Events in Google Analytics

In this article, we're going to cover how CTM Google Analytics integrations send events to Google Analytics.

CTM sends events to Google Analytics for every inbound call, text, chat, and form submission.

An event in Google Analytics can be broken up into 4 main characteristics:

• Category
• Action
• Label
• Value

By default the Category will be Calls, inside of CTM there are several different ways to customize the category of an event.

By default, the Action is always set to the name of the tracking source.

The label is made of 4 parts:

• The label of the tracking number, if the tracking number isn't labeled, it will report as “not set”.
• The tracking number that was dialed.
• Followed by whether or not this was a first-time or repeat caller.
• Lastly, the unique call identification number.
• The default the Value refers to the total time (ring, talk, wait, and transfer time) in seconds. If conversion events are enabled, the value will be the entered conversion amount. This can also be customized using triggers.

Here are some examples of what call events inside of Analytics could look like:

Most commonly, the Category will be Calls, the Action will always match the tracking source, and the label will be reporting on multiple metrics, with the Value being either talk time or the call conversion amount.

To view the events in Analytics, select the behaviors tab, from the behaviors tab, drop-down select Events> Events Overview.

The event overview in Analytics displays your top-performing events.

Hopefully, these terms are starting to look familiar:

• Category
• Action
• Label
• Value

If you click into the Calls Category, it will display the total number of reported Calls.

From here, you can select the action to display your calls broken out by tracking source.

If you click one of the event actions, it will take you to the label view for that tracking source.

The label will display the four components of the event label.

These are the basic fields of an event in Google Analytics, however if you want to view additional information you can do that by adding secondary dimensions to your report in Analytics. It is recommended to view this data under the label view.

Remember that an event is not a conversion; to set up a call conversion, you'll need to create a goal in Analytics.