Events and goals


Note: For the purposes of this lesson we'll use the template from the lesson 8 (Web and behavioral analytics).

Step 1 - differences between events and goals

To measure important actions on the website we use two types of data - events and goals.

Despite their apparent similarity, they have significant differences.


Goals measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business. Examples of goals include making a purchase (for an ecommerce site), completing a game level (for a mobile gaming app), or submitting a contact information form (for a marketing or lead generation site).

What's important, is that the goal will only be recorded once per unique user.

Goals enable also the usage of a powerful functionality called "Automated paths". We'll learn about it in the next lesson.

Goal examples:

  1. Product purchase

  2. Registration

  3. Subscription

  4. Download

  5. Specific page visit

  6. Lead generation

As you can see, goals are intended to be a measure of your online business performance.


Events are simply used to track user interactions on your site, like watching a video or clicking on Navbar links. Those interactions may not have a huge impact on your overall business success, but tracking them is vital to understanding how your visitors engage with your website.

What's important to note is that, a single event can be recorded multiple times in a single visit.

When defining the event, we use three dimensions (dimensions are attributes/descriptions of your data):

1. Event Category

A category is a name that you supply as a way to group objects that you want to track.

Example event category: HomePage Clickability

2. Event Action

An Event Action is actually an event itself.

An Event Action example: Navbar Link 3

3. Event Label

We use labels to provide additional information about an UI element associated with given event.

An Event Label example: Navbar

Step 2 - the concept of HomePage Clickability analysis

This is how our HomePage in the Analytics template looks like.

I've marked the three UI elements with a red frame. These elements will correspond to the events labels of our HomePage analysis:

Navbar, NewsFeed, Footer

We'll create the following events for the analysis:

Event Category

- HomePage Clickability

Event Labels:

- Navbar

- NewsFeed

- Footer

Event Actions:

- Navbar link 1

- Navbar link 2

- Navbar link 3

- Navbar link 4

- NewsFeed link 1

- NewsFeed link 2

- NewsFeed link 3

- NewsFeed link 4

- Footer link 1

- Footer link 2

- Footer link 3

- Footer link 4

Step 3 - creating the events

Go to the page

We've already created the category HomePage Clickability in the previous lesson, so we can skip this step.

Now we have to create 14 (Navbar link 1, NewsFeed link 2, etc.) events for three labels (Navbar, NewsFeed, Footer) from the list above.

Assign all of them to the HomePage Clickability category and set a value to 0 for each event.

Step 4 - creating conditions for the events triggers

If you look at the code in the Analytics template you will notice that each of the links contains an ID.

We'll use those IDs to create some conditions, which we'll later use as triggers for the events.

Go to and create 14 conditions according to the following pattern:

Condition name : Navbar Link 1 condition

Folder : Unfiled items

Type : Click ID

Operator : equals

Param : nav-link-1

Step 5 - setting the triggers for the events

Come back to the page and add triggers to the events.

To each trigger assign a proper, corresponding condition.


Navbar link 1 -> Navbar link 1 trigger -> Navbar link 1 condition

Step 6 - test

1) Save everything and publish the changes.

2) Refresh your project and click on each link as many time as you wish

2) Wait around 5 minutes - that's the average time before BrandFlow update the data.

3) Go to and Enjoy the results of your first analysis.

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About the author

User avatar
Michal Szymanski
Co-Founder at MDBootstrap & BrandFlow. Entrepreneur, web developer, UI/UX designer, marketing analyst. Dancer and nerd in one.

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