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How to Use Google Events Tracking / Goals to Track Your Optin Subscribers

Last Updated on June 5th, 2019

Published on April 18th, 2016

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As a blogger, you want higher optin conversion rates. You’ve used every possible optin method on your website. All to attract and convert every bit of traffic into subscriptions.

But which optin methods work, or work the best? Which ones are driving traffic away? That’s why you need to do conversion rate optimization (CRO) for your optins.

Doing conversion rate optimization brings you long-term benefits. It increases your subscriptions. You’ll have a bigger, wider audience. You’ll make it easy for visitors to subscribe. Without it, the efforts put into all other parts of your blog, wouldn’t be worth it. They’d fizzle out without fuel.

Remember that for any optin, you can test out different options for and responses to –

  • The image(s) used
  • Background color
  • Call-to-action button color
  • Call-to-action text
  • The copy
  • Position of the optin box

But how do you go about testing them?

Advanced optin plugins like Thrive Leads and Plugmatter Optin Feature Box, provide a split-testing feature, so you can pick the best-converting optin to capitalize on.

If you want to take the reigns into your own hands, you have a powerful tool to take complete control over your CRO efforts – Google Analytics.

Yes, the same tool that helps you keep track website traffic and give your detailed insights on a lot of user activity on your site –  that Google Analytics.

And we’re talking about one particular feature it has – Google Events Tracking.

Here’s how to use it to gauge the performance of your optins –

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Using Google Events Tracker

Google Analytics cannot give you information on activities that do not  generate a new pageview. Like what your visitors clicked on, or downloaded, for example.

However, Google Events Tracking lets you explicitly notify Google Analytics about exactly those events. Events like playing a video, downloading a file, Ajax events, or optin form submissions.

That is – mouse, keyboard, frame and form events. Google Events provides you with many metrics for each event.

The code to notify Google Analytics include the following parameters –

  • Category (name of a group of things, ex: Videos)
  • Action (name of the particular action, ex: “Pause”)
  • Label (additional information, ex: name of video)
  • Value (numerical value you want to give, ex: no. of views)

For further reading, please visit the official support page for Google Events.

Now what you know what it is, you need to know how to use it.

Setting Up Google Events Tracking

If you’re using Google Analytics, your website is already ready to track events. It’ll track optin-related events that you choose to have a closer look at.

The only thing you need to do is to add a actions to your code.

For instance, let’s track optin boxes positioned at different locations, to know which one(s) convert better. To do this, we need to add the action code to the CTA buttons in all your optin boxes.

Syntax of the code

The annotations are as follows for our optin box tracking, this needs to be added to your submit button of the optin.

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_trackEvent(category, action, opt_label, opt_value, opt_noninteraction)
  • Example values for Category: Header, sidebar, or footer
  • Example values for Action: Subscribe
  • Example value for Label: CTA Heading 1 or Headline 2 or Headline 3
  • Value: Value can be 1
  • True as we are not going to count this as a bounce.


For our example, this is the code to be inserted for the button in an optin box in the header, or for a feature box:

_gaq.push([‘_trackEvent’, ‘Header Optin’, ‘Subscribe’, ‘CTA Heading 1’, 1, true]);

And this is how the code needs to be inserted in the optin submit button:

<input type=”submit” onClick=”_gaq.push([‘_trackEvent’, ‘Header Optin’, ‘Subscribe’, ‘CTA Heading 1’, 1, true]);” value=”Subscribe to our email” />

Similarly, the code for the sidebar optin is:

<input type=”submit” onClick=”_gaq.push([‘_trackEvent’, ‘Sidebar Optin’, ‘Subscribe’, ‘CTA Heading 1’, 1, true]);” value=”Subscribe to our email” />

And for the footer:

<input type=”submit” onClick=”_gaq.push([‘_trackEvent’, ‘Footer Optin’, ‘Subscribe’, ‘CTA Heading 1’, 1, true]);” value=”Subscribe to our email” />

If you would prefer a plugin to handle this for you instead of manually adding the code to your option subscribe buttons, Plugmatter Optin Feature Box offers inbuilt Google Events Tracking. All the optin boxes comes with the Google Events tracking code already in the optin buttons with relevant annotation for the template, optin box, etc.

You just need to enable Google Events tracking from the plugin Settings page, and it will automatically do the rest.


You can learn more code and uses for Google Events Tracking using these links –

To learn about the actual interface that you see, here’s a brief about each section.

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Overview feature gives you the overview of all the events happening on your website, and the information  gathered about them.

The event category report is where you can learn what to improve, and what to eliminate.

  • Total events – Sum of all users’ interactions with that particular event. Included repeated ones.
  • Unique events – Sum of all unique events, discluding repeated interactions.
  • Event Value – Sum of the set value of an event.
  • Value – Average of the value above.
  • Sessions with event – Number of web sessions where at least one event was recorded. .
  • Events/Session with event – Average of the above.

Top Events report

You can compare which of each – in our case, in terms of clicks for one optin’s button – is faring better than others. Generally, you can find out the most  popular categories, actions and event labels in this section.


Pages report

This report shows you those pages that are being tracked for events you choose, that is, pages that the optins are on. This way, you can see what your users like, and don’t.


Events Flow report

Here you can see the flow of user activity that lead to them interacting with your event. What lead them to click the button in an optin.



Google Events Reaching is evidently a thorough analytics tool to judge how you can do conversion rate optimization for your optins.

Where Google Analytics helps you see, broad, overarching details about your website – Google Events Tracking shows you specific activities that you want to track. That helps improve your efforts to streamline your optins into high-converting subscription boxes.