hand side,

I can see the top events by category

and we can select into that category

to get a more specific view.

And here I can see the event actions that took place

and if I bring in a second dimension, say event label,

we can really begin to get a quick look, at what's going on.

Here I can see all the quick view clicks

for each of these events

and I can see that removing from cart and adding to cart

does not have any label set,

which may indicate to me, that I have a problem

with the way that I configured this.

You can also view events by pages.

Here I've selected the pages report,

and we can see the total events that are taking place

on each page.

And this is helpful as we can understand

where the majority of our actions are taking place.

And of course, you always have the ability

to bring in secondary dimensions,

to drill deeper and deeper into these insights.

Events help you get a more granular view

of what your user is doing and they're incredibly important

to every measurement campaign.

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