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Conversion Tracking
Events
Learning Outcome
6
Get basic idea of event tracking tools
5
Explain role of events in tracking conversions
4
Differentiate conversion vs non-conversion events
3
Understand why events matter
2
Identify common event types
1
Define events in digital analytics
What is an Event in the context of Google Ads?
An event is any action a user takes on your website or app (like clicking, submitting a form, or watching a video).
It helps track what users are doing
Example :
Clicking “Buy Now”
button_click
Submitting a form
Watching a video
form_submit
video_play
How Events connect to Goals
A Goal (Conversion Action) in Google Ads is powered by an underlying Event
Example :
form_submit fires when user submits the enquiry form
Event:
Goal :
Google Ads records a conversion
Marked as a Conversion
Events are the RAW DATA —
Goals are the BUSINESS INTERPRETATION of that data
Summary
5
Events support data-driven marketing decisions
4
Not all events are conversions
3
Used to identify valuable actions
2
Help measure user engagement and behavior
1
Events track user actions beyond pageviews
Conversion Tracking : Events
By Content ITV
